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Transcript of The power of the brand nebrcul[2]
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The Power of the Brand Staying Relevant in an Ever-Changing Environment
Jim Knight
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My Brand 21 years
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• Internal Branding - Employee Philosophy
The Set List
• External Initiatives
• Top Take Aways - Handout
• Brand Reinvention – Staying Relevant
@KnightSpeaker
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Brand Culture
Member Experience
Employee Behaviors
• Shared Mission • Value-Orientation • Beliefs, Experiences • Standards, Procedures, Processes
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Vicious Circle
Types of Brand Environments
Virtuous Circle
Leaders
Hire Staff
Morale & Culture Disintegrates
Member Experience is Anemic
Nobody is Talking About You
Visitor Rate Slow
Sales & Profit Targets Missed
Staff & Managers Bail Out
You Hire Under Pressure
Bonus & Financial Results
Beat Sales & Profit Targets
Raving Fans Return
Great Member Experience
Builds Morale & Culture
Can Hire the Best Available
Attractive Place to Work
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3C Employees • Your company is only as good as the care &
attention you provide to ensure each employee has:
– Strong Competence – High Character – Embodies the Culture
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Hard Rock - Original Staff
• 46 employees in the first Cafe (London 1971)
• Original Servers had to be 30+ year old women
• Guest-obsession was innate & unparalleled ü Southern hospitality mind-set (mom) ü Consistent standards ü Attention to detail ü Sense of urgency
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6/14/12
Today’s Workforce
• Individuality is a priority
• Risk-takers
• Visual learners
• Short attention spans
• Technology savvy
• Socially-conscious
• Want to do meaningful work
This profile affects everything!
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Think Differently
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• You must differentiate yourselves from the rest to survive
• Unique individuals = unique experiences
Hire Only Rock Stars…
Not Lipsyncers
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Top Ways to Keep the Brand Relevant
1. Hire only rock stars, not lipsyncers
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Staff Recruiting Ads
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Staff Interview Guides
• 3-interview process for every staff-level potential hire: Interview #1 - Any Manager Interview #2 - Department Manager Interview #3 - General Manager
• Managers each use a different Interview Guide
• How managers communicate with
each other on the potential employee – creating consistency
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Design Principles • Comic-book style - photos & graphics • Less text / words • More bullet points, where possible • Lots of generous white space • Consistent font types & sizes • Humor, where appropriate
Training Materials
THINK: Airline Safety Card
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Digital/Social Media
SMS
Location Based
Photos
Review Sites
Blogs
Social Media & Technology
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• Receiving info quickly from multiple sources - parallel
processing & multi-tasking
• Processing pictures, sounds & video before text
• Learning that is relevant & instantly useful
• Instant gratification & rewards…and fun
Digital Natives (Generation Z)
Completely distinct from all prior generations, they require a change in how we communicate. They prefer:
The New Generation
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Audience Response Systems Phone Text:
22333
######
Web/Laptop: 22333 www.Poll4.com
Poll4.com
OR
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Audience Response Systems Phone Text:
22333
####
Web/Laptop: 22333 www.Poll4.com
Poll4.com
OR
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Technology is now 100% interwoven into our daily lives.
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2. Communicate to employees in the language they dream
Top Ways to Keep the Brand Relevant
1. Hire only rock stars, not lipsyncers
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Statistics That Don’t Lie
• Surveyed more than 2 million employees at 700 companies worldwide, over a 25-year period
• Found that immediate supervisors are the single largest influence on an employee’s decision to quit (or stay)
The Gallup Organization:
People join brands, they leave individuals.
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“At the end of the game, the King and the Pawn go back into the same box.”
- Italian proverb
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Emotional Bank Account
• Like credit unions, relationships are based on trust • The more deposits, the better the interest & health of the member account • Big withdraws (or too many) could result in the account going dry
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Mentorship is the New Training
Managers need to harness their leadership skills:
• Don’t hoard information - look for opportunities to teach others
• Always give the ‘why’ behind the ‘what’
• Provide ongoing/consistent feedback
• Get veteran, long term employees involved in all initiatives – Create an Army of Giants
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“The best time to plant a tree is 20 years ago. The second best time is today.”
- Chinese proverb
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2. Communicate to employees in the language they dream
Top Ways to Keep the Brand Relevant
3. Create an army of giants & love the ones you’re with
1. Hire only rock stars, not lipsyncers
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Hard Rock Incents Staff Like They’re Rock Royalty • Individuality relished
• Rolex watch – 10 years of service
• Harley Davidson – GM of the Year
• High Volume = $$$$ • 401 K – 50% match • Pins – ongoing recognition • Philanthropy is a part of our DNA • Growth - good internal promotion rate • Travel – trainers open up global properties • Unprecedented Access – to rock artists & memorabilia
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Employee Expectations
Money Work / life balance They want it all!
Happy to have a job
Started really suing companies
Showed up, did the job & then went home
Attorney’s phone # is on speed dial
Started keeping an eye open for a better job
Tolerated authoritative “old school” managers
Responded well to those that just said “thank you”
Only loyal to those that inspire, teach & develop with compassion
They bail at the drop of a hat - usually because of poor leadership
20 years ago 10 years ago Today
If employees were volunteers, would we treat them differently?
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Don’t yell at
me.
Develop me. Thank
me.
Talk to me.
Inspire me.
Today’s Workforce
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Meet Some Rock Stars
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• The Rolling Stones – arguably one of the world’s greatest Rock‘n’Roll bands
• Outstanding music & musicianship
• Haven’t had a hit song since 1989
Think About This:
• Still the top grossing act when they go on the road
• Album prices: US $12-$16
• Concert ticket:
• People are willing to pay the price for the show…because of the show
US $150-$1,500
• Being at the Show: Priceless
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For Most, It’s a Pretty Cool Job…
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For Others, It’s a Lifetime Commitment.
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2. Communicate to employees in the language they dream
Top Ways to Keep the Brand Relevant
3. Create an army of giants & love the ones you’re with
1. Hire only rock stars, not lipsyncers
4. Incent employees like they’re rock royalty & treat them like volunteers
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Profitable Growth
Promotable People
+ Guest Experience
+ Employee Experience
• Great Service
• Quality Product
• Cool Environment
• Price/Value
• Clean
• Safe
• Fun
• Money
• Benefits
• Recognition
• Growth Opportunity
• Leadership
• Fun
• Clean
• Safe
C U L T U R E
B R A N D
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VALUES
METHODS
What you Say you will do
What you actually Do
BRAND CULTURE
+
=
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Profitable Growth
Promotable People
+ Guest Experience
+ Employee Experience
• Great Service
• Quality Product
• Cool Environment
• Price/Value
• Clean
• Safe
• Fun
• Money
• Benefits
• Recognition
• Growth Opportunity
• Leadership
• Fun
• Clean
• Safe
C U L T U R E
B R A N D
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2. Communicate to employees in the language they dream
Top Ways to Keep the Brand Relevant
3. Create an army of giants & love the ones you’re with
1. Hire only rock stars, not lipsyncers
5. Do the things you say you will do (Values + Methods = Brand Culture)
4. Incent employees like they’re rock royalty & treat them like volunteers
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Historical Timeline
1971-1995 No Competitors for 25 years
1996-2003 Dark Days (Negative Sales) - Competition (Theme Restaurants) - Guest Confusion (Food Quality & Price) - 9/11
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Most Associated With Hard Rock By Age Segment
Q: What celebrity/personality do you most commonly associate with the Hard Rock brand?
18 to 20 21 to 24 25 to 34 35 to 44 45 to 54 55 or older
? ? ? ? ? ?
Artist Association
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Historical Timeline
1971-1995 No Competitors for 25 years
1996-2003 Dark Days (Negative Sales)
2004 Brand Reinvention & Cultural Focus
- Competition (Theme Restaurants) - Guest Confusion (Food Quality & Price) - 9/11
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• Brand Guidelines
• Brand Identity
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Public Print Ads
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Public Print Ads
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Public Print Ads
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Physical Menu
Old Approach
Current Direction
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Table Top Design
Old Approach
Current Direction
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Food & Beverage
Old Approach Current Direction
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Merchandise Store
Old Approach – Counters & Cubbies
New Approach – Open-Floor ROCK SHOPS
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Merchandise – In-Store Displays
Old Approach
Current Direction
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Merchandise – Window Displays
Old Approach
Current Direction
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Video Screens
Old – Hospital-Like Monitors
Current – Flat Plasma Screens
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Live Music
Old – Regular, Local Unknown Musicians
Current – Fewer, but Premium Experiences
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Memorabilia
Old Approach
Current Direction
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Memorabilia
Memphis Cafe - Old Approach
Memphis Cafe - Current
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Memorabilia
San Diego Cafe - Old Approach
San Diego Cafe - Current
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Guests Interaction with Memorabilia
Old Experience
Enhanced Experience – w/ Technology
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Building Design
Old Approach – reflective of Classic Rock themed restaurant
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Building Design
Current Direction – • trendy • comfort-focused • technology-driven • lifestyle-oriented • unique spaces
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Building Design
Current Direction – unique design elements:
• music-oriented • local nods
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Historical Timeline
1971-1995 No Competitors for 25 years
1996-2003 Dark Days (Negative Sales)
2004 Brand Reinvention & Cultural Focus
- Competition (Theme Restaurants) - Guest Confusion (Food Quality & Price) - 9/11
2005-2011 Record Sales & Profits
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Move at the Pace of Society’s Culture
COMMUNITY
TECHNOLOGY COMMUNICATION
STAKEHOLDERS
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2. Communicate to employees in the language they dream
Top Ways to Keep the Brand Relevant
3. Create an army of giants & love the ones you’re with
1. Hire only rock stars, not lipsyncers
5. Do the things you say you will do (Values + Methods = Brand Culture)
6. Move at the pace of society’s culture – be open to change
4. Incent employees like they’re rock royalty & treat them like volunteers
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Seth Dechtman
1-877-245-8692
@KnightSpeaker
Jim Knight
Jim Knight