building brands with employee comms
TRANSCRIPT
“The central problem of brand-building is getting a complex organization to execute a simple idea.”
Marty Neumeier: The Brand Gap
Alex Bogusly was a modern day Mad Man
Voted Creative Director of the Decade by Advertising Age in 2010
In that same year, he turned his back on the Ad World and wrote a book explaining why brands must think beyond advertising…
“The old rule was: Create safe, ordinary products and combine them with mass marketing.”
“The new rule is: Create truly innovative products and build the marketing right into them.”
Alex Bogusky: Baked In
“While collaboration with customers is key, the ability to collaborate internally is even more important.”
Alex Bogusky: Baked In
Fellow AdMen, Zeus Jones agree...
Modern brand strength is built by
sticking to your beliefs not by opening your
wallet
Modern brand strategy is an HR discipline
Modern brands live in the hearts
of your employees, not in the minds of
your customers
Zeus Jones: Modern Branding
David Aaker is a leading marketing academic...
Aaker argues that spanning internal silos has become an imperative for the chief marketing officer
David Aaker: Spanning Silos
“In this age of dynamic markets, new media, and globalization, getting the different parts of your organization to collaborate is more critical—and more difficult—than ever.”
David Aaker: Spanning Silos
“It’s up to chief marketing officers to break down silo walls to foster cooperation and synergy.”
David Aaker: Spanning Silos
IDEO CEO, Tim Brown agrees...
“YOUR INTERNAL BEHAVIOR IS YOUR BRAND”
Tim Brown: Authors@Google
Tony Hsie sold a shoe store for $850 million
Amazon paid him $850 million for a brand driven by culture
“If you get the culture right, most of the other stuff—like great customer service, or building a great long-term brand, or passionate employees and customers—will happen naturally on its own.”
Tony Hsie: Delivering Happiness
“THE BRAND IS JUST A LAGGING INDICATOR OF A COMPANY’S CULTURE”
Tony Hsie: Delivering Happiness
Marketing guru, Seth Godin agrees...
“IN AN ERA BEYOND THE MASS MARKETING INDUSTRIAL COMPLEX A COMPANY CULTURE IS NOW THE NEW DIFFERENTIATION”
Seth Godin: Seth’sBlog
AdMen, marketeers, and CEOs would seem to agree…
In a world where branding is baked-in, collaboration is king and company culture is the new differentiation...
...perhaps it’s time for employee comms to help drive brand communications?
Chris Cox grew up inspired by Mad Men, became the Creative Director at a global PR agency, before graduating to employee comms.
He works with clients to design and deploy programs that inform, inspire, involve and improve employees; helping organizations and brands become better, rather than just look better or sound better.
www.coxc.co