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Brand as a driver for powerful change

Learn the significance of brand differentiation, relevance, authenticity, and consistency in driving real change. Understand how collaboration, commitment, and engagement play a vital role in successful brand activation to address challenges and seize opportunities.

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Brand as a driver for powerful change

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  1. Brand as a driver for powerful change Jennifer Manton, Kramer Levin Siobhan Burns and Bill Schroeder, Clarity Group

  2. Uncertain times

  3. Opportunity: From talent-based to solutions-driven

  4. “You don’t hire Jane Doe at McKinsey. You hire McKinsey.”

  5. Brand

  6. Differentiation Relevance Brand Authenticity Consistency

  7. A brand is a promise of performance reinforced by a consistent experience

  8. “I reckon about 20 percent of a brand is its physical attributes, like a logo, color, letterheads. The rest is all about behavior. Employees bring a brand to life; they are its ultimate custodians.” • — Ian Buckingham, Interbrand

  9. Brand Activation

  10. Collaboration

  11. Collaboration Commitment

  12. Collaboration Commitment Engagement

  13. Strategy Activation Research • Understand the firm, its aspirations, and its position in the marketplace • Define the firm brand: who you are, what you stand for, and where you’re going • Engage all of your people in bringing the brand to life

  14. Brand activation workshops: How can we use the brand to spark ideas? What is a brand and why is it important? What are we trying to solve? What is the firm’s brand strategy?

  15. Change is hard… Process is key

  16. We wanted to shift the firm… • Mainstream • Individual • Traditional • Independent • Structured • Practice-oriented • Cutting-edge • Firm • Modern • Collaborative • Flexible • Solutions-oriented

  17. ProactiveCreativePragmatic

  18. Brand is the core organizing principle for driving change through key firm initiatives Client experience Business development Marketing BRAND STRATEGY Products and solutions Successionplanning Research and development Pro bono and community involvement Talent strategy

  19. Kramer Levin brand activation Key firm business opportunities and challenges • Real and implementable solutions • Proactive • Creative • Pragmatic

  20. Brand activation results • More collaboration and engagement • Organic ideas for addressing challenges and seizing opportunities • Clarity around who we are and how we stand out • Commitment to a consistent, unified, “one firm” client service experience

  21. Brand activation is the key to driving real, effective, and lasting change.

  22. Brand activation is the key to driving real, effective, and lasting change. And it’s an opportunity for marketers to lead that change.

  23. What can you do now? • Assess your team’s activities

  24. What can you do now? • Assess your team’s activities • Evaluate the existing brand strategy

  25. What can you do now? • Assess your team’s activities • Evaluate the existing brand strategy • Get your leadership on board

  26. Clarity Group fromclarity.co Thank you.

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