CLIENT CHALLENGES
Clarity to align people, purpose and performance
Any change programme has to be delivered through people. So they need to be crystal clear on what needs to change, and what doesn't, and why. We ensure there is a compelling connection between strategy and behaviours. And that change is owned by the people who will be responsible for its success.
We've worked with clients to set out 5-year business plans to grow and to improve their performance. It's critical to embed the brand strategy into that process, to ensure continuity and clarity of "what we need to be great at"
Why do 70% of M&As fail to deliver the value they promise? In our experience, getting clarity on the brand before, during and after the change makes all the difference.The so-called 'soft' aspects actually have the hardest impact
One of the most effective ways to move a brand forward is to make people think of it differently. By defining a clear, new position in its market, the brand can attract new people, re-energise its stakeholders and accelerate growth. It doesn't require any product or service adjustment - just a different perspective and ambition.
Brand architecture is one of the most effective ways of clarifying an organisation's structure and strategy. We believe the corporate brand is more important than ever, and that clients should maximise theirs. By simplifying brand portfolios, we have helped clients strengthen their proposition, become more effective in their operations, and even had stock marked as "buy" because of the new brand system.
When brands lose relevance, they lose people. Often, the key lies in returning to their original purpose and in answering two questions: "Who are we for? What do we do for them?" Rediscovering that connection has helped clients regain their former position and achieve new levels of performance.
Clarity is essential in defining a successful strategy. For us, strategy is simply the means by which you achieve your objective. It's all about choices: which markets (and not)? Which people (and not)? What do you need to do (and not)? What do you need to be great at (and not)? What do you need to change (and not)? And then the how...
An organisation's brand is its most valuable commercial asset. It can be the one thing to hold on to in difficult times. One client engaged us and said "You're our last resort". After a successful IPO, he told bankers that the brand had been the reason. Defined well and used smartly, the brand can sustain belief in any organisation that is trying to turn itself around.