JlAM fd Joel A Manfredoc.ymcdn.com/sites/ · Harley-Davidson, Apple also called “Outlaw ... VRIO...

Take control of your brand: If you don’t, others will!BRANDING AND MARKETING IT: BRANDING AND MARKETING IT:

J l A M f dJ l A M f d

Take control of your brand: If you don t, others will!

Joel A ManfredoJoel A ManfredoManaging Director, CIO Practice

Acies Consulting CorpAcies Consulting Corp.

6-Nov-2012

AGENDAAGENDA

Background and IT’s risk of irrelevance

ITIT•What is a brand?•The world’s most powerful brands•Brand blunders

Brand Background ITITBrand blunders•Why branding is important

What to do?

•Where do you start?•Generic approach – Sandra Selllani•IT specific approach – Gartner strategies in different markets

•County of Orange

Example

C l i d Conclusions and Questions & Answers

BACKGROUND…BACKGROUND…

The Story: Overview

Environment, Goals and Results:Environment, Goals and Results:OO

How:How:CCOrganization:Organization:

1. A culture built on Heroics2. Bad relationship w/ vendor (expiring K)3. Siloed organization3. Assigning blame4 Resistance to change

Combination:Combination:1. Leadership2. Soft skills introduction3. Sustained “drumbeat”4. The persuader5 ITSM principles4. Resistance to change

5. No priorities

Goals:Goals:1. GET BETTER

5. ITSM principles

Method:Method:1. Plan2. Implement3 Absorb

2. GET TRANSPARENT3. GET CUSTOMERS

Results:Results:1 Moved to top 10% against benchmark

3. Absorb4. Measure

1. Moved to top 10% against benchmark2. Reduced Budget 27%3. Increased customer satisfaction 16%4. Reduced SLA exceptions by 77%5. Reduced incidents by 38%6. Improved incident resolution from 5 days

“Be transparent, or be gone” p y

to 2 days

BACKGROUND…BACKGROUND…

The Story: Actions

RISK OF IRRELEVANCERISK OF IRRELEVANCE

Gartner

Source: “Building the IT Brand: Impacting the Front Office and Beyond”, Meehan & McMullen, Gartner Executive Programs, October 2011


Look at the press…

Source: 37 Signals, Feb., 2011Source: ComputerWeekly.com, August 2012

RISK OF IRRELEVANCE RISK OF IRRELEVANCE –– FRIGHTENING DICHOTOMYFRIGHTENING DICHOTOMY

Uh oh… Is this where we’re headed?

Necessary evilNecessary evilExternal forces that can impact organizations

Necessary evilNecessary evil

Necessary Necessary

Unnecessary? Unnecessary? yy

Sources: “The Great IT Freezeout: Is IT Becoming Irrelevant? ”, Unisys Disruptive IT Trends, July, 2011“Leading Through Connections, Insights from the CEO Study”, IBM Institute for Vusiness Value, May 2012


Why are we failing?

But we do good stuff!But we do good stuff!Great brands communicate a Great brands communicate a consistent message over and consistent message over and Great brands communicate a Great brands communicate a consistent message over and consistent message over and But, we do good stuff!But, we do good stuff!

Do we run like a businessDo we run like a businessIs there Marketing? Sales? Finance?

consistent message over and consistent message over and over and over againover and over againconsistent message over and consistent message over and over and over againover and over again

Peter Drucker: “Because its purpose is to create a customer, the business has two – and only two - functions: marketing and innovation. Marketing and innovation create value, the rest are all costs.”

What do we communicate What do we communicate to the business?to the business?The network is currently experiencing an outage…


Framing the Marketing and Communication Problem

Great brands communicate a Great brands communicate a consistent message over and consistent message over and Great brands communicate a Great brands communicate a consistent message over and consistent message over and consistent message over and consistent message over and over and over againover and over againconsistent message over and consistent message over and over and over againover and over again

Source: “Marketing IT: Avoiding the Road to Disenfranchisement and Disempowerment ”, Gartner, April 2012

WHAT IS A BRAND?WHAT IS A BRAND?

A brand is:“the gut feeling that people have about your product or service” Marty Neumeier

The Brand Gap“the ability to create in the mind of the prospect the perception that there is no other product quite like yours’

“the internalized sum of all impressions… resulting in a

Al and Laura Ries

Duane KnappTh B d Mi d t

p gdistinctive position in the customer’s minds eye”

“proprietary visual, emotional, rational and cultural image that you associate with a product or service”

The Brand Mindset

Charles Pettisy p

“a promisepromise comprising both a commitment that sets expectations… and a definition of the provider’s expected capabilities”… “in short, it’s what users say about you.”

Gartner y y

“Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.“

Wikipedia

“Brand is strategy conveyed to your target audience” Sandra Sellani

THE WORLD’S TOP BRANDS OF 2012THE WORLD’S TOP BRANDS OF 2012

Source: brandirectory.com Source: Forbes

BRAND BLUNDERS: PLEASE DON’T SELF BRAND BLUNDERS: PLEASE DON’T SELF -- INFLICTINFLICT

You’ve got to be kidding Three examples

Legal Practice: Leadership Integrity ExcellenceLeadership Integrity Excellence LIEg p g yp g y

C h i C i l C t ti PC h i C i l C t ti P

Transportation: South Lake Union Trolley South Lake Union Trolley

Utilities: Comprehensive Commercial Construction ProgramComprehensive Commercial Construction Program

“F h di t hi bilit “From each according to his ability, to each according to his need”

CCCP CCCP - Союз Советских Социалистических Республик, meaning the Union of Soviet Socialist Republics, or USSR in English

BRAND BLUNDERS: PLEASE DON’T SELF BRAND BLUNDERS: PLEASE DON’T SELF -- INFLICTINFLICT

GMGM: Another death related bad translation took GM to a new low GM translated their advertising campaign’s

You’ve got to be kidding Learn from the big boys?

GMGM: Another death related bad translation took GM to a new low. GM translated their advertising campaign s tag line ‘Body by Fisher’ as ‘Corpse by Fisher’ in Belgium.

SchweppesSchweppes: A translation for Italy leads Schweppes Tonic Water to be translated as ‘Toilet Water’.

NestleNestle: In central Africa, people are used to labels of packaged foods picturing the inside contents. Nestle caused an uproar when they released their Nestle baby milk with a smiling caucasan baby on the front.

KFCKFC: KFC’s famous ‘Finger licking good’ slogan translated as ‘eat your fingers off’ in ChinaKFCKFC: KFC s famous Finger licking good slogan translated as eat your fingers off in China.

ColgateColgate: Market research disregard: Colgate releases a toothpaste in France called Cue which was similar to the name of a popular porn magazine.

WHY IS BRANDING IMPORTANT?WHY IS BRANDING IMPORTANT?

Four simple reasons:

1 Branding can deliver the message clearly1. Branding can deliver the message clearly

2. Branding can create business credibility

3. Branding can create a connection between the product and the clientele

4. Branding helps motivate the buyerg p y

1911 Morton starts adding magnesium carbonate (an anti-caking agent) to salt, creating a table salt that flows freely even in humid weather This that flows freely, even in humid weather. This additive has since been changed to calcium silicate.

WHERE DO YOU START?WHERE DO YOU START?

Three questions:

1. Who are you?

2. Who do you need to be?

3 Wh d t t b ?3. Who do you want to be?

“Be transparent, or be gone” p , g


Who are you?

1.1. Who areWho are you? you? –– four questionsfour questions

2.2. What are your brand elements?What are your brand elements?

3.3. VRIO AnalysisVRIO Analysis

Survey: Southwest Airlines is USA's 'most desired' brandyFeb. 22, 2012


Who are you? – Brand ArchetypesARCHETYPE EXAMPLE

D B & J ’ i Dove soap, Ben & Jerry’s ice cream

BBC, CNN, Gallup, PBSIndiana Jones, Jeep, Marlboro

Di D M lti di Oil f Ol

Nike, Superman

Harley-Davidson, Apple also called “Outlaw”

Disney, Dreamscape Multimedia, Oil of Olay

Victoria’s Secret, Lady GodivaHome Depot, Wendy’s

Lego Son Cra olaMother Teresa, Johnson’s Baby ShampooMotley Fool, Muppets

IBM, MicrosoftLego, Sony, Crayola


Who are you? – Brand Archetypes

Motto: The truth will set you free.yDriving desire: to find truthGoal: to use intelligence and analysis to understand the worldBiggest fear: being duped, misled—or ignorance.Strategy: seeking out information and knowledge; self-reflection and gy g g ;understanding thought processesWeakness: can study details forever and never actTalent: wisdom, intelligenceAlso known as: expert, scholar, detective, advisor, thinker, philosopher, p p pacademic, researcher, thinker, planner, professional, mentor, teacher, contemplative, guruSage archetypes in the wild:•provide expertise or information to customersp p•encourage customers to think•based on new scientific findings or esoteric knowledge•supported by research-based facts•differentiate from others whose quality or performance is suspectq y p pArchetype examples: BBC, CNN, Gallup, PBS


Who are you?

1.1. Who areWho are you? you? –– four questionsfour questions

“Southwest is a customer service organization that justSouthwest is a customer service organization that just happens to fly airplanes” – Colleen Barrett, President


Who are you?

2.2. What are your brand What are your brand elementselements??


Who are you?

3.3. VRIO analysis VRIO analysis -- it’s about it’s about THEMTHEM (customers)

Piano Works example:Piano Works example:

- Valuable- Valuable- Rare- Costly to Imitate- Organizational Leverage –

every part of the organization communicates the brandcommunicates the brand

GARTNER APPROACHGARTNER APPROACH

Building IT Brand ImpactBuilding IT Brand Impact



Building IT Brand ImpactBuilding IT Brand Impact SEE

Shine in captive IT marketsShine in captive IT marketsppCaptive markets comprise the traditional back-office IT services and support: HR, finance and operations (such as supply chain). Strong IT brands shine in the back office, going beyond merely delivering on expectations.

Expand into adjacent internal IT marketsExpand into adjacent internal IT marketsExpand into adjacent internal IT marketsExpand into adjacent internal IT marketsThe key to enabling the business to engage adjacent markets is IT’s ability to move its own capabilities from back-office support to those that will increase front-office digitization. This requires expanding IT’s brand as a shining back-office innovator such that it also becomes a credible provider of market-facingbusiness solutions.

Externalize IT’s brand impactExternalize IT’s brand impactIT branding is not solely internal; though IT’s external brand impact is often the sum of its internal efforts in the front office, leading CIOs have a plan for external brand impact. In other , g p pwords, they can answer the question, How does our IT brand help the enterprise keep its promise?



Building IT Brand ImpactBuilding IT Brand Impact



Building IT Brand ImpactBuilding IT Brand Impact – Key Strategy Mechanisms in captive IT Markets

Branding strategy at this stage demands excellence in products, user satisfaction and efficiency; mechanisms:efficiency; mechanisms:

•• ProductProduct--focused branding strategy focused branding strategy differentiates IT based on the products it delivers to internal customers, as when IT acts as a broker for third party providers

•• ServiceService--focused branding strategy focused branding strategy differentiates IT based on the quality of service interactions

•• IntimacyIntimacy--focused branding strategy focused branding strategy resembles one that is service focused, but it concentrates on knowing the end user, anticipating user needs and behaving more like a business consultancy.

CIOs must select one branding strategy to excel at while maintaining a high level of competency in the other two.



Building IT Brand ImpactBuilding IT Brand Impact – Key Strategy Mechanisms in adjacent internal IT Markets

Three adjacent market strategy mechanisms:

•• Examine your stakeholder base Examine your stakeholder base to determine where your power base lies, e.g., third-person spokesperson

•• Look for holes in business strategyLook for holes in business strategy where a CIO can make an impact by lowering business risk and organizational resistance

•• Understand new channel opportunities for the businessUnderstand new channel opportunities for the businessUnderstand new channel opportunities for the businessUnderstand new channel opportunities for the business



Building IT Brand ImpactBuilding IT Brand Impact – Key Strategy Mechanisms externalizing IT’s brand

Answers the question: How does our IT brand help the enterprise keep its promise? Map your past impact on the external enterprise brand:Map your past impact on the external enterprise brand:



Building IT Brand ImpactCommunication: (this is a quiz )

Source: “Redefining “Marketing IT” From Telling to Engagement”, May 2011


Building IT Brand ImpactCommunication: Old school, New school

Source: “Redefining “Marketing IT” From Telling to Engagement”, May 2011

EXAMPLEEXAMPLE

Oregon Department of Transportation

Tagline Tagline consistent with the Department logoconsistent with the Department logoTagline Tagline –– consistent with the Department logoconsistent with the Department logo

EXAMPLEEXAMPLE

County of Orange – Marketing Brochure

Tag lineLogo

EXAMPLEEXAMPLE

County of Orange - Marketing Brochure

EXAMPLEEXAMPLE

County of Orange – Marketing Brochure

EXAMPLEEXAMPLE

County of Orange – other materials… The Brand is Always There

PowerPoint Presentations Service Catalog

CONCLUSIONSCONCLUSIONS

Where do we go from here?

•• IT is at risk of irrelevanceIT is at risk of irrelevance

•• Branding IT can helpBranding IT can help

•• What should I do?What should I do?• Start with the generic approach – it doesn’t take long or cost much• Move to the Gartner framework for captive IT markets

• Leverage strengths and bolster weaknesses• Become transparent a necessityBecome transparent, a necessity•• COMMUNICATECOMMUNICATE especially to the business folks• Establish a “drumbeat” – always on message from the whole IT

organization

•• Look into other branding resources such as the 12 archetypesLook into other branding resources such as the 12 archetypes

•• Have fun! Have fun!

Questions?Questions?Joel A ManfredoJoel A Manfredo

[email protected]

ff

JlAM fd Joel A Manfredoc.ymcdn.com/sites/ · Harley-Davidson, Apple also called “Outlaw ... VRIO...

Documents

Transcript of JlAM fd Joel A Manfredoc.ymcdn.com/sites/ · Harley-Davidson, Apple also called “Outlaw ... VRIO...