Flextronics A case study in brand partnership - · PDF filejohnsonbeesley Flextronics case study / June 13 2013 / P3 The starting point – working with the latest corporate identity

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Flextronics

A case study in brand partnership

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www.johnsonbeesley.com Flextronics case study / June 13 2013 / P2

Our relationship with Flextronics began when we were chosen to redesign their corporate brochure.

The brief was to create a flagship print piece to

tell a cohesive story (in multiple languages), push creative boundaries, and most importantly, to

honor core principles of the brand identity.

To align ourselves, we first studied and assessed the existing identity and brand guidelines.

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The starting point – working with the latest corporate identity refresh

Building the Brand - A Visual System Brand Guidelines 1.1

3.1 Primary Color Palette

Building the Brand – A Visual System

Primary Color PaletteThe Flextronics color palette shown on this page has been coordinated to work with all the facets of the Corporate identity system and is the primary color palette.

Each color complements the other to reinforce the brand identity. These colors should always be predominant in any layout of proprietary visual information.

Flextronics Blue should be used for Corporate and Partner branding. Flextronics should only be used for supporting typography.

Master artwork for all logos is available in each color reproduction option to suit a range of media, backgrounds and applications.

Base logos are available in the following color variations: Flextronics Blue on White White on Flextronics Blue Black on White White on Black Transparent Backgrounds White No Background

Graphic Standards

Flextronics BluePMS = PMS 289 UCMYK C=100 M=64 Y=0 K=60RGB R= 0 G=51 B=102HEX VALUE = 003366

Flextronics GreyPMS = PMS Cool Gray 9 U CMYK C=0 M=0 Y=0 K=51RGB R= 102 G=102 B=102HEX VALUE = 666666

Trademark 2.1 Logo


Logo

Used across all geographic regions and Partners, the Flextronics Parent logo is the primary identifier of all Flextronics activity. In advertising, print and online communications, the Parent logo clearly represents the Flextronics Brand.

To help maintain the strength of the Flextronics Brand, it is important to use the logo in a consistent manner, as shown in these guidelines.

The logo consists of two elements: the Flextronics Parent logotype in Flextronics Blue and the ‘Broken X’ symbol at the end in a gradient derived from Flextronics Blue.

The Parent Logotype is always positioned to the left of the Flextronics Symbol at a fixed, relative size.

This iteration of the identity should only ever be used on a white or very light background with plenty of clear space surrounding.

Alternative identities have been created for various backgrounds, production processes and media. No aspect of this identity should be altered; any variation of the logo diminishes the visual identity of Flextronics and Partners.

To ensure consistency of appearance, approved electronic artwork should always be used.

Parent Logotype Flextronics Symbol

3.2 Expanded Optional Color Palette


Expanded Optional Color Palette

The expanded optional color palette is meant to be used to enhancePowerPoint presentations and other collateral. It is not meant to beused for logo color.

Graphic Standards

70% Screen

100% Color

30% Black Overprint

60% Black Overprint

Gray BlueCMYK 60C 30M 0Y 11KSpot PMS646RGB 102R 140G 185BHEX # 668CB9

TangerineCMYK 0C 65M 100Y 0KSpot PMS151RGB 255R 102G 0BHEX #FF6600

Bright BlueCMYK 70C 50M 0Y 0KSpot PMS2718RGB 85R 126G 204BHEX # 557ECC

OrangeCMYK 0C 35M 100Y 0KSpot PMS130RGB 255R 204G 51BHEX #FFCC33

Light BlueCMYK 40C 15M 0Y 0KSpot PMS283RGB 153R 204G 255BHEX #99CCFF

YellowCMYK 0C 15M 100Y 0KSpot PMS109RGB 255R 204G 0BHEX #FFCC00

PurpleCMYK 36C 36M 0Y 0KSpot PMS2705RGB 153R 153G 204BHEX #9999CC

LimeCMYK 40C 0M 100Y 15KSpot PMS383RGB 153R 153G 0BHEX #999900

VioletCMYK 40C 60M 0Y 0KSpot PMS2577RGB 153R 102G 204BHEX #9966CC

GreenCMYK 60C 10M 100Y 25KSpot PMS377RGB 102R 153G 0BHEX #669900

NeutralCMYK 25C 20M 40Y 0KSpot PMS452RGB 204R 204G 153BHEX #CCCC99

IvoryCMYK 10C 10M 20Y 0KSpot PMS4545RGB 220R 220G 204BHEX #DCDCCC

AmethystCMYK 75C 100M 15Y 0KSpot PMS526RGB 102R 51G 153BHEX #663399

AquaCMYK 80C 0M 55Y 0KSpot PMS339RGB 0R 153G 153BHEX #009999

BrownCMYK 0C 65M 100Y 65KSpot PMS469RGB 102R 51G 0BHEX #663300

2.6 Partner Branding Full Color


Partner Branding Full Color

Trademark

3.3 Typography - Business Systems


Typography - Business Systems

Flextronics communications have a distinctive look and feel.

A consistent approach to the use of typography helps to achieve the Flextronics look worldwide.

These guidelines explain the basics of Flextronics typography: the Flextronics font, typesetting style, and the use of color.

Follow the typographic standards shown in these guidelines whenever you produce a Flextronics communication.

The typographic specifications given here are for use in printed communications. In addition to these specifications, layout templates are available for many Flextronics printed documents.

Flextronics online communications must also maintain Flextronics’ consistent typographic look.

Type specifications are set in online production templates developed by the Flextronics Corporate Marketing Team.

Graphic Standards

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The starting point – working with the latest corporate identity refresh

5.1 PowerPoint Cover, Divider and Thank You Slide

People Finance Sustainability Technology


PowerPoint Cover, Divider and Thank You Slide - Our Four Themes

The PowerPoint Cover, Divider and Thank You slides have been inserted into your template deck.

There are 4 themes to select from allowing you to select the theme which best suits your PPT’s content and your audience. There are templates for the Flextronics Parent brand and all Partner brands.

These presentations contain masters for layout, typography, and color scheme to main the consistency of the Flextronics brand.

Optional CONFIDENTIAL copy box.

Colour ShiftAll users should take care that the color model used [RGB vs CMYK] is appropriate to the final reproduction method specified for artwork. As screens vary from user to user it is not always clear that colors remain consistent, always check color formulas are accurate using the color measuring element of the software program in use. RGB for Flextronics Blue – R 0, G51, B102

All templates are accessible at the Marketing section of the Flextronics Corporate Intranet site.

PowerPoint 6.5 Datasheet Folder Template


Datasheet Folder Template


Marketing Collateral

6.10 Posters & Banners Template


Posters & Banners Template


Header statementplaced here.

Secondary message placed here. Secondary message placed here. Secondary message placed here.Call to action placed here - further / contact information

Artwork placed here.

Header statement placed here.

Secondary message placed here. Secondary message placed here. Secondary message placed here.Call to action placed here - further / contact information

Artwork placed here.

Poster A1 840mm X 594mm Banner 2.1m x 1m

6.11 Advert Templates


Advert Templates


Global Manufacturing Solutions.

What canwe do for you?

What canwe do for you?

Global Manufacturing Solutions.

Portrait

Landscape

NOTE: Sample copy only for illustrative purposes.

Takeaways:

n Guidelines constructed with employees in mind, not creative professionals

n ‘Damage limitation’ the name of the game

n Room to push the brand creatively

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With a clear understanding of the brand system, we demonstrated our ability to move the brand forward in a creative way, while remaining true

to the core identity.

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Project 1 – corporate brochure 2012

Brief:

n High production values

n Communicate a sense of moving forward

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Project 1 – corporate brochure 2012

Brief:

n High production values

n Communicate a sense of moving forward

n Tell a story that engages

n Break out of the ‘boxy’ approach to other brand communications.

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Having shown that we could work within standards while applying creativity to the parent brand, our next project challenged us to narrow our focus and deliver value to a Business Group.

The trade show campaign we created and implemented for the Aerospace & Defense group

far exceeded past efforts, while maintaining a strict adherence to the existing brand guidelines.

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Project 2 – trade show ads and stand

2www.johnsonbeesley.com Popup & Pullup graphics concepts / Flextronics C.A.M. Conference Stand Graphics / V6 / 04-13-12

Brief:

n Design press ad and stand graphics to support show presence

n Incorporate elements of identity ‘progress’ from corporate brochure but remain within current ID guidelines

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Fully immersed in the brand, we then won an opportunity to engage in a project that utilized

all of our agency’s services.

Tasked with attracting quality candidates and reducing cost of staffing, our brief was to audit

and redefine the employer value proposition, develop a thought leadership platform, and

create, launch and maintain a multi-channel socially-driven employer brand campaign.

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Project 3 – employer brand platform

Brief:

n Discover and define the employer ‘Brand Idea’

n Develop a thought leadership platform

n Create a visual identity to express the ‘Brand Idea’

n Create a recruitment campaign to be communicated through a variety of channels

n Develop and maintan a social media ecosystem

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Finding the ‘fit’Defining the Flextronics employer brand platformPlatform 1.4: Employer brand idea and interim

expression guidelines

EMPLOYER BRAND PLATFORM 1.4 P6

• Plays a wide variety of roles: as sled dogs, hauling freight, performance dog, family pets

• Has retained more of its original form and function than many other modern breeds, including its distinctive appearance

• Is directionally savvy

• While they are generally slower in long-distance dogsled racing against smaller and faster breeds, their usefulness lies in the ability to help move heavy objects over shorter distances

• Because it has a long genetic foundation of living in the harshest environment imaginable, many of its behaviours are evolved to conform with “survival of the fittest” – thus, their strong, independent personality

• Commonly characterized as independent and resourceful

• Because of their intelligence, they can be difficult dogs to train. However, if the trainer understands Malamutes and how to keep them motivated, success is possible

• Is quite fond of people, a trait that makes them particularly sought-after family dogs

• Although usually quiet dogs that seldom bark, when a Malamute does vocalize, it often appears to be “talking” by vocalizing a “woo woo” sound

1.2: BRAND CHARACTER TRAITS 1.2.1: ANIMAL: ALASKAN MALAMUTE

ASSOCIATED VALUES

RATIONAL EMOTIONAL INTRINSIC

SMART COLLABORATIVE STRONG

DEVOTED ACTIVE

PRESENCE

FLEXTRONICS ESTEEMS:

• Team players who enjoy the challenge of tackling large, immediate challenges

• The ability to keep overall objectives in mind

• Those who are independent in spirit but have a strong sense of being part of a larger community

• Strong opinions when they are sincerely held and respectfully given

• Toughness and drive that are not exclusive of playfulness and sociability

• People who are inherently resourceful and ready for anything


2: BRAND VALUES 2.1: CORE VALUES SUMMARY

* Note: Where a value was not identified sufficient times to give clear insight, similar values are grouped together and their scores amalgamated and where necessary, a more inclusive term is substituted.

RATIONAL VALUE INSTANCES TOTAL

1. SMART 4 + 5 9 2. INNOVATIVE 5 + 1 6 3. DEPENDABLE 3 + 3 6 4. PERFORMANCE 2 + 1 3 5. ATTENTIVE 3 3 6. EFFICIENT 1 + 1 2 Reassigned*: to: INSIGHTFUL 3 1 PROFESSIONAL 1 4 CONSISTENT 1 3 KNOWLEDGEABLE 1 2 BALANCED 1 3 RESOURCEFUL 1 1 ADAPTABLE 1 1 VALUED 1 3 FRUGAL 1 6

EMOTIONAL VALUE INSTANCES TOTAL

1. COLLABORATIVE 5 + 5 10 2. STYLISH 5 + 4 9 3. DETERMINED 2 + 5 7 4. UNPRETENTIOUS 3 + 3 6 Reassigned*: to: PLAYFUL 3 4 DRIVEN 2 3 HARMONIOUS 1 1 APPRECIATIVE 1 1 CURIOUS 1 3 CLASSY 1 2 DEDICATED 1 3 OPEN 1 1 PRESENCE 1 2 INSPIRATIONAL 1 2 APPEALING 1 1 CREATIVE 1 2 ENTERPRISING 1 3 OPTIMISTIC 1 1

INTRINSIC VALUE INSTANCES TOTAL

1. WINNING 3 + 3 6 2. STRAIGHTFORWARD 1 + 5 6 3. INTELLIGENT 2 + 3 5

4. GLOBAL 3 + 1 4 5. ADAPTABLE 1 + 2 3 Reassigned*: to: STRONG 1 1 ACTIVE 1 1 EXCELLENCE 1 1 PROFESSIONAL 1 3 DIVERSE 2 5 RELAXED 1 2 SIMPLE 1 2 CONVENIENT 1 2 SKILLED 1 3 ENJOYABLE 1 2 PLAYFUL 1 2 COMMUNICATIVE 1 4 ASTUTE 1 3


The following are definitions for the Associated Values used for the purposes of this analysis. Definitions were based on the intention of responders, context, and the overall appropriateness to the brand. Values that did not require specific definition are not listed.

ADAPTABLE = Flexible, diverse resources, the ability to pull the best from many different things

ATTENTIVE = Detail-orientated, listens, perceptive, carefully considers

CREATIVE = Gleaning new insights, innovating a new process or approach

CARING = Enjoys other people, thoughtful, doing the right thing, contributes to a wider community

CONVENIENT = Accessible, easy and efficient

CURRENT = Interested and participatory, aware, up-to-date on current events and pop culture

DEPENDABLE = Being your word, committed to mission, supportive

DETERMINED = A relentless drive to win, driven, curious, dedicated, enterprising

DRIVEN = Committed and engaged, can-do, willing, hard-working, strives to win

EFFICIENT = Finding ways to improve processes

ENTERPRISING = Forward-looking, entrepreneurial, able to seize the initiative

1: BRAND PERSONALITY 1.1: ANALYSIS VALUE DEFINITIONS

EXCELLENCE = Commitment to high quality and efficiency, craft and leadership, innovative

FRUGAL = Prioritizes savings over marginal benefits

GLOBAL = Inclusive, accessible, open-minded, culturally savvy, experienced

INDEPENDENT = Self reliant, confident, free-thinking

INNOVATIVE = Constantly improving, operationally creative, finding connections, new ways to do old things

INSIGHTFUL = Practical application of acquired knowledge, proactive

INSPIRATIONAL = Enthusiastic, engaging, encouraging

INTELLIGENT = Able and willing to acquire new knowledge and apply it

LEADERSHIP = Personal belief, worthy of respect, inspiring

OPEN = Willing to explore alternatives and suggestions

OPTIMISTIC = Forward-looking, positive, relaxed, confident, enjoyable

PERFORMANCE = Reliable, hi-tech, advanced, successful

PERSEVERANCE = Committed, goal-orientated, steadfast


1.2: BRAND CHARACTER TRAITS 1.2.16: MYTHOLOGICAL CHARACTER: HERMES

• Known as the divine messenger of the Olympian gods in Greek mythology

• Characterized by a sharp mind and fluid communication

• Associated with symbols the rooster and the tortoise, purse or pouch, winged sandals, winged cap, the herald’s staff, the Greek kerykeion or Latin caduceus

• Heralded as the god of wit, poetry, language and invention

• Known for being fleet-footed, cunning and sly – but with a big heart

• Is incredibly resourceful and influential, being a irreverent diplomat between god and human

ASSOCIATED VALUES

RATIONAL EMOTIONAL INTRINSIC

RESOURCEFUL DETERMINED COMMUNICATIVE

ADAPTABLE COLLABORATIVE ASTUTE

FLEXTRONICS ESTEEMS:

• People who are able to bridge worlds and adapt quickly to new environments

• Keen insight and the ability to can read between the lines

• The ability to react quickly

• A caring nature, big heart and collaborative personality


HEAD

HEART

GUTS

RATIONAL

EMOTIONAL

INTRINSIC

DEPENDABLE / INNOVATIVE /

PERFORMANCE / SMART

DETERMINED / COLLABORATIVE /

STYLISH / UNPRETENTIOUS

ADAPTABLE / GLOBAL / INTELLIGENT /

STRAIGHTFORWARD / WINNING

2: BRAND VALUES 2.2: BRAND PYRAMID

Step 1: create the foundation

n Define brand personality

n Define core values

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3 : EMPLOYER BRAND PROFILE 3.1: PERSONALITY PROFILES

Based on the analysis above, a potential profile of Flextronics as an employer could be:

Mathew Matthew just turned 40, and he’s never been more excited about where his life is going. He’s put blood, sweat and tears into developing his career, and has worked his way up from the ground floor [determined]. He’s a dynamo at the office, and believes in giving nothing but 100% of himself 100% of the time [performance, winning]. His parents are from Denmark, but he was raised in California. While attending Cornell for his degree [intelligent], he worked as an intern at a tech start-up, and ended up heading their technology efforts upon graduation [smart, determined, innovative] because of the high levels of excellence he brought to everything he does [performance, winning]. He loved the fast-paced, always-on, team-centric energy of the start-up [innovative, collaborative] but eventually left there to start his own business [innovative] that allowed him to work abroad for 4 years in various countries as an independent consultant [adaptable, global]. He then returned to California, where he met his wife, who’s also in the industry. Although he’s been at Flextronics for over 7 years [dependable], Matt still loves the excitement of tackling unexpected challenges with his team [innovative, collaborative, adaptable]. He comes to work ready to achieve more and better than he did yesterday [determined, winning, performance]. Enthusiastic about everything he puts into his life, he is an avid basketball fan, and loves all snow sports [straightforward]. He is always trying out the latest gadgets, but not because he wants to appear hip [unpretentious] – instead, he is genuinely passionate about invention in all forms, and loves to inspire and be inspired by technology [stylish, smart, global]. Matt describes himself as “hard-working, easy-going ” [dependable, performance, straightforward, unpretentious]. His coworkers jokingly nicknamed him “Al” - short for Alligator, because, they say, “he might not be on your radar, but when he sinks his teeth into something, you know it.” [performance, winning].

A potential prospective employee profile might look like:

Rob Although he only graduated a couple of years ago with a B.S. in engineering from Harvey-Mudd, Rob already has a ton of work and life experience [smart, determined, adaptable, intelligent]. Being a Millennial he knows software, tech, trends, social media like the back of his hand [innovative, collaborative, global], but his passion is making things (he is a regular at the Maker Faire) [innovative, determined, adaptable]. His Dad is originally from Shanghai and his mom is from the UK, but Rob was born in the US and grew up on the east and west coasts. Rob knew the industry climate, so as he was graduating he recognized that most manufacturing jobs were based abroad. Like a true engineer, he assessed the situation and came up with an innovative solution: he found a small American bicycle company with manufacturing headquarters overseas and got hired [smart, global]. This also enabled him to combine his sporting prowess from college (where he’d been a champion cyclist) with his professional career by becoming the technical director for the works team [performance, collaborative, winning]. After two years he moved back to be closer to his family using the money he’d made to buy a small investment property in lower SOMA in San Francisco [dependable, smart, unpretentious].


4: EMPLOYER BRAND IDEA 4.2: EMPLOYER BRAND IDEA

COLLABORATIVELY INNOVATIVE PERFORMANCE


4: EMPLOYER BRAND IDEA 4.3: EMPLOYER BRAND IDEA: EXPRESSION

POWER UP.


3: EMPLOYER BRAND PROFILE 3.2.3: PERSONALITY WORD CLOUD: COMBINED


4: EMPLOYER BRAND IDEA 4.2.1: EMPLOYER BRAND IDEA: DEFINITION

COLLABORATIVELY INNOVATIVE PERFORMANCE

COLLABORATIVE = Collective power, caring, teamwork

INNOVATIVE = Constantly improving, operationally creative , finding connections, new ways to do old things

PERFORMANCE = Reliable, hi-tech, advanced, successful


5: APPENDICES 5.1: APPENDIX 1: SUGGESTED EMPLOYEE VIDEO PROFILES

Employees to be profiled for the videos should be people who are:

• Creative and innovative: i.e. has a story about how they helped improve the design of a customer product

• Hardworking: i.e. has an example of how s/he was determined to come through for a client or coworker

• Fun, friendly, likeable: i.e. is well-liked by coworkers, has been reported as such by clients

• Intriguing: i.e. has an interesting story to tell about their life path, personal history, and how they came to work at Flextronics. They have real ‘interest-appeal’ as to why they chose to work at Flextronics and how their career has blossomed since coming to work there and can therefore provide a clear example of the learning and advancement possibilities available within Flextronics

• Global: i.e. has had exposure to other places, travels, born outside the US, lived outside the US, takes interest in global culture and regions

• Enthusiastic: i.e. has energy and excitement about what they’re working on, a new project coming down the line, their family, their outside activities, and are generally is engaged with their lives

• Excellence in everything they do: i.e. they go the extra effort, never settle for “just good enough” are forward-looking, take pride in their work, have a story about a time they went the extra mile, and maybe also can tell about an outside activity or something in their personal life that they put their heart into

Step 1: create the foundation

n Define brand personality

n Define core values

n Define example employee profiles

n Propose ‘Brand Idea’

n Propose brand expression

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Step 2: express the ‘Brand Idea’

n Create a visual identity

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FLEXTRONICS EVP: EXPRESSION GUIDELINES 1.0 P15

In this example, Mike McNamara’s subject is culture. However in this particular example he is talking about the product of this culture and therefore he prioritizes words from the ‘performance’ section and the balance of tone and style is directed accordingly. He would then employ the activation methods listed below in order to propagate his TLP platform.

2: THOUGHT LEADERSHIP PLATFORM 2.3: THOUGHT LEADER VOICE EXAMPLE 1

Mike McNamara Culture

Flextronics has a singular culture aligned with common language and collaboration to solve difficult problems for our customers and provide solutions that give them a competitive advantage in the global marketplace. We have a granular focus on winning, innovation, procedural efficiency, and putting in that “extra 10%” to deliver the most powerful solutions in the EMS industry.

1) Create and contribute to ‘The Extra 10’ blog and advertise it to your contacts.2) Subscribe to client blogs from Cisco, HP, NASA etc and take an active part in the discussions.3) Be aware of opportunities to be interviewed at events in areas to which you travel, such as being in the city where a party convention

is taking place.4) Always use photos and/or videos to illustrate your entries.5) Remember to always be ‘social’ in social channels. Listen as well as speak.

Tone & style

Messaging

Thought leader

Activation

Example

Concerted Collective Combined Engage Global Integrated Joint Mutual

Open Shared Social Transparent Weave United

Change Evolve Fresh Intelligent Inventive Pioneering, Original Rapid

Reinvent Solutions Spearheading Unconventional Vanguard

Able Adaptable Astute Capable Compel Competent Competitive Determined,

Driven Effectual Efficient Evoke Excellence Intent Passion Persistent

Potent Powerful Proficient Resolve Repeatable Resourceful Skilled Tireless Unceasing Winning

Attentive Balanced Dependable Flexible Friendly Unpretentious

Active Can-do attitude Clear Direct Enterprising Insightful Optimistic

SmartConfident Evocative Passionate

Precise Professional Strong

Step 2: express the ‘Brand Idea’

n Create a visual identity

n Create a verbal identity

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Step 3: roll out campaign

n Select, shoot and edit employee ‘Power Moment’ videos

n Design campaign pages for internet and intranet

n Create and manage Facebook, Twitter, LinkedIn, YouTube and Vimeo pages

n Create and deploy Facebook App

n Create and manage blog site

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Flextronics EVP October 2012 Expression guidelines 1.0


1: BRAND VOICE 1.1: DEFINITIONS AND COMMUNICATION GOALS

The brand voice is derived from definitions outlined in the Brand Idea. As such, these establish what our communication goals are.

DEFINITIONS:

Brand Idea:

COLLABORATIVELY INNOVATIVE

PERFORMANCE

Col

lect

ive P

ower,

Caring, Teamwork

New ways to do old things

creative, Finding connections,

Constantly improving, O

perationally

Successful, Sustainable

Reliable, Hi-tech, Advanced,

Confi dent, Evocative, Passionate, Precise, Professional, Strong

Active, Can-do attitude, Clear, Direct, Enterprising, Insightful, Optim

isti c, Smart

Atte

ntiv

e, B

alan

ced,

Dep

enda

ble, F

lexibl

e, Fr

iendly

, Unp

retentious

Potent, Profi cient, Resolve, Repeatable, Resourceful, Skilled, Tireless, Unceasing,

Winn

ing

Determined, Driven, Effectual, Effi cient, Evoke, Excellence, Intent, Passi

on, Pers

isten

t, Able, Adaptable, Astute, Capable, Compel, Competent, Competi

tive,

Reinvent, Solutions, Spearheading, Unconventional, Vanguard

Change, Evolve, Fresh, Intelligent, Inventive, Pioneering, Original, R

apid,

Mut

ual,

Ope

n, S

hare

d, S

ocia

l, Tra

nspa

rent, W

eave, United

Con

certe

d, C

olle

ctiv

e, C

ombi

ned,

Eng

age,

Global, In

tegrated, Joint,

Brand communication goals

Primary words (messaging)

Secondary words (tone and style)

COLLABORATIVECollective power, Caring, Teamwork

INNOVATIVEConstantly improving, Operationally creative, Finding connections,


PERFORMANCEReliable, Hi-tech,

Advanced, Successful, Sustainable


2: THOUGHT LEADERSHIP PLATFORM 2.1: STRATEGIC OVERVIEW

Each thought leader’s talking points are a forum for expressing the Brand Idea. It is essential that, although the subject matter may differ, it is expressed using a common voice.

Brand Idea:

COLLABORATIVELY INNOVATIVE

PERFORMANCE

Col

lect

ive P

ower,

Caring, Teamwork


creative, Finding connections,

Constantly improving, O

perationally

Successful, Sustainable

Reliable, Hi-tech, Advanced,

Bran

d ex

pres

sions:

e.g. Power Up, Power Moment, Power On, The Extra 10

Mike McNamaraCulture

Supply chains

Caroline Dowley

Dave Sm

olley

Tech Costs

& Di

strib

utio

n

Energ

y Gen

erat

ion

EC S

ykes

PF StrategyPaul ReadHigh Precision, Zero defects

Paul Humphries

Global Coordination

François Barber

Mik

e D

enni

son

Man

ufac

turin

g so

lutio

nsCa

therin

e Hern

andez-Blades

C.S.E.R

METHOD

METHOD

METHO

D

METHOD

MET

HOD

MET

HO

D

METHOD METHOD

METH

OD

COLLABORATIVECollective power, Caring, Teamwork

INNOVATIVEConstantly improving, Operationally creative, Finding connections,


PERFORMANCEReliable, Hi-tech,

Advanced, Successful, Sustainable


3: VISUAL GUIDELINES 3.1.1: POWER UP COLLATERAL EXAMPLE AND COMPONENTS 1

Principal photography style [FLX_PU_PAT_PROF_PIC_1920X1080.PNG]

Principal typography

Secondary typography always + ‘Chevvy’ [FLX_PU_CHEVVIES.EPS]

Navigation typography

Colourways

Power banner headers [FLX_PUP+PM+PON_BANNER_HEADS_WHITE.EPS]

[FLX_PUP+PM+PON_BANNER_HEADS_BLUE.EPS]

Shadow for open banner headers [FLX_PUP_BANNER_SHAD.PNG]

Power Up background [FLX_PU_BG_GRAD.AI]

Photo background [FLX_PU_PHOTO_BG_GRAD.AI]

Power On background [FLX_PU_PON_BG_GRAD.AI]

Top ‘wedgie’ [FLX_PU_TOP_WEDGIE.AI]

Logo [FLX_PU_MASTER_LOGO.AI]

Bottom ‘wedgie’ off [FLX_PU_BTM_WEDGIE_OFF.AI]

Bottom ‘wedgie’ over [FLX_PU_BTM_WEDGIE_OVER.AI]

Navigation button off [FLX_PU_MORE_BUTT_OFF.AI]

Navigation button over [FLX_PU_MORE_BUTT_OVER.AI]

TES BOLD IS USED TO CREATE ‘POWER’ HEADINGS

Flex Blue 100 / 64 / 0 / 60

Flex Light Blue 40 / 15 / 0 / 0

Flex Gray 0 / 0 / 0 / 51

Flex Gray Blue 60 / 30 / 0 / 11

Lato Light is used for

message copy with regular

used for emphasis and

headings.

Nova Round is used only for navigation labels


Here is an example of how the verbal guidelines have been used to refresh an existing piece, taken from the careers section of our internet site.

As the subject matter is primarily concerned with describing the work environment, the focus of the messaging is drawn from the ‘collaborative’ section, though not exclusively so, and the tone and style is therefore aligned with these selections. Note also how words with similar meanings have been substituted for palette words in order to improve the flow.

We have a genuine collaborative intent when interfacing with peers, supervisors, subordinates and customers. We actively seek opportunities to engage other business units, establish relationships that build our portfolio of content experts and work together to solve problems. In addition to engaging others to create a better solution, we leverage and share any available knowledge, best practices or lessons learned.

At Flextronics, we recognize that we cannot do what we do without each other. Your teammates will have a strong social conscience and genuine collaborative spirit. You’ll contribute to this collective environment by actively engaging with other business units and geographies and constantly sharing knowledge, best practices or lessons learned.

1: BRAND VOICE 1.4: WORKING EXAMPLE

Tone & style

Messaging

Example before

Example after

Concerted Collective Combined Engage Global Integrated Joint Mutual

Open Shared Social Transparent Weave United

Change Evolve Fresh Intelligent Inventive Pioneering, Original Rapid Reinvent

Solutions Spearheading Unconventional Vanguard

Able Adaptable Astute Capable Compel Competent Competitive Determined,

Driven Effectual Efficient Evoke Excellence Intent Passion Persistent

Potent Powerful Proficient Resolve Repeatable Resourceful Skilled Tireless Unceasing Winning

Attentive Balanced Dependable Flexible Friendly Unpretentious

Active Can-do attitude Clear Direct Enterprising Insightful Optimistic Smart

Confident Evocative Passionate Precise Professional Strong


In this section you will find a reference to all the components currently created for Power Up and The Extra 10 brand expressions. When creating additional visual components carefully review new designs and ensure they conform to the visual style that has been established. Ask yourself whether your new work ‘fits’ with the overall look and feel of the existing collateral and meets the communication goals outlined above.

For this reason you will not find exact sizes or proportions detailed. As previously stated, a brand is a constantly evolving entity and therefore it’s visual expression must evolve as well. Be creative but judicious.

As noted above, there are currently only two distinct expressions for the Brand Idea that are additional and complementary to the master brand expression as detailed in the current Flextronics guidelines document. Therefore if what you are intending to create does not extend either of these two new expressions, you should defer to the master brand guidelines for further information.

3: VISUAL GUIDELINES

“I want perfection.”Do you? Joins us. facebook.com/flextronics/careers

Does it fit?

Step 4: keeping it on track

n Create visual and verbal guidelines

johnsonbeesley



Flextronics EVP October 2012 Reference documentation

FLEXTRONICS EVP: REFERENCE DOCUMENTATION P40

The power of you...1: Please state your name:

2: Where are you originally from? How is it different from where you live now, if different?

If not different, what keeps you here?

3: What do you do in your spare time, or, what do you wish you had more time to do?

4: When you were 10 years old, what did you want to be when you grew up?

5: If you had unlimited money and resources, what would you do with a year off?

6: Can you describe a time when you enjoyed a friendly What spurred you on to win? (or not so friendly) competition?


4: EMPLOYEE QUESTIONNAIRE RESPONSES

01: Name 02A: Origin 02B: Different 02C: Not different 03: Spare time 04: 10 years old 05: Year off 06A: Competition 06B: Winning 07A: Challenge 07B: Challenge end 08: Fired up 09A: Team effort 09B: Team feeling

Ahmer Qasim Pakistan I live in Charlotte North Carlina now na I enjoy spending time with my family, my wife, my 3.5yr old son and my 6.5months old daughter, play golf, read business journals. I wish I had more time to work out

I wanted to be a doctor I would travel the world with my family, I would volunteer to spend time supporting less fortunate children working with organization such as Plan USA and I would spend time trying new business ideas

In college during a fund raiser and a magazine launch The fact that if I put my mind in to it I can do it On a customer project with Flextronics where on time delivery was very poor and challenges were very high and with the right actions within 3 weeks time the business started to turn around

The drive to win and the believe that we can do it as a team New challenges gets me fired up. I get inspired by success and my dad. I am passionate about my work where I can mentor people and my kids I can talk about both for hours

Yes the project I mentioned answering question # 7 I could have not done it without the team work that was put into it

As a team people bring different expertise, ideas, thoughts, experiences which when used effectively can resolve any challenge. It was so good to see the results in the end

Alejandro de Alba Guadalajara, Mexico Living in the same city I have traveled to 30+ countries, I like them for visiting, but I prefer to live here because I want to have my children growing with their extended family.

I love reading, to ride bicycle, motorcycle and horses; in general the outdoor activities.

A novel writer Travel around the world and write a novel during the travel. It's a booster, it takes the best part of me. I'm a competitor, I enjoy to stretch to the edge to meet goals. When we merged with Solectron we had the requirement to integrate our apps (eBPM) in a few months to all new sites in order to establish seamless control across the board, The targetwas to make it happen in 1/3 of the time that normally takes, with the same resources, and with all roadblocks that a merge of this size has. After furious work it happened against all odds.

Teamwork, passionate customer focus, relentless conviction to win. Not meeting the target was never an option.

The challenges fire me up, when I'm told something is not feasible. My passion is travel, I can talk for hours on the places, culture, food and all ingredients around traveling.

All the time, in a huge company like this the only way to make things happen is collaborating with people from all areas involved.

Is great when a disperse team, with different cultures, various time zones, but one single shared goal can make.

Antonio Teglia Italy not different My job and my family. Flex Medical in Italy and in Europe is growing fast and it's very stimulating and rewarding. However I would be happy to move where "the action" isembracing the change and seizing new challenges

I like short and long leisure trips, abroad or within my country; beside sightseeing, I love to try different foods from different regions . Whenever I can I train myself at the gym or I go for a bicycle ride with friends. Table tennis and basketball are sports I really like to practice

As I was technically inclined I wanted to be an inventor or a scientist. I was also very good at drawing caricatures, so I would have lovedto be a comics author or a cartoonist.

I would establish my own enterprise. My dream would be to combine science and art. So it would probably be in the entertainment industry (visual effects, video-games,interactive movies, etc.)

Two years ago Flex Medical Design Team was engaged by a top tier pharma customer to improve the design of a prototype medical device the customer had been developing with a competitor EMS (Sanmina). We had to demonstrate our way of designing the device would be more effective than Sanmina's.The customer asked us to meet Sanmina and understand the details of what they had done in the previous two years of development.As the product was very complex, of course Sanmina's people were somehow reluctant to disclose their secrets of the trade and especially their suppliers names.It was my task to work with the customer and explain what were the major risks in the supply chain that needed to be addressed with Sanmina.As a Advanced Project Sourcing Director I immeditely teamed up with Flex engineers to identify a better supply base than the one adopted by our competitor. By networking with our GPO and sites, and with a very flexible approach I contacted all the right manufacturers that allowed us to deliver in a short time a lighter, faster, and more accurate drug delivery device prototype. This won us the business.

This was the first project we had to be so much technologically complex and challenging. This was a rellay innovative device for the pharma industry and most of the challenges were in the scouting of the right suppliers to deliver the edge-technologies that were neeeded to implement the improvement ideas that our Flex Medical Engineers had in mind.So the challenge posed by innovation, like moving away from the usual consumer-healthcare products and suppliers, to find more sophisticated vendors and methododlogies to minimize risk for the customer and the end-users.

When I first arrived in Flextronics Medical 5 years ago, I was coming from a very structured OEM company (Alcatel-Lucent). Flex Medical was in its infancy and the majority of the processes, facilities and talented resources that are there today were not available: they had to be conceived and then created or implemented.As a director of advanced project sourcing I was tasked with immagining and creating from zero the processes and the team that would provide sourcing activites for design engineers, project managers, site procurement teams end NPI facilities both in USA, in Europe and in China.However there was very little base or structure to build upon and the mind-set of the people working in the procurement at the time was mostly pure-EMS oriented. The idea that Flex medical could actually design and develop products on their own (as commissioned by our customers) was not spreading and a lot of my work has been educating colleagues about what we could actually achieve and what enormous leverage this would give us in front of our suppliers.Today Flex Medical R&D and sophisticate supply chain management is regarded as one of the most important and promising opportunities and a lot of investments have been made to grow its potential.

Creating and implementing the workflows, processes and team to aid engineering departments in the scouting, selection and approval of suppliers for Medical, was achieved by teamworking with Quality, Operations and Global Procurement talented individuals sharing my same vision.

Partecipating to the creation of a new product, scouting new technologies, defining new processes, helping customers improve their way of working and their products

Defining the preferred supplier list for Flex Medical was particularly challenging. Not just because of the strict requirements imposed by notified bodies, federal agencies, and customers, but also because of the need to localize te supply base near our manufacturing sites around the globe to better manage total cost of ownership of the goods we buy and to allow a more efficient implementation of end-to-end supply chain solutions for our customers.Supply base rationalization to identify and develop preferred/strategic suppliers is a huge task as many different departments will use the PSL is significant: site procurement, global quote team, strategic supply chain managers, material managers, engineering teams, etc.So the supplier selection process must be able to satisfy the requirements of a vast number of stakeholders.

By teaming up with the Flex Medical supply chain management team, the global procurement team and with the medical sites procurement teams it was possible to define the criteria that would allow to determine if certain suppliers can be considered strategic or not for Flex Medical.Apart from the high number of variables involved in the process and defining such a list is a huge task where a lot of diferent points of view need to be taken into account and the expertise of many different managers is necessary.

Brian Maddox Kansas I lived on a farm so living in San Jose is just about 180 degrees different.

n/a Spend most of the time with my family. I enjoy being with the kids and doing all the regular kid activities

Farmer or Professional Baseball Player I would go to our Cabin in Crested Butte, CO and spend the entire year with the kids and doing activities such as fly fishing, mtn biking, snowboarding, etc.

Backpacking with my friends Simple, I hate losing. For me it was in IT when I first came to Flextronics and had to replace the current systems with Cognos Finance. The tools were not built to handle a company the size of Flex but we work diligently and partnered with Cognos to make it work.

The partnership with Cognos and the power and collaboration of the team... ultimately not accepting failure.

At this point in my life I think the commitment to children and our social responsibility to make sure they are all given a chance to succeed in life.

You can reference the example above. If we didn't have a strong team, Cognos would have failed.

It required the partnership with the vendor and the collaboration and the multitude of skills from many employees to get the task accomplished.

Daniel Tan Singapore China cultures are more reserved but in greater depth than Singapore. Life back in Singapore are more trendy & in-lined with the mainstream Western cultures, for example Pop-Rock musics and fashions. Of course, there are 4 Seasons over here whilst it is always Summer back in Singapore, that makes life here more colorful than back home. There are a lot more places of interests and scenery to go around in China.

N.A Rest at home surfing net, I go cycling when I have more time. I wish to spend more time in the gym for a regular keep fit program.

I aspired to be an engineer when I was young. Travel around the world and get to learn more cultures and meet more friends.

Annual jogging competition in schools and work place. Aspired to be the best in my capabilities. Many years ago I worked in an IC Semicon leadframe electroplating process. All the upstream processes converged into the processes that I took charge and then diverge to the downstream processes. A peculiar defect knows as tin nodules suddenly surfaced (it causes potential short circuits in IC packages) and the entire factory was shutdown for ~ 1week. I was under tremendous stresses from my superiors and management to resume the productions

There were many experiments, contacting all the experts for advices and solutions but all attempts failed. Recalling the basic fundamentals learnt in the colleges, I experimented the use of special surface pretreatment process known as "Strike Electroplating" in place of normal "Acid-Dip" and the defect just vanishes!

It's all about professionalism, passions for work, aspired to be the best!

Years ago in my previous company, ICT NDF was reported to be the main production bottleneck in the manufacturing of a leading Game Console product. I led a team of engineers both various sites and together with the local ICT test engineers, we identified the root causes as the no-clean SMT residues on the test pads / vias causing the problem. Many believed that wave soldering flux was the main root causes, which is not true. The site was misled by this belief for many years.

I felt proud to lead a team to resolve the issue. The problem involved multiple disciplines including Production, SMT/Wave Soldering manufacturing process and ICT testing...& hence exploring the problem in an individual realm and know-how may not resolve the problem.

Graham Morton UK (Scotland) In the same Area Location, quality of life, family commitments Golf, Running, watching football (soccer), Local Charities Mechanical Tradesman like my Father Spend quality time with my wife and family, travel around the world, follow a fitness and wellness plan, learn a language

Winning back a customer account after losing it to other competitor. This took over 1 year of continuous relationship building, internal and external, building up confidence of the customer to offer a business opportunity.

I believed that we had an excellent business solution for the customer and that the failure of losing previously to the competitor was used as positive motivator .

When studying for Management Diploma I failed the Financial Exam twice, the 3rd re-sit was the last chance or Diploma was failed.

Hard work in study, focus on key elements of the subject, practice on previous papers, support of my family and tutor. Kept focused on my end goal of having a greater opportunity for an interesting and rewarding career if I had this educational background.

My work, the different challenges and overcoming them. People that have come through adversity and won the challenges. Golf or Football are my passion away from work

As Chairperson of the Local Village Childrens Gala, where the team built the Gala from a dying tradition (60 years) to a vibrant 2 week community event. This included, Children and Adult Sports day, Childrens Talent Competition, Community Celidh (dance), Street Parade with Floats and Pipe Bands. This required a lot of coordination, volunteers, fund raising etc.

As this was a community event and run by a committee, this brought its own challenges, however it needed different skill sets and cooperation of people with various backgrounds to get this event organized over a 6 month period.

Jaime Escoto Mexico I Live in the same city where I was born, The place has not had a significant change.

It is a quiet place, I live here because I can take care of my own Family, parents, brothers and in law family

Sometimes exercise, play with my sons, visit my family... Engineer, I always liked to "build" things by using "legos" or pieces of wood..

Get a list of the main necessities of my community or country and not only solve them (give the fish), but also teaching the people to solve the problems and live better (learnhow to fish).

At the end of the university, 2 students and myself were waiting for the announcement of the best student of the bachelor degree,they were discussing about who of them would be named, the surprise was that none of them was named and I was the personwho was named as the best student of the Mechanical engineering generation 1994-1998.

The support and help I can give to others, directly or indirectly. "if you don´t live tohelp, you don´t help to live"

The transformation of the Lines I was in charge of, at that time Lean concept was not a common thing, so I worked on transforming the manufacturing concept of some modules, I faced some people resistance to change and was almost forced to return to the original concept, at the end I convince them and after seeing the beneficial results they "bought" the new concept and we extended it to other manufacturing lines.

The results of productivity achieved in the area where Lean was applied.

I am fired up by the continuous improvements projects not only in the job but also in my life, things that can help us to live better, What inspires me is the motivation of the people, I like to motivate others and transform the way of thinking, I can talk about it for hours, I am convinced that by changing our mind we can change our environment, we definitively decide what kind of life we want to live.

Achieve my Bachelor degree, The town were I was living was very far from the university, in order to get there it was necessary to travel 1.5 hours X 2 every day, pay 4 buses daily, and pay all the tuition and school supplies and at the same time work during the morning, It would not have been possible without the help of others, at the end I could finish the Bachelor degree.

I could not have done it alone because of the resources needed, the distance, and I did not have the possibility to pay a house and food near to the school and at hte same time take care of my parents.

Janice Kuan Penang, Malaysia I am based in Penang but travel out to the Flex sites when needed. Love the place, they call it "Pearl of the Orient". It's a tropical paradise!

Catch up with close friends and family. Living my life with people who matters most to me.

Believe it or not, an air stewardess! Travel and LIVE the world many times around... Attendinga an intense training session organized by Flex and leading a team during the training. My team won!

Awesome feeling of accomplished success! Buying my first house for my family and the rest was history. 3 days and nights of calculations, risks assessment, worries and prayed to God.

Providing, caring and protecting my children. They are my source of inspiration and motivation.

It was during a Shingijutsu Lean Kaizen event in Flex Zhuhai. I led a team who was said by the Japanese sensei (the late Sugai-san) as building a 'One Night Castle' for a transformation we did in the warehouse area.

Excellent accomplishment. It was a great team who listened and just did it. No concrete head!

John Mainey I grew up in New York but also lived in Texas for 18 years

It is true that Southerners are more friendly! And the weather in Texas or in North Carolina is much better than New York!

What keeps me in North Carolina is the reality my family really enjoys it here! And as everyone knows, "if Momma ain't happy, ain't noone happy"!

I love being outdoors, especially the beach and the mountains, and I'm a huge sports fan. I also enjoy watching a good movie with my family.

I honestly don't exactly remember but I'm sure it was something to do with banking since my Dad was in that business. Boy am I glad I didn't go that career route!

I'd spend it working with one of the non-profits in the area helping them on the variety of causes they support; United Way for example.

Working for a living is a competition. Being a GM for a site is a competition all day, every day.

I have a responsibility to my employer and maybe even more importantly to the employees I work with to provide good results and keep jobs. It's what drives me.

The first time I was asked to be a GM was back when I worked for IBM. My boss had suddenly resigned and I was approached to consider the job. Running a site of ~1300 people is a huge responsibility that I wasn't sure I could handle. But I ended up taking the job and have never looked back.

I knew the plant was going to be at a crossroads, either get sold or shut down, and I did not want to have someone else make that decision for me. I felt out of everyone at the plant I had the best feel for the people and their capabilities.

First and foremost I am passionate about my wife and children. Each one of my children are special, and two of them have very special needs. My oldest son has had cancer since he was 19, 13 years ago, and he's my hero. My stepson has Asberger's Syndrome, a form of autism. And my two daughters are terrific in their own way. My wife is my best friend. I work hard for them. When I get down, I think of them.

The first thing that comes to mind is not about a work accomplishment. It's about dealing with my sons' issues with cancer. Until you face this situation personally you don't know how you can handle it. And I really couldn't handle it by myself. Friends, family, co-workers, doctors, nurses,....all contributed and continue to support me and my son.

When faced with a child with cancer, I felt helpless, and very fearful that he would die. Facing the potential of that reality alone wasn't possible. I needed support from others to help get through the hard days.

Jose Rafael Rodriguez Preciado

Guadalajara Jal, Mexico Yes it is different because, I have a big and very happy family now, I'm studying and working i a new excellent position .

It does not apply. I would like to have more time for my family, and I want to do exercise

I wanted to be a Doctor or Veterinarian I would travel to Cozumel with my family, I would spend more time with my kids and mother, I would learn an instrument, I would take singing lessons.

The competition was relaxing, and It make me feel important The preparation and dedication of all the participates In Flextronics the competition with the coworkers is too hard because the carers or knowledge of the people, we thought that I could never get the Engineer position but in this moment is a reality

Work, Dedication and Studies. My story in Flextronics. v v

Juan Jose Gonzalez Regalado

Guadalajara Jalisco Mexico

The difference is the great experience of Europe and know how to work from another site of Flextronics.

NA I play baseball and I'm a baseball team manager of children aged 7-8 years and would like to have more time to this activity and to spend more time with my family

Baseball player Travel around the world with my family The last kaizen event in which I was leading my team Personal growth and teamwork When we were ranked as low performing supplier with our client but we now have rating of 90/100 on the score card.

Hard work, new strategies and teamwork Baseball,continuous improvement The last Kaisen event and the improvement in the score card of the customer

Because this requires teamwork and the Multidisciplinary vision of each of the members

Kenji Takeuchi Born in America, 1st Generation Japanese American. Parents born in Japan.

I live in Georgia, USA. As a Japanese American living in the 'South', the southern culture is very interesting. It is similar in many ways to the way my family in Japan, both in 'farming' and 'country side' environments.

Atlanta, Georgia is a great city that has the international cultures as well as the slower and calmer 'southern' culture that seems more relaxed than many other large cities.

I enjoy playing and coaching my kids with various sports. I am a coach on my 2 boys soccer and baseball teams. I enjoy playing tennis on my own free time. I wish I had more time to play my cello and play music again. I played in orchestras in high school, at college, and in the community orchestra for many years. However, recently, I took a break from playing since I became busy with my 3 children.

I wanted to be like my father who was an aerospace engineer. I knew I was going to be an engineer but didn't know what kind. When I was about 10 years old my father gave me one of the first Sony Walkmans and I thought that one day I would make them. This is not too different than what we do now!

I would move my family to Japan for a year and allow my children to be immersed with the culture and language. My wife and I could also learn the language (since I am not fluent in Japanese anymore) and be close to our relatives and family for one year.

In a prior job, I was part of an engineering project that had 2 teams taking 2 different approaches to build a product. We were told that we were the plan B and the other team was plan A because management thought the other team's approach was better. We were not given the same resources and attention as plan A.

In the end, our solution worked better and we were able to show our management that we understood the product and issues and were able to overcome the perceptions. What spurred us to win is that we wanted to prove to ourselves and others that we are capable of anything, even with less resources if we put our minds to it and worked together. Being the 'underdog' really has a way of pulling a team together and getting passion to win.

During the period of the financial crisis that started in 2008, I was the GM of our design and engineering team in Atlanta (Norcross). I was determined that we would not have to 'let go' any of our employees. I did not think we could get through the crisis by having our team become productive, bring new business, and make money as an organization during these hard economic times.

In the end, what allowed us to survive the financial crisis without letting any employees go was the entire team's determination to find a way to bring value to our customers such that our organization can remain profitable and perform to our customer's satisfaction.

My passion in work and play is teamwork and leadership. I really enjoy studying these aspects with my favorite sports teams (such as my favorite football team). I also get passionate about developing and growing teamwork with our teams at Flex. I can talk forever about how teams with the right leadership and passion and fire can accomplish so much more than teams with just talent but does not have any passion and teamwork. I can also talk for hours about my favorite sports teams and why they are successful or not for the same reasons.

I could not have accomplished starting up ConFocus, building it and selling it to Solectron without my 2 other partners.

I could not have done it alone because me and my 2 partners worked as a team and provided very different but essential skills to make us successful. Though we each had different strengths and responsibilities, we shared our passion and vision and remained aligned. As a team, we were very much stronger than each of us individuals. It was very exciting and rewarding to work together to accomplish our very challenging goals.

09C: Team achievement 10A: Job title 10B: Work location 11A: Previous job 11B: Reason for leaving 11C: Leaving feelings 12A: Finding the job 12B: Heard before? 13: Job story 14A: Career power 14B: Life power 14C: Change in you 14D: Flex power 15A: Flex highlight 15B: Memorable moment

The goal we had for 99.9% on time delivery and the satisfaction that came along

Sr. Director WW Engineering Program Management

Charlotte, NC Corning Fiber Optic Amplifier Manufacturing

The company loss business and key customers and was cutting down operations

Sad initially for a few days but then happy to go after new endeavors

My old boss moved to work for Flextronics and he kept telling me about the company and contract manufacturing world sounded very interesting to me

Yes I found out about what Flextronics does and what motivated me to pursue an opportunity here was the fact that I will get to work with multiple customers and products. It is like multiple companies in to one and the broad work experience that I can get in a short period of time

I have been with Flextronics for little over 10yrs and I have got industry experience for 20yrs

I have become very confident in public speaking and not afraid to share my opinion

The exposure working with people all around the world coming from different cultures helps in bringing the world together. It has made me feel how we are all connected

My ideas, my success and what we drive every day from our projects to build and take Flextronics to the next level in the industry

Every day is a different challenge which really puts the statement "You Learn Everyday" into great perspective

What team work can do "I have project examples where things that seem to be almost impossible to do started to show positive results with the right team in place". People do make a difference

To see other perspectives, and collectable be able to come up with enhanced ideas and action plans.

IT Corporate Applications Director

Guadalajara, Mexico Advanced Technology Research

I got an offer from Flextronics that I couldn't avoid. Weird at the beginning, Flex has it's own vocabulary so is difficult to ramp up. But after that I fit perfectly with the breakthrough culture that was in place.

My brother applied for a job, RH in the interview asked him if he knewpeople with a profile they were looking for (IT Development), then they called me.

Yes, is one of the biggest companies in Guadalajara.

I wasn't looking for a job, when I got the call from the recruiter I said "I have nothing to loose, why not?", the original 1 hour interviewended on 4 hours, 6 different people interviewed me, at the end the VP of IT who told me that if I was ready then I can go directly toHR to start the paperwork... I joined 2 weeks later.

Great, I had the opportunity to do projects for all countries where Flex operates, to interact withCFO along other execs, being constantly challenged, I haven't being bored on the past 10 years!!

I have a good balance, I work hard but I have learnt to wrap it and not interfeer withmy personal life.

I have grew in all ways, I know now how a fortune 500 company operates, I have meet brilliant people (internally and business partners) from whom I have learnt hopefully a bit.

By continuously driving improvement, providing products and service in the way that I being the end user expect to get; to the point that my team is always proud to say they have done the tools that thousands of employees use everyday.

Building and deploying the eBPM application across all sites at Flextronics; it helps to standardize, streamline and automate a 12+ corporate processes, savings of millions usd every year.

To have participated in a company integration, where people from all areas and regions got together to make a validation, mappingand transfer of processes and systems in a matter of weeks, what normally can take months.

The colleaguse that helped in this process brought in different perspectives and expertise and als different ways of working, making the process of defining the PSL much faster and consistent.

Director Advanced Project SourcingCH/DD SSCM Teamleader

Monza, Italy Alcatel-Lucent Alcatel-Lucent was focused on making the same type of product all the time. I wanted a new challenge based on ever changing environment and a wider product portflio

I knew I did the right thing for me and I found a totally different, more fluid, flexible environment. It took me a short time to understand that I could bring some good value to Flex and as I had excellent managers I was allowed to express my potential. Still I am sure I have not yet fully understood all aspects of the complex reality of Flextronics and I know I will keep learning.

In Alcalte-Lucent, Flextronics was one of the suppliers I used to deal with. I was contacted by Flex Medical.

see #12 In February 2008, after 7 years as senior commodity manager in Alcatel-Lucent (telecom infrastructure), I was contacted by Flex Medical as they were offering a position for a Advanced Project Sourcing Director. I was looking for a new experience where I could change my way of working, develop new skills and knowhow, learn about a new market, bring added value and have a career growth.

I could prove to myself (and to Flex) that my past experience was very valuable in the EMS industry. I learnt a lot from very capable managers and I was given the opportunity to take on more and more responsibilities not only in the advanced project sourcing but also as leader of the supply chain manager for medical devices, focused on strategic customers.

Flex allowed me to develop more self confidence and personal skills in particular in the relationships development, conflict management and negotiation areas.

Flex allowed me to significantly broaden my network and better understand multicultural environments, giving me a deeper comprehension of the commonalities between different people and and different regions of the world.

I brought to Flex my previous experience: a structured methodology to sourcing and procurement for design and NPI, a disciplined approach to supplier development and relationship management, a solid technology and technical background.I effectively implemented the Design Win Agreement concept with strategic suppliers, which allowed for increased marginality and funding of some design center key activities.

Developing a sourcing team that follows strategic customers' products for their entire product-life, from concept to mass production phase out, managing sourcing and supply chain risks and developing robust and effective end-to-end supply chain solutions.

Flex Medical did develop a new high-runner product for one of their major customers. Development took 2.5 years. The week before mass-production launch the customer decided to abort the program. I had to negotiate with all the suppliers involved in the program the cancellation of all purchase orders that had been placed for the mass production launch in order to minimize the liability for our customer (2.5 MUS$). After 4 months of intense negotiations I successfully attained a reduction of liability from 2.5M$ down to 400K$. This was of course very well taken by our customer and Flex management.

Sorry, don't understand this question. It was a team project so we are all in it together.

VP Finance Milpitas, CA Arthur Anderson Kansas City , MO Sorry, don't understand the question I was the manager from AA consulting Flextronics

Not prior to our engagement

I worked as a consultant for approx one yr working with he finance department. Post the end of the year I enjoyed the culture so much that I decided to join the organization.

Given me an opportunity to work in so many areas I would not get at other companies such as IT, Finance and Acquisitions

for me the best thing is the friendships developed.

I see a much more global view now vs when I was a kid on the farm. Culturally it has expanded my views x-fold.

This is best asked of Flextronics. I lead the team to develop most of the finance apps we have today (Fred has taken them leaps and bounds since then). Also created a robust Ops structure for the Americas/Crp and now working to enhance FPA and M&A.

The opportunity to work in different functions. Culture and deep friendships in Finance

Synergy, new ideas & opinions and assess to the ICT test machine & program to improve the production yields.

Senior Engineering Manager Suzhou, China Celestica Dongguan, China For personal reasons, my fiancee lives in Suzhou, which is about 2000km away from Dongguan. I actually flown regularly & weekly over the weekend to meet her. I normally left the company on Friday Evening for Suzhou and back to Dongguan on Sunday late Evening. The regular weekend flyingt had gone for about 1 year plus. Taking the offer in Flex means meeting fiancess more regularly and end the weekly distant traveling.

Feel happy, knowing that life of weekly distant traveling (flying) will come to an end...and spend more time with fiancee.

Flextronics HR Officer has been contacting me regularly to join the company several years ago.

Yes, many years ago in the 90's when I worked in a PCB manufacturer in Singapore.

I accepted the offer to work in Flextronics and relocated to Suzhou from Southern China. More importantly on personal level, I can spend more time with fiancee.

Working in Flextronics powered my career to achieve the goals and targets thru intense Collaboration with other key members and associates.

Working in Flextronics enable me to strike a balance between career and family.

Yes, I am better aware that the power of team work and collaboration to achieve the impossibilities.

Yes. I worked with a team & passed several key NPIs and leadfree qualification for the high complexity PCBAs that is crucial to the customer.

Intense Collaboration A challenge. Close collaboration with the process engineers, technicians and rework operator to resolve the post rework solder bridging issue on the Alpine BGA of Teradyne Utah PCBAs. The annual realized saving is about US$36,000.

As a team we achieved to reenergize the Village event and bring back a community spirit which peaked during the 2 week Gala but continued throughout the year. Greatly satisfying from a personal point of view,

Global Account Director UK (Home Office) Marconi Instruments. A Test OEM company and part of GEC UK (17 years).

Wanted a new challenge in a vibrant and different industry and major EMS companies where just emerging

Apprehensive and excited. On my first day was asked if I would take up a different role from which I had been hired for. I did and enjoyed the experience.

I was recommended by a former work colleague and was contacted direct.

At the early stages of the EMS industry - No

I met with a former work colleague at a social event and he sold me on the new EMS company and industry as one of the future (17 years ago Solectron & Flextronics) growth areas globally. I was very interested in the opportunities and challenges of this industry would bring. He recommended me to the Local HR and I was contacted, interviewed and hired over a 3 month period,

I have been able to work in different roles in dynamic and changing environments.This has given me a wide range of experiences and knowledge that can be used in work and outside work.

I have been successful in providing a comfortable lifestyle for my family through my career, which has allowed both my kids to go through University . I have travelled to many countries and experienced working with different cultures. people etc which has been extremely interesting and a great learning experience.

I have a very open mind and embrace change in a positive manner. Working with different cultures is a very worthwhile experience and needed when in a Global Company

I have brought my leadership and team skills to my different roles and established high performance teams and/or Customer Accounts. My enthusiasm to change has also allowed me to adapt to the ever changing business environment.

When I was promoted to Manufacturing Director of the plant in Scotland. This was a major promotion and brought with it huge responsibility and accountability for a large plant and its workforce.

Winning the PACE account and with the site, Account Project and Customer teams, develop and establish a high volume STB operation serving the customer out of the new site in Timisoara (2003 - 2006) where we produced >4M units, met and beat customer expectations and became a very successful and profitable Account.

Improve the ability to convince others to do something good for others even when they will not receive a reward back...

Lean Manager Aguascalientes I started working for Xerox, then Flextronics acquired the Xerox Aguascalientesoperations and I passed to be a Flex Employee.

NA NA I really like Flextronics, I like the environment, the values and the challenges we continuously have in thecompany, it is very dynamic and allow the employees to grow and be alert and updated all the time.

No, I heard about Flextronics when we were told that our plant was going to beacquired by Flextronics.

When I was still studying the last year of the bachelor degree, I was told that this plant was needing a student to work in the Design area, I came herefor an interview and immediately was hired, I was so happy because it was my first "professional" job, since then I have been working here, two yearsin design, 7 in manufacturing and 4 in Lean & Six sigma. I have grown in Flextronics since I was single student to now that I have a great family.

Working in Flextronics has allowed me to become the site lean leader, currently I have been invited to conferences in schools and internally I am in charge of designing the continuous improvement strategy in the site

Thanks to Flextronics I have had the possibility to support the most important thing I have in my life "My Family"

I have changed who I am because I passed from being a single young to a married man with a good family, a good team that I have the honor to coordinate in the job and a work that allows me the non stop continuous learning, I see the world in a very positive way where there are a lot of opportunities to help others.

By doing continuous Lean projects with all the areas we power Flextronics to be more productive, actually during the last Year the Kaizen projects did a very positive impact to the profit.

There are many, some good things have been Stryker project, Productivity system and Shingijutsu events.

When my team was recognized due to the transformation of the plant and the Lean Strategy, also when we won the first place in the Lean Competition

Continuous improvement to space utilization and JIT inventory for Flex.

Senior Director, Global Accounts Management

global role, based in Penang Celestica I wanted the China exposure Great A headhunter in Singapore found me

Yes I had to take 4 modes of transportation (car, plane, train, ferry,) from my home in Penang to attend a FTF interview with the GM of the Zhuhai site. A few Flex employees even showed me around the vicinity of Zhuhai before I accepted the job offer. Very passionate people.

I was given the opportunity to run a business unit and then the site operations and now into global accounts & global program management

Very enriching work exposure

I am much smarter and nothing is impossible to me now! I am able to contribute to Flex to achieve the goals and targets set for my role / team.

Intense collaboration with the wonderful Flex people. Witnessing Flex Zhuhai campus transformation over the past 7 years into what it is today.

The support from others allowed me to stay sane, not lose hope, and keep doing my job at work.

General Manager Creedmoor and Charlotte NC

Solectron and IBM The business I ran for IBM was bought by Solectron and Solectron was bought by Flextronics

I was optimistic that in each case it was going to be a good thing for me and the employees I worked with.

N/A Yes See response to question 11. Flextronics is a solid company that has offered me many challenges in the last 5 years since being acquired from Solectron.

I've been blessed to be able to work with many outstanding people who have enriched my life.

I learn something new every day as a GM. And by visiting the other sites I have been able to learn and understand different cultures and appreciate the diversity they provide us.

Great question for which I have only an opinion. I hope I have helped Flextronics become better known as a great company for Customers to partner with. I hope I have helped our employees become better at what they do and happier in doing it so that they have provided great results for our Customers and for Flextronics.

It's tough to point one highlight but I'll cover two. First, is the pleasure and honor to be the General Manager on two sites. As I said earlier, I've been blessed to work with many outstanding people, who have made such a positive impact on my life, our Customers and Flextronics. The second highlight is seeing Customers and their products grow, such as redbox. How cool is it to know that your site and team have enabled a game changer such as that?!?!

My most memorable thing about Flextronics is still a work in process. Our "high cost" sites such as those in Creedmoor and Charlotte continue to be threatened for closure due to being underloaded. What drives me to work as hard as I can is to one day fill those sites back up, and allow our employees to go to bed at night without wondering if they would have a job to go to the next morning.

v Quality Engineer Flextronics GDL IBM de Mexico The work environment was intolerable. released with out the heavy load My brother worked here. Never My story is too long and I can tell that work in Flextronics had been the best experience in my life.

v v v v v v

Teamwork and the Multidisciplinary vision of each of the members Quality Analyst Guadalajara North, Mexico in a small shop as a designer

In search of better performance and personal development I felt good, because Fextronics was for me an improvement a job fair Yes for some friends who work here

Apply for the vacancy of metrologist and was a bit difficult as i was competing with several candidates but in the end I could stay with the job after many interviews

A perfect example of this, was the recent oportunity that I have to work at Flextronics Hungary

Giving the opportunity to grow as a professional and as a person

were I interchange knowdledge and interact with people from a different culture but focused to achieve the same goals that I have in my daily job; it was very impressive for me to know that I was able to share our best practices from Flextronics Plastics Mexico in order to make improvements to increse the performance of the company in the other side of the world.

Working always looking for zero defects and transmitting good practice of what we do in Mexico to Flextronics Hungary

The opportunity to work in a high level global company Undoubtedly the opportunity to travel to Hungary to support Flextronics for three months

My team allowed me to protectively grow my strengths while they filled gaps with their respective strengths. I was able to really understand what I was good at and what I was not as good at doing. Understanding my weaknesses and strengths is very valuable and especially valuable when you can experiment and learn with a team that you trust and trusts you. The key is that we could admit and recognize each other's strengths and weaknesses in an open manner.

VP, Products and TechnologyHome and Business Access

Norcross, Georgia USA I was working for ConFocus, a start-up company that I founded and sold to Solectron. Solectron was acquired by Flextronics.

Acquired by Flextronics. It was exciting to be acquired by a large, multi-national company. The exposure and global nature was exciting.

I was acquired but knew Flextronics very well because Solectron was very impressed with Flex and their capabilities and aggressiveness.

While at Solectron, I heard that Flextronics is big but moves fast, making very quick decisions and does not get bogged down in too much bureaucracy.

I was working for ConFocus. I started ConFocus with 2 other partners to focus on products and services for the digital video and multimedia connected home market. We grew from 3 people to about 50 people with very large customers like Cisco. We were then approached and decided to sell our company to Solectron so that we could grow our capabilities and provide value to more companies, broader technologies and have more international exposure. When Flextronics acquired Solectron, I decided to stay with Flex because I heard that Flextronics is more agressive and makes faster decisions.

Flextronics has given me the opportunity to grow my leadership capabilities and exposure to many different and broader technologies and aspects of running a business.

Flex continues to provide me international experiences. As a 1st generation American, it is important for me to get international exposures. Also, the flexibility with work and balancing my family time is great.

Working with so many different countries and cultures has changed the way I see the globe. We are all tied together and don't let geographies and citizenship make any difference in how we work and interact with each other.

I have brought Flextronics a new vision of what value we can bring our customers. I focus on bringing engineering and design solutions to our customers that typically look at Flex only for manufacturing services. I am proud that I am helping to change the perception of Flex capabilities and bringing more value to our customers.

The best highlight working at Flex is when we successfully completed a very difficult project for a happy customer after facing numerous challenges. I won a new project that implemented a new strategy that involved many new product design services for our customer. The product design involved teams in Atlanta, Ottawa, UK, Shenzhen, Shanghai, Taiwan and our customer in Boston. We were able to invent and create new processes in product development and product management that never existed with Flex to allow all of our different teams to work efficiently together to ultimately deliver a successful program to the customer. They were very happy and have since asked us to work on more next generation projects.

The Flextronics management teams that I have worked with have been really unique because our management team works hard and stays focused but also knows how to relax, have fun and get to know each other. The most memorable experience with when we had a meeting in Guadalajara and had a 'team building' outing where we went to a nice dinner, listened to great mariachi music, and had a great tour of the local Mexican villages.


4: COMPETITOR TLP MESSAGING ANALYSIS 4.1: JABIL WWW.JABIL.COM

n Instant focus on “Aim Higher” philosophy, and link to blogn Stock price/trend and social links in headern From front page, you get the 10k foot view of the company, their operating

philosophy, services, and culture.n Below the fold: Videos, locations, news. Followed by accolades, back patting

and a secondary link to blog (post on innovation)

5 Twitter handlesn 1 primary corporaten 3 business unitsn 1 initiative (startups)n ~650 followers with largest

concentration at primary handle

3 Facebook pagesn Most activity on/JabilCares; internal

culture and employer brand positioning

n May be ramping up careers page

YouTuben 23k viewsn 44 subscribersn 28 videos

LinkedInn Careers tab header graphic w/

messagingn Services tab w/ad link to blog and

service segementationn 13,457 followersn 1 group (alumni)

n Primarily used as a supplement to News and Press Release pagen Despite ability to share content, they don’t encourage commenting and

socializing within the blog. E.g., no call to action in final paragraph of postn Categorically well organized content

Accountability, Empowerment, Excellence, Expertise, Growth, High Velocity, Improvement, Ingenuity, Innovation, Lean Process, Quality, Simplification, Sustainability

Traditional media reach appears strong and SM is being leveraged to promote but not to engage other than things like “thanks for the ReTweet ”. Jabil are broadcasting, not conversing.

TAKEAWAYS:

• Increase social influence and reach through social strategy and broader channel presence.

• Engagement can be a key competitive differentiator. Don’t broadcast , converse.

• Ripe opportunity for Flextronics blog to create conversation and engagement, trackbacks, comments, and sharing.they don’t need a lot of pomp and circumstance to do so

Website observations

Social media presence

Blog observations

Common positioning words


No single competitor is operating a fully integrated social media platform.

Language and positioning around thought leadership is not a barrier to entry for Flextronics. Each of the three competitors, in not fully integrating a social media strategy, are failing to create an effective thought leadership platform. The ideas are strong, but the implementation is weak.

With Mike McNamara’s TLP focused on Flextronics culture, the lowest hanging fruit is an effective social campaign to reinforce and communicate the strength of the culture. Integrated communications between the website, blog, Facebook page, Twitter, YouTube and LinkedIn will create a microcosm that supports attracting, retaining the right talent for key positions in the Flextronics workplace, position executives as thought leaders and build brand reputation for customer growth.

This means engagement is key, and how we engage is a top priority. Every piece of communication should involve a call to action. Here’s an example:

n A blog article about “the extra 10” percent needed to win would contain a link to a Power Up video that embodies the competitive spirit of Flextronics. It would also end with a call to action for comments, e.g. “How has going the extra 10 percent had a positive impact on your career? We’d like to hear from you in the comments section below.”

n The article would be tweeted by both @Flextronics and @FlextronicsJobs n The article would also be posted on Facebook timeline since it relates to culture n The Power Up video, on the Faceboook Careers tab shows top job listings and encourages viewers to check

out all current job openings n Clicking to view those opportunities links to the Flextronics careers tab in LinkedIn (or the job search page on

flextronics.com) n The Flextronics careers tab on LinkedIn might display a paid ad to the right linking to the Power Up campaign

(establishing a 2-way street between Careers tab in Facebook and LinkedIn job listings) n Tweeting supporting content around competitive success – in the workplace and elsewhere (e.g. American

althlete’s success at the London Olympics) helps build a conversation around the topic addressed in the article. n Similarly, Flextronics might participate in, or even host a twitter party the week that article is posted about “best

practices for finding jobs and submitting winning applications on LinkedIn”

4: COMPETITOR TLP MESSAGING ANALYSIS 4.4: SUMMARY

Step 4: keeping it on track

n Create visual and verbal guidelines

n Create project reference document

n Perform competitor Thought Leadership Platform messaging analysis

johnsonbeesley


We succesfully created and launched the ‘Power Up’ campaign, and were retained to

manage, strategically guide, and report on the Flextronics social media ecosystem.

johnsonbeesley


Project 4 – social media management

Tasks undertaken:

n Plan, design, build, and launch a social media ecosystem

n Provide Social CRM and manage daily operations of platform for 6 months

n Content marketing, strategic analysis, creative support and execution

n Periodic performance reports and ongoing strategic course correction

johnsonbeesley


Project 4 – social media management

Day-to-day operations:

n Twitter

n LinkedIn

n Facebook

n Blog

n YouTube

n Vimeo

johnsonbeesley


We have consistently delivered value for the Flextronics brand, and are proud to have

been chosen as their agency of record for an additional year of social media management,

brand stewardship, and creative services.

Here’s a look at some of the additional projects we’ve recently completed in our tenure.

johnsonbeesley


Recent projects – Facebook

CANADA

MEXICO

BRASIL

UK & IRELAND

INDIA

INDONESIA

n Design and launch of an App which links all global location Facebook pages, and tracks individual and global likes

n Design and launch of 26 global location Facebook pages

johnsonbeesley


Recent projects – Talent Network

n Design of responsive microsite

johnsonbeesley Discover and express your Brand Idea


Discover and express your Brand Idea

Thank you for considering this case study.

For information on how we can meet your branding needs, please contact:

Andy Johnson

Managing Director

+1.512.763.0076 [office]+1.310.259.8716 [mobile]

[email protected]


Documents

Flextronics A case study in brand partnership - · PDF filejohnsonbeesley Flextronics case study / June 13 2013 / P3 The starting point – working with the latest corporate identity