Inside-Out Branding

Dannielle Blumenthal @thinkbrandfirstAugust 4, 2013* All opinions my own. Image via Home School Marketplace

“We have demonstrated empirically that a corporate reputation is an important strategic asset that contributes to firm-level persistent profitability*.”

- Peter W. Roberts & Grahame W. Dowling

For the purpose of this presentation, brand and reputation are functionally equivalent - your image. Source: Roberts & Dowling, Strategic Management Journal, 2002

It Used To Be So Simple

Just Hire The Right Agency & Your Image Is “Done”

Then Social Media Happened

Image via Athgo.org – thoughts on youth, social media & entrepreneurship to fight poverty.

And Family Business Became Everybody’s Business

Source: “Service Sector Grew Faster Last Month,” The New York Times, June 5, 2012

ServicesManufacturing

90% of U.S. EmployeesAre Now Service Providers

So Engaging Hearts & MindsIs Critical To Success

Image via CheersBoston, a tourism blog.

In A Transparent WorldEmployee Engagement Is Critical

Photo by Farrukh.

Start With A Solid Foundation

& The Rest Can Follow

Photo by Nestle via Flickr

In Practice This MeansThat You Brand Inside-Out

Functional Workplace

Unique Culture

Consistent Practices

Extenal Communicati

on

Start here

And Replace “Toxic Stew” With Management Excellence

B-Level Workplace (Average)

A-Level Workplace (Premier)

Bullying Adult Respect

Bigotry All Are Welcome

Burnout A Healthy Work-Life Balance

Big Egos Awards To The Deserving

Backroom Dealmaking Able to Collaborate

Bearers of Bad News Adaptive

Brownnosers Amen To Integrity

Butt Covering Accountability

Bloodsuckers Amazing Sacrifice

Badmouthing Attitude Determines Altitude