leadership & the role of brand
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TRANSCRIPT
IF YOU’RE NO BRANSON, USE YOUR BRAND LEADERSHIP AND THE ROLE OF BRAND
SEAN MCKNIGHT HEAD OF CONSULTING, DAVE
28TH APRIL 2010
EXCEPTIONAL LEADERS ARE
THIN ON THE GROUND
’95% of employees do not know or understand their companies’ strategy.’
Harvard Business Review
‘Only 36% of senior executives polled thought their employees cared about whether or not their business was successful.’
Corven Consulting
16% 60% 24%
ENGAGED Loyal and psychologically
committed
Productive
Likely to stay
Less likely to have
accidents on the job,
Less likely to steal.
NOT ENGAGED May be productive
Not psychologically connected
More likely to miss workdays
More likely to leave
ACTIVELY
DISENGAGED Physically present but
psychologically absent.
Unhappy with their work
situation
Insist on sharing their
unhappiness
Source: Gallup Poll data of Great Britain, working population 18 years and older. n=1,006
ENGAGEMENT AT WORK IS LOW
EXUBERANCE
BIG IDEAS
FOCUS
ENERGY
ENERGY & CREATIVITY
CLEAR POINT OF VIEW
ON THE FUTURE
ABILITY TO ENGAGE PEOPLE
LEADERSHIP
ENERGY & CREATIVITY
CLEAR POINT OF VIEW
ON THE FUTURE
ABILITY TO ENGAGE PEOPLE
BRAND
4 WAYS BRANDS ENHANCE
LEADERSHIP…
BRANDS ACT AS AN
ORGANISING PRINCIPLE
1.
THE BEST BRANDS ARE BUILT FROM THE INSIDE OUT
PRIDE
INTERNALLY
DESIRE
EXTERNALLY
“A BRAND IS A LIVING ENTITY AND IT IS ENRICHED OR UNDERMINED
CUMULATIVELY OVER TIME, THE PRODUCT OF A THOUSAND SMALL GESTURES.”
MICHAEL EISNER
TELL YOU HOW TO DELIVER
ALLOW YOU TO MOVE INTO NEW CATEGORIES
DRIVE THE WHOLE BUSINESS
DEFINE CULTURAL NORMS
WHY BRAND?
INTERNAL REFERENCE POINTS EXTERNAL REFERENCE POINTS
INTERNAL EXTERNAL
HARD
SO
FT
COMPETENCY CATEGORIES
CULTURE IMAGE
BRAND
BRANDS CARRY A HUGE AMOUNT
OF INFORMATION TO A
HUGE NUMBER OF PEOPLE
2.
A BIG IDEA IN
A SMALL PACKAGE
DRIVING BEHAVIOUR
MAKING ORGANISATIONAL VALUES VISIBLE
BRANDS ENERGISE, FOCUS
AND GENERATE ACTION
3.
IDEAS THAT ARE EASY TO PASS ON
EMPLOYER BRANDS DON’T WORK
4.
USUALLY DON’T HAVE A SYSTEMIC EFFECT
1. BRANDS ACT AS AN ORGANISING PRINCIPLE
2. BRANDS CARRY A HUGE AMOUNT OF INFORMATION TO A
HUGE NUMBER OF PEOPLE
3. BRANDS ENERGISE, FOCUS AND GENERATE ACTION
4. EMPLOYER BRANDS DON’T WORK
BRANDS CAN ENHANCE LEADERSHIP
IN SUMMARY
