At Skabe en Fireball - Ko AT SKABE EN FIREBALL EXECUTIVE SUMMARY - analyse og udvikling af Andersen

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  • – analyse og udvikling af Andersen & Bjørnskovs corporate identity

    Cand.ling.merc.-speciale Forfattere: Hanne Kristine Larsen & Marie Hundevad

    Handelshøjskolen i København | Engelsk Institut | 2005

    At Skabe en Fireball

  • At Skabe en Fireball En fireball er den klareste stjerne på himmelen. En fireball er den højeste mand i mængden. En fireball er det man ikke kan undgå at lægge mærke til, og det man absolut må have fingrene i.

    Begrebets ophavsmand hedder Anthony Aconis, og er den etablerede brandinghobs ukronede provokatør. I bogen Fire- ball – et opgør med branding, er Aconis’ hovedbudskab, at vi har brandet os ihjel - at branding er død - og at man der- for må ty til andre midler, hvis man vil skabe et navn for sig selv og sit produkt. Man må fireballe – brænde igennem i sit marked og skabe et navn eller et produkt, der er så uimod- ståeligt, at alle vil have det. Man gør det ved at leve sit løfte, ikke kun fortælle om det. Hvis man har lovet sin målgruppe at være den virksomhed, der får talenterne frem, må man gøre netop det. Det handler om alt, lige fra hjemmesiden, der fortæller om talentudvikling, kontormøblerne der er designet af håbefulde unge talenter, og kurserne man udbyder for at samle eller styrke talenter. Man fortæller ikke kun historien, men lader driften assistere sig i fortællingen. Man lader drift- en holde løftet til markedet.

    I vores speciale har vi taget fat i virksomheden, der har lovet sit marked at få talenterne frem. Den hedder Andersen & Bjørns- kov. Vi har lovet at hjælpe dem med at blive en fireball – lade alt hvad de rører ved fortælle markedet, at de er virksomheden, der får talenterne frem. Vores mål er at hjælpe dem med at brænde igennem i deres marked – at blive en uimodståelig fireball. Den klareste stjerne på himmelen.

  • AT SKABE EN FIREBALL EXECUTIVE SUMMARY - analyse og udvikling af Andersen & Bjørnskovs corporate identity

    T H E C R E A T I O N O F A F I R E B A L L - analysis and development of Andersen & Bjørnskov’s corporate identity

    The creation of a fireball implies a knowledgeable organisation that takes a stand on its own behaviour, its market and its stakeholders. The aim is to get home the kind of enthusiasm that induces a strong desire with the stakeholders. The means through which such enthusiasm is achieved is defined by a creative and insightful approach to communications, products and service concepts. These two emotional values are essential to the organization’s ability to offer holistic experiences, which are key to stakeholder satisfaction and preference.

    To the extent that the organization appreciates the value of providing holistic experiences, the creation of a fireball becomes possible. Therefore, the fireballing ideology prescribes the organisation’s holistic approach to three core aspects which are all interrelated, namely product, branding and identity. With the application of the fireballing ideology to Andersen & Bjørnskov, the present dissertation takes its starting point in the organization’s former website. The website is mainly perceived as a product presentation, lacking clear communication of coherence in spite of interesting products. From the website’s incoherence it is inferred that the organisation lacks a corporate identity, and thus fails to make clear, to internal as well as external stakeholders, why Andersen & Bjørnskov should be their preferred choice. Such inference may be drawn from the fact that a website per se is an organization’s virtual identity, making an incoherent website the reflection of an incoherent organization. Translated into a fireballing-ideological perspective, this leaves two of the above core aspects to be dealt with; branding and identity, which are thus the points of concentration for the present dissertation. Andersen & Bjørnskov’s neglect of branding- and identity-related issues may be explained by an absent management, which is seen to have a negative impact on the organisational environment. For this reason, the purpose of the dissertation is to draw up a communications plan, to help the organisation focus, cohere and ultimately become a fireball. The holistic approach that fireballing invokes, is also present in the methodological foundation of this dissertation, and sets the interpretive framework for the analysis of Andersen & Bjørnskov’s corporate identity. Such framework also allows for the qualified choice of literature, based on which a “branding trinity” has been formed. Apart from the fireballing ideology, this trinity includes holistic branding theory and storytelling; the means through which Andersen & Bjørnskov is able to achieve coherence in products, branding and identity. For the purpose of identifying the core of the organisational incoherence, the present dissertation includes a situational analysis, outlining the organisation’s internal and external environments. The analysis has confirmed the preliminary assumption that Andersen & Bjørnskov is facing communicative problems. This leads to the conclusion that the organisation must act to improve the dysfunctional aspects that hinder the making of a fireball. However, although the outlined communications plan may add momentary coherence, Andersen & Bjørnskov will see itself challenged by the dynamic and adaptability of their potential fireball that continuously adjusts itself to new situations. In that the incoherence is rooted in the organisation’s lack of management, a true fireball is not an option until this fundamental problem is solved. Therefore, Andersen & Bjørnskov needs to take a stand on their identity and decide to not let contingency be its guide. Becoming a fireball implies no compromises.

  • AT SKABE EN FIREBALL INDHOLDSFORTEGNELSE - analyse og udvikling af Andersen & Bjørnskovs corporate identity

    1

    I N D H O L D S F O R T E G N E L S E Executive summary

    Indholdsfortegnelse ......................................................................................................................................... 1 Figuroversigt.................................................................................................................................................... 5 Bilagsoversigt .................................................................................................................................................. 6 Forord .............................................................................................................................................................. 7

    DEL A INDLEDNING OG PROBLEMFORMULERING ........................................................ 8 KAPITEL 1: INDLEDNING................................................................................................................................... 9

    1.2 Definition af problemfelt ..................................................................................................... 10 1.3 Formål................................................................................................................................ 10

    KAPITEL 2: PROBLEMFORMULERING............................................................................................................... 12

    2.1 Specialets struktur ............................................................................................................. 12 2.2 Afgrænsning ...................................................................................................................... 13 2.3 Forklaring og diskussion af centrale begreber................................................................... 14

    2.3.1 Andersen & Bjørnskov som virksomhedstype ................................................ 14 2.3.1.1 Den lille virksomhed ............................................................... 14 2.3.1.2 Virksomhedskultur.................................................................. 15

    2.3.2 Andersen & Bjørnskovs målgruppe ................................................................ 16 2.3.3 Specialets målgruppe ..................................................................................... 17 2.3.4 Sprogbrug ....................................................................................................... 17

    2.3.4.1 Fireballing............................................................................... 17 2.3.4.2 Storytelling.............................................................................. 18

    KAPITEL 3: METODISK GRUNDLAG.................................................................................................................. 19 3.1 Indledende overvejelser..................................................................................................... 19 3.2 Den lille virksomhed og metode......................................................................................... 19 3.3 Videnskabsbegrebet .......................................................................................................... 20 3.4 Metodisk grundlag ............................................................................................................. 21

    3.4.1 Arbnor & Bjerke............................................................................................... 21 3.4.2 Deetz............................................................................................................... 22 3.4.3 Videnskabsteoretisk fusion ............................................................................. 24