IF YOU’RE NO BRANSON, USE YOUR BRANDLEADERSHIP AND THE ROLE OF BRAND
SEAN MCKNIGHTHEAD OF CONSULTING, DAVE
28TH APRIL 2010
EXCEPTIONAL LEADERS ARE THIN ON THE GROUND
’95% of employees do not know or understand their companies’ strategy.’
Harvard Business Review
‘Only 36% of senior executives polled thought their employees cared about whether or not their business was successful.’
Corven Consulting
16% 60% 24%
ENGAGEDLoyal and psychologically committed ProductiveLikely to stay Less likely to have accidents on the job,Less likely to steal.
NOT ENGAGEDMay be productiveNot psychologically connected More likely to miss workdays More likely to leave
ACTIVELY DISENGAGEDPhysically present but psychologically absent. Unhappy with their work situationInsist on sharing their unhappiness
Source: Gallup Poll data of Great Britain, working population 18 years and older. n=1,006
ENGAGEMENT AT WORK IS LOW
EXCEPTIONAL LEADERSHIP
EXCEPTIONALLY ENGAGED EMPLOYEES
EXUBERANCE
BIG IDEAS
FOCUS
ENERGY
ENERGY & CREATIVITY
CLEAR POINT OF VIEW ON THE FUTURE
ABILITY TO ENGAGE PEOPLE
LEADERSHIP
ENERGY & CREATIVITY
CLEAR POINT OF VIEW ON THE FUTURE
ABILITY TO ENGAGE PEOPLE
BRAND
4 WAYS BRANDS ENHANCE LEADERSHIP…
BRANDS ACT AS AN ORGANISING PRINCIPLE
1.
THE BEST BRANDSARE BUILT FROM THE INSIDE OUT
PRIDE INTERNALL
Y
DESIRE EXTERNALLY
“A BRAND IS A LIVING ENTITY AND IT IS ENRICHED OR UNDERMINED CUMULATIVELY OVER TIME, THE PRODUCT OF A THOUSAND SMALL GESTURES.”
MICHAEL EISNER
TELL YOU HOW TO DELIVER
ALLOW YOU TO MOVE INTO NEW CATEGORIES
DRIVE THE WHOLE BUSINESS
DEFINE CULTURAL NORMS
WHY BRAND?
INTERNAL REFERENCE POINTS EXTERNAL REFERENCE POINTS
INTERNAL EXTERNAL
HA
RD
SO
FT
COMPETENCY CATEGORIES
CULTURE IMAGE
BRAND
BRANDS CARRY A HUGE AMOUNT OF INFORMATION TO A HUGE NUMBER OF PEOPLE
2.
A BIG IDEA IN A SMALL PACKAGE
DRIVING BEHAVIOUR
MAKING ORGANISATIONAL VALUES VISIBLE
BRANDS ENERGISE, FOCUS AND GENERATE ACTION
3.
IDEAS THAT ARE EASY TO PASS ON
EMPLOYER BRANDS DON’T WORK
4.
USUALLY DON’T HAVE A SYSTEMIC EFFECT
1. BRANDS ACT AS AN ORGANISING PRINCIPLE
2. BRANDS CARRY A HUGE AMOUNT OF
INFORMATION TO A HUGE NUMBER OF PEOPLE
3. BRANDS ENERGISE, FOCUS AND GENERATE
ACTION
4. EMPLOYER BRANDS DON’T WORK
BRANDS CAN ENHANCE LEADERSHIP
IN SUMMARY
THANKS
SEAN MCKNIGHTHEAD OF CONSULTING
+44 (0)20 3128 6429