2012 eurib - brand management
TRANSCRIPT
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Brand management in de praktijk: Rabo case
Joost Augusteijn, 5 oktober 2012
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Even voorstellen Even voorstellen
Joost Augusteijn
Rabobank Communicatie
Merk strategie &
communicatie onderzoek
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Onderwerpen
1. Organisatiestructuur
2. Identiteit
3. Merkwaarden
4. Positionering
5. Naamgeving
6. Designmanagement
7. Reputatiemanagement
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Organisatie structuur
4
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Rabobank
10 miljoen klanten
2 miljoen leden
139 lokale Rabobanken
Rabobank Nederland
portfolio
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Particulieren
Business units
Communicatie
Private banking Bedrijven Corporate clients
Communicatie
Meerdere doelgroepen
Eén merk
Marketing & communicatie
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Communicatie
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Identiteit
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Friedrich
Wilhelm
Raiffeisen
Friedrich Wilhelm Raiffeisen
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Gedachte:
wat alleen niet lukt, lukt samen wel
-> coöperatieve bank
Friedrich Wilhelm Raiffeisen
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+ =
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Boodschap: we zijn een bank
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De weg kwijt
Jaren ‘90: Coöperatie discussie
- coöperatie ?
- fuseren ? - beursnotering ?
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Conclusie
Coöperatie actueel & relevant
maken
- ledenbeleid - ‘klantwaarde’
- coöperatief dividend
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Rijnlands
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Rijnlands
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Merkwaarden
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Gedachte:
wat alleen niet lukt, lukt samen wel
-> coöperatieve bank
Friedrich Wilhelm Raiffeisen
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Coöperatieve visie
Visie:
Samen bereik je
meer dan alleen
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Coöperatieve opvattingen
Verbinden met de
samenleving:
gemeenschap als
aandeelhouder (wij)
Verbinden met elkaar:
netwerkbank
(samen)
Verbinden met de
toekomst:
lange termijn focus
(nu en later)
Visie:
Samen bereik je
meer dan alleen
Verbinden met de klant:
klantbelang voorop
(ik)
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Private banking: geld kan iets doen
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Private banking: geld kan iets doen
Verbinden met de
samenleving:
iets goed doen voor
anderen
Verbinden met elkaar:
elkaar in contact brengen
Verbinden met de
toekomst:
investeren om iets op te
bouwen
Verbinden met de klant:
idealen van klanten
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Wonen: een huis moet rust geven
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Wonen: huis moet rust geven
Verbinden met de
samenleving:
eigen woonomgeving
(‘thuis’)
Verbinden met de toekomst:
huis moet rust geven
(opbouw volgen, aanpasbaar)
Verbinden met de klant:
‘op maat’, prettig wonen
Verbinden met elkaar:
Generatiehypotheek
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Internationaal: een wereldspeler die zichzelf blijft
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Verbinden met de toekomst: - bouwen aan de toekomst
- in goede en slechte tijden
(long-term commitment)
-gericht op continuïteit
Verbinden met de klant: - klantfocus (geen aandeelhouders)
- weten waar de klant ‘s nachts
wakker van ligt
- lange persoonlijke relaties
Verbinden met elkaar: - samenwerking in de gehele keten
- internationaal netwerk
- netwerk van specialisten
Verbinden met de samenleving
(markt): - lokale worteling wereldwijd
- voortrekker in kernmarkten
- kennis van de branche
Internationaal: een wereldspeler die zichzelf blijft
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Een bank met ideeën.
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Een bank met coöperatieve ideeën.
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Coöperatief bankieren
Samen sterker
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Positionering
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WIJ-GERICHT IK-GERICHT
VRIJHEID
CONTROLE
Gebaseerd op Carl Jung
Positioneringsmodel
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VRIJHEID
CONTROLE
Vrijheid
Controle
Ideaal Welzijn Gevoel
Rust Stabiliteit Veiligheid
Slim Doordacht Rationaal
Trots Status Chique
Passie Ondernemen
Spanning
Zorg Gewoon Samen
Controle Structuur Zekerheid
Plezier Genieten Vrijheid
WIJ-GERICHT IK-GERICHT
VRIJHEID
CONTROLE
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Positionering Rabobank
WIJ-GERICHT IK-GERICHT
VRIJHEID
CONTROLE
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Naamgeving
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Rabo Xxx
• Rabo TotaalPakket
• Rabo WereldPas
• Rabo SaldoSparen
• Rabo DoelSparen
• Rabo Beheerd Beleggen
• Rabo Direct Beleggen
• Rabo OpbouwHypotheek
• Rabo GeneratieHypotheek
• Rabo Sport
• Rabo WielerCoach
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Vermogensbeheer Betalen
Vastgoed
Verzekeren
Retail Partnerbanken
Zakelijk
Portfolio Rabobank Groep
Hypotheken
Leasing
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Ex-portfolio
Disbanded
Sold
Sold
Disbanded
Sold
Sold / disbanded
Sold
Disbanded
Disbanded
Disbanded
Sold
Disbanded
Sold
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Design management
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1973
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Rabobank
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1995: nieuw logo
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Evolutie
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Logo tot leven
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Logo tot leven
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5D design: horen
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5D design: voelen
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5D design: proeven
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5D design: ruiken
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2. naamgeving
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Reputatiemanagement
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Reputatiemanagement
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Tegelijkertijd…
Arbeidsmarkt
(Intermediair)
Managers
(Management Team)
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Beloven
Waarmaken Reputatie
Reputatie ontwikkeling
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Beloven
Waarmaken Reputatie
Reputatie ontwikkeling
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Beloven
Waarmaken Reputatie
Reputatie ontwikkeling
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Beloven
Waarmaken
Reputatie ontwikkeling
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Reputatie ontwikkeling
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Beloven
Waarmaken
Banken
Reputatie ontwikkeling
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Lichte afzwakking
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Stabiel in publiciteit
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Stijging negatieve publiciteit
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CRISISCOMMUNICATIE
ISSUE MANAGEMENT
CAMPAGNES (merk & markt) & PUBLICITEIT (woordvoering) & SOCIAL MEDIA (social hub)
STIMULEREN AMBASSADEURSCHAP
negatieve berichten positieve berichten
actieve communicatie
re-actieve communicatie
Reputatie management
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Reputatie management
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Vragen & discussie
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Internal branding
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Middelen
Jochem de Bruin prijs
Merkpaspoort
Rabo Canon
Programma nieuwe medewerkers
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Cultuur
Aanspreken ‘op z’n Rabo’s’
Criteria beoordeling (HR)
Criteria campagne briefing
Jury beoordeling van communicatie
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Storytelling
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