Great brands, great talent, great margin Emerging practice from leading organisations suggests that brand and talent are two sides of the same coin, requiring much closer integration in how they are managed and activated both internally and externally. BrandPie's Kevin Keohane offers insight into how going beyond traditional "brand engagement" can help create both bonded employees and bonded customers to drive commercial success.

1. Great brands
Great talent
Great margin

2. “If this business were
split up, I would give
you the land, bricks
and mortar, and I
would take the
brands and trade
marks, and I would
fare better than you.”
John Stuart, CEO,
Quaker Oats Co, 1922 - 1953

3. “If this business were “If this business
split up, I would give were split up, I
you the land, bricks would give you the
and mortar, and I land, bricks, mortar,
would take the brands and people,
brands and trade and I would fare
marks, and I would better than you.”
fare better than you.”
John Stuart, CEO,
Quaker Oats Co, 1922 - 1953

4. Reputation management

5. BRAND
Reputation management

6. BRAND
Reputation management
V
TALENT

7. 170%
Gallup

8. Gallup
70%
Market Leader

9. Gallup
68%
Journal of Applied Psychology Market Leader

10. +50%
-50%
Gallup Corporate Leadership Council
Journal of Applied Psychology Market Leader

11. 30%
Gallup
of CEOs PriceWaterhouse Coopers Corporate Leadership Council
Journal of Applied Psychology Market Leader

12. 30%
of CEOs PriceWaterhouse Coopers Corporate Leadership Council
No.1 3rd
Journal of Applied Psychology
Most important Economist Intelligence Unit

13. 30%
of CEOs PriceWaterhouse Coopers Corporate Leadership Council
No.1 3rd
Boston Consulting Group Most important Economist Intelligence Unit

14. Product/
30%
Comms
Service
3D People
of CEOs PriceWaterhouse Coopers
No.1 3rd
Boston Consulting Group Most important Economist Intelligence Unit

15. What do you want to achieve?
Improved talent Improved operational Superior customer
acquisition effectiveness experience
Employer Employee Brand
branding engagement engagement
improving gross margin

17. Siloed
organisations = Siloed service
providers

18. BRAND
TALENT

19. BRAND
TALENT

20. Confidence
Competence
Connection

21. Who is asking
these questions?

22. ASK
What is the talent
dimension to what
you are working on?

23. THINK
What additional
benefit or value could
be created?

24. CONNECT
Cross the chasm.

25. Whatever your brand transformation
objective… engaged talent matters
Operations
Product /
Relationships
Service

26. It’s both / and … not either / or
Customers
+140%
+70%
+70%
Employees

28. BRAND +
TALENT

29. Thank you!