The power of the brand nebrcul[2]

The Power of the Brand Staying Relevant in an Ever-Changing Environment

Jim Knight

My Brand 21 years

•  Internal Branding - Employee Philosophy

The Set List

•  External Initiatives

•  Top Take Aways - Handout

•  Brand Reinvention – Staying Relevant

@KnightSpeaker

Brand Culture

Member Experience

Employee Behaviors

•  Shared Mission •  Value-Orientation •  Beliefs, Experiences •  Standards, Procedures, Processes

Vicious Circle

Types of Brand Environments

Virtuous Circle

Leaders

Hire Staff

Morale & Culture Disintegrates

Member Experience is Anemic

Nobody is Talking About You

Visitor Rate Slow

Sales & Profit Targets Missed

Staff & Managers Bail Out

You Hire Under Pressure

Bonus & Financial Results

Beat Sales & Profit Targets

Raving Fans Return

Great Member Experience

Builds Morale & Culture

Can Hire the Best Available

Attractive Place to Work

3C Employees •  Your company is only as good as the care &

attention you provide to ensure each employee has:

–  Strong Competence –  High Character –  Embodies the Culture

Hard Rock - Original Staff

•  46 employees in the first Cafe (London 1971)

•  Original Servers had to be 30+ year old women

•  Guest-obsession was innate & unparalleled ü Southern hospitality mind-set (mom) ü Consistent standards ü Attention to detail ü Sense of urgency

6/14/12

Today’s Workforce

•  Individuality is a priority

•  Risk-takers

•  Visual learners

•  Short attention spans

•  Technology savvy

•  Socially-conscious

•  Want to do meaningful work

This profile affects everything!

Think Differently

•  You must differentiate yourselves from the rest to survive

•  Unique individuals = unique experiences

Hire Only Rock Stars…

Not Lipsyncers

Top Ways to Keep the Brand Relevant

1. Hire only rock stars, not lipsyncers

Staff Recruiting Ads

Staff Interview Guides

•  3-interview process for every staff-level potential hire: Interview #1 - Any Manager Interview #2 - Department Manager Interview #3 - General Manager

•  Managers each use a different Interview Guide

•  How managers communicate with

each other on the potential employee – creating consistency

Design Principles •  Comic-book style - photos & graphics •  Less text / words •  More bullet points, where possible •  Lots of generous white space •  Consistent font types & sizes •  Humor, where appropriate

Training Materials

THINK: Airline Safety Card

Digital/Social Media

Twitter

SMS

Location Based

Photos

Review Sites

Blogs

Social Media & Technology

•  Receiving info quickly from multiple sources - parallel

processing & multi-tasking

•  Processing pictures, sounds & video before text

•  Learning that is relevant & instantly useful

•  Instant gratification & rewards…and fun

Digital Natives (Generation Z)

Completely distinct from all prior generations, they require a change in how we communicate. They prefer:

The New Generation

Audience Response Systems Phone Text:

22333

######

Web/Laptop: 22333 www.Poll4.com

Poll4.com

OR

Audience Response Systems Phone Text:

22333

####

Web/Laptop: 22333 www.Poll4.com

Poll4.com

OR

Technology is now 100% interwoven into our daily lives.

2. Communicate to employees in the language they dream

Top Ways to Keep the Brand Relevant

1. Hire only rock stars, not lipsyncers

Statistics That Don’t Lie

•  Surveyed more than 2 million employees at 700 companies worldwide, over a 25-year period

•  Found that immediate supervisors are the single largest influence on an employee’s decision to quit (or stay)

The Gallup Organization:

People join brands, they leave individuals.

“At the end of the game, the King and the Pawn go back into the same box.”

- Italian proverb

Emotional Bank Account

•  Like credit unions, relationships are based on trust •  The more deposits, the better the interest & health of the member account •  Big withdraws (or too many) could result in the account going dry

Mentorship is the New Training

Managers need to harness their leadership skills:

•  Don’t hoard information - look for opportunities to teach others

•  Always give the ‘why’ behind the ‘what’

•  Provide ongoing/consistent feedback

•  Get veteran, long term employees involved in all initiatives – Create an Army of Giants

“The best time to plant a tree is 20 years ago. The second best time is today.”

- Chinese proverb

2. Communicate to employees in the language they dream

Top Ways to Keep the Brand Relevant

3. Create an army of giants & love the ones you’re with

1. Hire only rock stars, not lipsyncers

Hard Rock Incents Staff Like They’re Rock Royalty •  Individuality relished

•  Rolex watch – 10 years of service

•  Harley Davidson – GM of the Year

•  High Volume = $$$$ •  401 K – 50% match •  Pins – ongoing recognition •  Philanthropy is a part of our DNA •  Growth - good internal promotion rate •  Travel – trainers open up global properties •  Unprecedented Access – to rock artists & memorabilia

Employee Expectations

Money Work / life balance They want it all!

Happy to have a job

Started really suing companies

Showed up, did the job & then went home

Attorney’s phone # is on speed dial

Started keeping an eye open for a better job

Tolerated authoritative “old school” managers

Responded well to those that just said “thank you”

Only loyal to those that inspire, teach & develop with compassion

They bail at the drop of a hat - usually because of poor leadership

20 years ago 10 years ago Today

If employees were volunteers, would we treat them differently?

Don’t yell at

me.

Develop me. Thank

me.

Talk to me.

Inspire me.

Today’s Workforce

Meet Some Rock Stars

•  The Rolling Stones – arguably one of the world’s greatest Rock‘n’Roll bands

•  Outstanding music & musicianship

•  Haven’t had a hit song since 1989

Think About This:

•  Still the top grossing act when they go on the road

•  Album prices: US $12-$16

•  Concert ticket:

•  People are willing to pay the price for the show…because of the show

US $150-$1,500

•  Being at the Show: Priceless

For Most, It’s a Pretty Cool Job…

For Others, It’s a Lifetime Commitment.

2. Communicate to employees in the language they dream

Top Ways to Keep the Brand Relevant

3. Create an army of giants & love the ones you’re with

1. Hire only rock stars, not lipsyncers

4. Incent employees like they’re rock royalty & treat them like volunteers

Profitable Growth

Promotable People

+ Guest Experience

+ Employee Experience

•  Great Service

•  Quality Product

•  Cool Environment

•  Price/Value

•  Clean

•  Safe

•  Fun

•  Money

•  Benefits

•  Recognition

•  Growth Opportunity

•  Leadership

•  Fun

•  Clean

•  Safe

C U L T U R E

B R A N D

VALUES

METHODS

What you Say you will do

What you actually Do

BRAND CULTURE

+

=

Profitable Growth

Promotable People

+ Guest Experience

+ Employee Experience

•  Great Service

•  Quality Product

•  Cool Environment

•  Price/Value

•  Clean

•  Safe

•  Fun

•  Money

•  Benefits

•  Recognition

•  Growth Opportunity

•  Leadership

•  Fun

•  Clean

•  Safe

C U L T U R E

B R A N D

2. Communicate to employees in the language they dream

Top Ways to Keep the Brand Relevant

3. Create an army of giants & love the ones you’re with

1. Hire only rock stars, not lipsyncers

5. Do the things you say you will do (Values + Methods = Brand Culture)

4. Incent employees like they’re rock royalty & treat them like volunteers

Historical Timeline

1971-1995 No Competitors for 25 years

1996-2003 Dark Days (Negative Sales) -  Competition (Theme Restaurants) -  Guest Confusion (Food Quality & Price) -  9/11

Most Associated With Hard Rock By Age Segment

Q: What celebrity/personality do you most commonly associate with the Hard Rock brand?

18 to 20 21 to 24 25 to 34 35 to 44 45 to 54 55 or older

? ? ? ? ? ?

Artist Association

Historical Timeline

1971-1995 No Competitors for 25 years

1996-2003 Dark Days (Negative Sales)

2004 Brand Reinvention & Cultural Focus

-  Competition (Theme Restaurants) -  Guest Confusion (Food Quality & Price) -  9/11

•  Brand Guidelines

•  Brand Identity

Public Print Ads

Public Print Ads

Public Print Ads

Physical Menu

Old Approach

Current Direction

Table Top Design

Old Approach

Current Direction

Food & Beverage

Old Approach Current Direction

Merchandise Store

Old Approach – Counters & Cubbies

New Approach – Open-Floor ROCK SHOPS

Merchandise – In-Store Displays

Old Approach

Current Direction

Merchandise – Window Displays

Old Approach

Current Direction

Video Screens

Old – Hospital-Like Monitors

Current – Flat Plasma Screens

Live Music

Old – Regular, Local Unknown Musicians

Current – Fewer, but Premium Experiences

Memorabilia

Old Approach

Current Direction

Memorabilia

Memphis Cafe - Old Approach

Memphis Cafe - Current

Memorabilia

San Diego Cafe - Old Approach

San Diego Cafe - Current

Guests Interaction with Memorabilia

Old Experience

Enhanced Experience – w/ Technology

Building Design

Old Approach – reflective of Classic Rock themed restaurant

Building Design

Current Direction – •  trendy •  comfort-focused •  technology-driven •  lifestyle-oriented •  unique spaces

Building Design

Current Direction – unique design elements:

•  music-oriented •  local nods

Historical Timeline

1971-1995 No Competitors for 25 years

1996-2003 Dark Days (Negative Sales)

2004 Brand Reinvention & Cultural Focus

-  Competition (Theme Restaurants) -  Guest Confusion (Food Quality & Price) -  9/11

2005-2011 Record Sales & Profits

Move at the Pace of Society’s Culture

COMMUNITY

TECHNOLOGY COMMUNICATION

STAKEHOLDERS

2. Communicate to employees in the language they dream

Top Ways to Keep the Brand Relevant

3. Create an army of giants & love the ones you’re with

1. Hire only rock stars, not lipsyncers

5. Do the things you say you will do (Values + Methods = Brand Culture)

6. Move at the pace of society’s culture – be open to change

4. Incent employees like they’re rock royalty & treat them like volunteers

Seth Dechtman

1-877-245-8692

seth@thespeakeragency.com

Jim@KnightSpeaker.com

@KnightSpeaker

Jim Knight

Jim Knight