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What company did you say you were from Developing a Strategy to Communicate a New Corporate Brand

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... site, business cards, stationery, office celebrations ... 160 global office celebrations. New visual identity. Extensive marketing communication materials ... – PowerPoint PPT presentation

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Title: What company did you say you were from Developing a Strategy to Communicate a New Corporate Brand


1
What company did you say you were
from? Developing a Strategy to Communicate a
New Corporate Brand
  • Linda Rebrovick, Chief Marketing Officer,
    BearingPoint
  • IABC International Conference 2004
  • June 7, 2004

2
Communicating the Brand
  • Why Re-brand?
  • The Challenges
  • The Team. The Process.
  • Communications Concept to Reality
  • Spotlight on Launch
  • The Results
  • Maintaining the Excitement

3
Why Re-brand?
4
Our Legacy of Growth
2002 MAY SEPTEMBER The firm acquires 17 premier
consulting practices OCTOBER - KPMG Consulting,
Inc. becomes BearingPoint and begins trading on
the NYSE (Symbol BE)
1973 The firm pioneers the concept of peer review
to ensure quality and objectivity in service
1897 The company that would become KPMG Peat
Marwick is founded
1997 Consulting is reorganized into a distinct
KPMG LLP operating unit
2000 The firm begins to operate as KPMG
Consulting, Inc.
1910 First US consulting engagement undertaken
with Westinghouse Electric and Manufacturing Co.
1999 As an extension of our technology
partnership, Cisco Systems becomes a major
investor
2001 KPMG Consulting, Inc. completes Initial
Public Offering and is listed on the NASDAQ
(Symbol KCIN)
1987 Peat Marwick International merges with
Klynveld Main Goerdeler to form what becomes KPMG
LLP
2004 3.1b revenue 15,000 people 39 countries

Fortune 500
FY03 results
5
Key Drivers of Change
  • Reinforce independence
  • Observe SEC requirement
  • Reduce marketplace confusion
  • Gain the right to compete in any market
  • Unify the business through a common identity

6
Re-branding Objectives
  • Create a distinctive brand
  • Move target audience to new brand immediately
  • Build long-term brand awareness
  • Unify the company under one brand name
  • Spend shareholder capital wisely

Clients
Investors Analysts Media
Employees
Target Audience
7
The Challenges
8
Internal and External Challenges
  • Intense Cultural Change
  • Abandoning the security of the partnership
  • Transition to publicly listed entity
  • Employee ownership
  • Reporting of quarterly results
  • Single, global PL
  • Integration of acquired practices
  • Tough Economic Climate
  • Reduced information technology market spend
  • Intense shareholder expectations
  • Continued pressure to drive profit and operate
    efficiently
  • Higher expectations of marketing to re-brand
    cost-effectively

9
Expanding Global Footprint
  • Early acquisitions included KPMG Consulting in
    Japan, New Zealand, Ireland and Israel
  • Australia acquired October 2001
  • Andersen Business Consulting practices acquired
    early 2002, doubling our capability in Asia
    Pacific
  • KPMG Consulting European practices join late 2002

10
Global Launch
  • Must launch in 43 countries simultaneously

This was to become the right decision despite it
being our biggest challenge
11
The Team. The Process.
12
We Assembled the A Team
  • Advertising
  • Alumni Relations
  • Analyst Relations
  • Brand Tracking
  • Brand Management
  • Content and Collateral
  • Direct Mail
  • Information Technology
  • Internal Communications
  • International Communications
  • Legal Counsel
  • Media Relations
  • Merchandise
  • Shareholder Relations
  • Visual Identity
  • Web

13
Challenges Were Significant
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14
A Comprehensive Approach
  • A strong focus on market insights, employee
    feedback and advice from best-of- breed creative
    firms

15
Re-branding Process
16
Our Value Proposition
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17
Our Process Led to One Name
18
What BearingPoint Means
Bearing   (bâr -ing) n. the situation or
horizontal direction of one point with respect
to another or to the compass Point
(point) n. An end or object to be achieved
purpose BearingPoint means setting direction to
an end point. As business systems integrators, we
align business processes and systems in order to
achieve end results.
19
The Brand Architecture Is Completely Integrated
  • The Arc Design
  • One line represents the business processes of our
    clients
  • The other line represents their information
    systems
  • Both lines come together representing our
    commitment to align our clients business
    processes and information systems
  • The Colors
  • Black signifies strength and stability
  • Sandstone represents empowerment
  • White reflects clarity of purpose

20
What Our Brand Represents
  • BearingPoint is more than a new name
  • It is also a new brand position
  • We will elevate our position in todays global
    marketplace by empowering our clients to create
    enterprise value
  • By aligning our clients business processes and
    systems, we enable them to access the right
    information at the right time
  • Because the right information brings knowledge
  • Knowledge is power
  • And sharing it is empowerment

21
The Tag Line Clearly Emerged
22
Communications Concept to Reality
23
Launch Critical Success Factors
  • Context and time-sensitivity
  • Secrecy was critical if announcement and
    execution were to coincide
  • Over 100 non-disclosure agreements signed
  • Secure intranet sites deployed
  • Not one external leak
  • Audience-specific communications
  • Employees
  • Clients
  • Alliance partners
  • Investor community
  • Analysts
  • Alumni
  • Post-launch equally important

24
Communication Materials
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25
Extraordinary Pre-launch Activities
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26
Employee Communications Plan
  • Launch Day…
  • CEO and CMO Communiqué, showcase ad campaign,
    Corporate Identity System, signage changes
    (selective), Web site, business cards,
    stationery, office celebrations
  • Week One…
  • Launch package, merchandise, collateral,
    remaining signage
  • Ongoing…
  • Reinforcement, completion of Web overhaul,
    re-branding of all client-facing documents

27
Client Communications Plan
  • Launch Day…
  • Worldwide main event, press, e-mail, personal
    visits, print and broadcast campaign
  • Week One…
  • Direct mail, personal calls, Web banner
    announcements, Mickelson events (USA), print and
    broadcast
  • Ongoing…
  • Ongoing advertising, PR, solution tools and
    templates

28
Spotlight on Launch
29
Aggressive Brand Launch on Day One
  • BearingPoint TV videos and toolkits on desktops
  • 160 global office celebrations
  • New visual identity
  • Extensive marketing communication materials
  • Office signage, business cards, stationery
  • Proposal and presentation templates
  • Web site
  • Merchandise
  • Print advertising announcing our new name
  • Press conferences
  • And more, including the transition to the NYSE!

30
Signage
And other photos…
31
The Results
32
Media Coverage Is a Success!
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33
PR Keys to Success
  • Effective, targeted media outreach by the team
  • Coordination between the media relations team
    worldwide
  • Development of an extensive press kit
  • Translated in 9 languages
  • Early access to press materials
  • Global spokesperson preparation
  • Held multiple conference calls for designated
    spokespersons, complete with key messaging
    materials

34
We Moved Target Audience to New Brand in First
75 Days
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35
We Are Tracking Long-Term Brand Awareness
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36
Web Hits High
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37
Supporting Information
38
Why Did We Do So Well?
  • Compelling business reasons to change
  • Passionate and involved CEO sponsoring project
  • Outstanding internal team
  • Partnered with best-of-breed advisors
  • Global advertising agency allowed for local
    interpretation
  • Invested heavily in internal communications
  • Our team is proud of our new name and brand
    position

39
Maintaining the Excitement
40
Shift in Strategy
  • Identified the need to
  • Improve brand awareness and loyalty in all
    regions to drive more business for BearingPoint
  • Special emphasis to increase brand awareness in
    EMEA, Japan and China
  • Continue to develop a comprehensive global brand
    program
  • Design a program that serves as air cover and
    complements region/industry activities
  • Create a synergistic end-to-end brand and voice
    across the company to optimize budget and
    resources
  • Develop a consistent client message experience
    across all regions and communication channels

41
Focus on Integrated Strategies
42
Integrated Global Partnership Program
  • Establish a macro-level partnership to supplement
    regional activities
  • Align with a leading media and communication
    company that has high concentration and mind
    share of business decision makers
  • Leverage the medias brand strength and loyal
    customers to support our direct marketing
    activities and sponsorships
  • Leverage unparalleled venues only offered through
    partnership for events and promotions
  • Gain access to exclusive business authorities,
    in-demand editorial staff and c-level audience

43
Sports Sponsorships
  • Established sport figures who personify our
    company values and strengthen our brand
    attributes of competence, integrity,
    determination, value, and results
  • Secured highly visible logo placement to build
    brand awareness and name recognition
  • Aligned with sport areas in key countries that
    have high reputation among our target audience
  • Incorporated elements of high-touch opportunities
    with clients and prospects
  • Developed solid communication program to
    strengthen internal brand ambassadors

44
Solution Themes
  • Execute global rollout of identified solutions
    that are critical growth initiatives for the
    company
  • Coordinate regionally planned activities across
    every aspect of marketing
  • Leverage industry, solution and alliance
    interlock to maximize return on our investments
  • Build global message platform for consistent
    communication
  • Summary points of the Solution sets
  • Promote internal training
  • Spokespeople in different regions
  • Build awareness of Solutions as a key
    BearingPoint offering

45
Target Segments and Key Initiatives
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46
Representative Activities
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47
Internet User Experience
  • Improved the breadth and depth of available
    content delivered to any web context
  • Powerful personalization and customization
    functions (e.g. My BearingPoint)
  • Dynamic page creation and navigation
    automatically delivers links to repositories of
    contextual content
  • Significant enhancements to search and sort
    functions
  • Everything on-linebusiness intelligence exposure
  • More intuitive navigation
  • Integration with back office systems (e.g.
    OneView)
  • Single Sign-On/User Authentication

48
Interactive Campaigns
  • Traffic Generation Activities
  • Home Page Features Opportunity to reach 170K
    visitors per month
  • eMail Campaigns Targeted, multi-stage campaigns
  • Key Word Buys Google, Overture
  • Directory Placement IT Content Directories
    integrate our content in key .com vehicles
    including Forbes, Information Week, Government
    Technology and major search engines
  • Flash Banners and Adverts Resident or externally
    placeddesigned to target specific users and
    drive traffic to lead-gen content
  • Traditional Marketing Advertising, collateral,
    press relations, events all optimized to drive
    visitors in a follow-on dialogue

49
Measurement Tracking Strategy
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50
Measurement Tracking Strategy
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51
Empowered by BearingPoint
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52
Our Corporate Video
53
We Are Proud of
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