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Culture and brand - an unbreakable bond

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Culture and branding are two sides of the same coin. It is
impossible to have a strong external brand without also
working on internal culture. The actions of yourself and your
team both in and out of the company reflects it’s culture and
business. When brand and culture are aligned they can create a powerful competitive advantage.

Publié dans : Marketing
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Culture and brand - an unbreakable bond

  1. 1. Unbreakable: Culture + Brand Nicole Williams Head of Product, SilverStripe Co-founder, Summer of Biz
  2. 2. Culture is your strongest competitive advantage
  3. 3. ➔ Unbreakable bond ➔ Power of great culture ➔ Common culture myths ➔ The role of gender ●
  4. 4. Who are you?
  5. 5. One employee One blog post -$10 Billion company value
  6. 6. https://www.susanjfowler.com/blog/2017/2/19/reflecting-on-one-very-strange-year-at-uber
  7. 7. Super pumped Always be hustlin’ Bold
  8. 8. Culture = brand Two sides, same coin
  9. 9. It’s not yoga, dogs at work or Friday beers.
  10. 10. Culture is...
  11. 11. Strategy → where we’re going Culture → readiness to act
  12. 12. Forget cultural fit. Seek cultural add.
  13. 13. Competitive Advantage Best in world / Hard to copy / Desirable
  14. 14. Architect your brand around your culture Don’t try to force culture to follow brand
  15. 15. What are we waiting for?
  16. 16. Myth 1: Culture just happens
  17. 17. Values first, Culture second
  18. 18. Honesty Over comfort
  19. 19. Continuous improvement Over perfection
  20. 20. Collaboration Over control
  21. 21. Adaptability Over guarantees
  22. 22. Camaraderie Over corporate culture
  23. 23. Myth 2: It’s impossible to measure ROI
  24. 24. "...the job of senior leaders is to create context… why are we doing this rather than invent content - the who, what, when, how.” Mike Bennetts, CEO, Z Energy
  25. 25. Increased share price in commodity market Shell NZ was purchased for $700M in 2010 Z Energy publically listed in 2014 at $1.5B
  26. 26. Culture is a growth multiplier Companies that prioritise culture perform better overall in stock market (Glassdoor report 2009-2014)
  27. 27. Measure culture like customer satisfaction
  28. 28. You can’t manage what you don’t measure
  29. 29. Agile mindsets
  30. 30. Myth 3: Culture belongs to HR
  31. 31. Top-down support
  32. 32. We become what we allow
  33. 33. Females make up 76% HR entrants 75% Marketing entrants 7% Director level http://www.bizreport.com/2013/10/research-reve als-gender-gap-in-top-marketing-positions.html
  34. 34. Only 17% of board members are female NZ private sector companies
  35. 35. Culture is your strongest competitive advantage
  36. 36. Unbreakable: Culture + Brand Nicole Williams Twitter: @envycollect Head of Product, SilverStripe www.silverstripe.com Co-founder, Summer of Biz www.summerofbiz.co.nz Imagery CC0 with thanks to www.unsplash.com

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