Lessons Learned from Week 9 of Brand Management (Final)

How Disruption Brought Order

• Culture
• Company culture is everything
• History of TBWA, Chiat/Day, BDDP
• Creative is not a Department
• Values
• Transparency (Accounting, ethics)
• Audacity
• Open-mindedness
• Skills
• Organization: Matrix decision making between global and local
• Integration
• Action plans
• New business activity: Nothing left to chance
• Internal communication: Weekly employee memos
• Principles
• First convictions
• Accumulate experiences
• Counterprinciples

TBWA Office Visit

• Philosophy: disruption
• Challenging status quo
• Creating brand behavior for the modern world
• Start with brand belief (ideal)
• Human insight
• Brand behavior: way brand behaves to honor belief
• Gatorade: Win from within
• Change from hydration to helping before, during, and after
• Insight: athlete looks for edge at all 3 phases
• Pacific Standard Time art exhibit
• Pop culture meets art culture
• Insight: culturally curious ppl untapped
• Grammy's: Using technology to uncover raw emotion of music
• Insight: more than what hear, what feel
• Artists as unified with their music
• Integration between TV spots, interactive website, print, outdoor, wild postings, phone app
• Create artist out of the music
• Twitter concert on street (sing your tweets)
• Immerse themselves in client's problems
• Assessing new clients
• Clients need to understand that marketing is not necessary evil but hugely important in making diff in brand
• Do they have the power to see the ppl who can say yes
• Needs access to everything
• Need to be able to manage them profitably
• Ask clients who they admire, who want to be like
• Office
• Mix of private high-density seating and open spaces
• Unlocking playfulness
• 700 ppl office is village with different neighborhoods
• A building helps u manage your ppl
• Architectural mgmt
• Create an environment where creativity more likely
• Cool office with eclectic architecture
• Colors
• All open space
• Tons of dogs
• Sitting areas
• Everyone has MacBook and iMac

Change by Design

• The new social contract: we’re all in this together
  
• Every product is already a service
  
• HMW: how might we improve the airport security checkpoint experience?
  
• Not just buyers and sellers; participants in 2 way process (Wikipedia, Android)

Steve Jobs

• Not a computer scientist
  
• Reinvented industries
  
• Refused focus groups
  

Grow: Keep it going: evolving the ideal for comparative advantage

• Motorola Solution made posters of its ideal, video
• HP Ideal: human progress
  

Class summary

• Finding and activating your ideal
• Pyramid of influence model (Nike)
• Athletes at top 5%
• Weekend warriors who play regularly 15%
• Mass market 80%
• If sell shoes to the athletes, weekend warriors will want and then mass market will want
• Nike started by first selling to athletes, then others got interested when those athletes won
• Everything is media
• Apple Stores (stores as media)
• Delivering an ideal-based brand experience
• Measurement

Stengel Top 10 habits

• Reveal your inspirational brand ideal and operationalize it
• Be clear what you stand for and be visible inside and out
• Design your organization for what you need to win: core work, capabilities, and career path
• Begin with a rough audit of work ... how close is your organization to the right design
• Get your team right.
• Champion innovation, especially disruptive innovation.
• Set your standards very high.
• The most powerful comment from a leader: “You are capable of so much more than this.”
• Train all the time.
• Do a few symbolic things (i.e., Brand Health Checks).
• Think like a winner, act like a winner.
• Live your desired legacy.

P&G

• Purpose inspired growth strategy
• Different relative importance of products for people’s lives
• Developing leaders
• Most promotion from within
• 30% come from acquisitions
• Do not use headhunters
• Very difficult to be good leader
• How many ppl consider you a role model?
• What impact are you making?
• You have responsibility if you are someone’s role model
• 3 categories of ppl: people who let things happen, who make things happen, who wonder what’s happening
• As a human, you’re in all 3
• You as a brand
• Are there stories about you?
• There are always stories; question is what are the stories?
• Do you care about the stories?
• What does a brand have?
• A target who (they want to go after): first decide who you want to sell to
• A positioning (they want to own)
• Want consistency in people’s response of 1-word equity behind brand
• Volvo = safety #1 around the world
• An image (they get as a result of the above)
• Technology/social media affects it
• Ask your friends: what is my 1-word equity?
• What is a brand?
• Product
• Service
• Experience
• Person
• Institution
• Place
• Promise
• Emotion
• Commitment
• Responsibility
• Team
• You as a brand
• Coke: $70B, Nokia: $30B
• How much are you worth?
• Who is your target?
• What is your positioning?
• What is your image?
• 2 concepts
• Strategies: when you’re making a clear choice w/ consequences
• Lose weight (goal) => join gym (strategy) => plan
• Choice that is really a choice
• it has clear consequences
• it comes before plans
• Strengths: before, focused on improving weaknesses (huge self-improvement industry in US)
• Now, focus on your strengths
• Must match strengths to job
• What are you really good at
• What you leverage most of the time
• What you keep working on
• Moroccan women spend 6 hours per day today washing stuff
• Tip #1: (try to) be clear about what matters to you the most
• Tip #2: change is the only constant. Embrace change. Learn how to thrive under change.
• Tip #3: treat everybody with respect, be straight and tell them the truth. Have a point of view.
• Tip #4: be yourself and leverage your strengths. We all make a lousy somebody else. Don’t imitate role models.
• Tip #5: have dreams, aspirations and ambitions. But focus your energy on the job you are doing, not the next one.
• Tip #6: you are only as good as other ppl think you are
• Annual 360 degree reviews of strengths & opportunities (give list of ppl to boss and boss subtracts and adds)
• Tip #7: always provide constructive criticism
• Tip #8: your personal leadership matters
• Tip #9: have fun
• Tip #10: always help others and feel comfortable to ask for help
• The best time to plant a tree is 20 years ago. The second best time is today. –Chinese Proverb