Brand Leader
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B®andLEADER greg fisher
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What is takes to develop a strong brand as a business leader
Transcript of Brand Leader
B®andLEADER
greg fisher
Go Direct
Just do it!
anyone can
fly
Think Differe
nt
protect our
planet
extra ordinar
y
community
value for moneyquality
innovationfun
sense of competitive challenge
peri peri...
a 3rd place
lifestyle
personalise
Brands = leadership
Leadership = brand
great companies
powerful brands
successful entrepreneurs
great companies
powerful brands
successful entrepreneurs
great companies
powerful brands
successful entrepreneurs
B®andLEADERS
Company
Gross Revenue
($ Million)Net Income
($ Million)#
Employees
Dell 41,444 2,654 46,000
Apple 6,207 69 10,912
Starbucks 4,075 26 74,000
Virgin 7,000 84 36,000
Amazon.com 5,263 35 7,800
E-Bay 2,165 441 6,200
Nike 10,697 1,006 23,300
Bodyshop 711 40 5,866
Investec 802 100 4,874
Nando's 71* 5* ?
Discovery 536 51 3,135
Kulula.com 282 ? ?
TOTAL 79,396
4,421
214,952
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* - based on 2002 information
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What sets
these people apart?
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energy & enthusiasm
distinctive differentiation
customer customer customer
stimulating stories
resolute resolve
focused fun
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energy & enthusiasm
“Passion should be the fire that drives your life's work.”
– Michael Dell – Dell Computers
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energy & enthusiasm
“And I’m convinced that it is feelings – and feelings alone – that account for the success of the Virgin brand in all of its myriad forms.”
- Richard Branson – Virgin
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Renergy & enthusiasm
Are you doing what gives you energy?
Are you focusing on meaningful, value adding activities or getting
tied up in meaningless detail?
Are you interacting with other people who give you energy?
Do people walk away from an interaction with you feeling
energized and invigorated?
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Rdistinctive differentiation
“If you do things well, do them better. Be daring, be first, be different, be just.”
- Anita Roddick – The Body ShopB®
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Rdistinctive differentiation
“What we want to be is something completely new. There is no physical analog for what we are becoming.”
- Jeff Bezos – Amazon.comB®
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"Whatever you do, don't play it safe. Don't do things the way they've always been done. Don't try to fit the system. If you do what's expected of you, you'll never accomplish more than others expect.”
- Howard Schultz - Starbucks
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Rdistinctive differentiation
Think Different
- AppleB®
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Are you able to describe how your business is different in one
succinct sentence?
Do your employees and customers know how/why you
are different?
Do you have a plan for being even more different in one year
and three years time?
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Rcustomer customer customer
Speaking to his staff:
"… if it's not your style to stretch and go the extra mile to make sure our customer experience is great, you're going to have an allergic reaction to this company.”
- Jeff Bezos – Amazon.com
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Rcustomer customer customer
“The do-it-the-customer’s way mantra has created for Dell the tightest and most envied relationship with buyers in the pc business.”
- Business Week
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Rcustomer customer customer
Do you ever become a customer of your own business?
Do you know what your customers think of your business
– their complaints and their compliments?
Do you define how your employees should interact with
your customers?
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Rstimulating stories
“A great brand is a story that’s never completely told. A brand is a story that’s evolving all the time …. stories create the emotional context people need to locate themselves in a larger experience.” - Scott Bedbury – Branded NIKE and STARBUCKS
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Rstimulating stories
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Rstimulating stories
Do you tell your story at every opportunity?
Have you shared your story with a journalist or writer in the past
year?
Do you read the stories of other entrep-reneurs to learn & get
motivation?
Do your employees share anecdotes about their work
experiences with others?
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Rfocused fun
“We’re crazy, and crazy’s good because we all need a bit of fun in our lives and we all need to laugh.”
- Gideon Novick – Kulula.com
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Rfocused fun
“I think we're having fun. I think our customers really like our products. And we're always trying to do better.”
- Steve Jobs – Apple Computers
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Rfocused fun
“We’ve had sh..t loads of fun putting our adverts together – sure we push the boundaries but that makes it all the more adventurous.”
- Robbie Brozen – Nandos
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Rfocused fun
Do you laugh at work?
Do you engage in activities with employees, customers and
suppliers that stretch past the boundaries of business?
Do you have rituals and activities that are distinct and
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Rresolute resolve
“There is a very, very, very fine line between success and failure …. it is about being constantly hammered and coming back from the hard times and low moments.”
- Robbie Brozen – Nandos
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Rresolute resolve
£
£3,000,000
Branson
down
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Rresolute resolve
Have you decided how you will react when things don’t work
out?
Do you set an examples for others in terms how you deal
with failure?
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distinctive differentiation
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“You know, I’m actually not a great long-term planner, I’m a long-term long-term dreamerdreamer.”
Adrian Gore – Discovery
DREAM!!!DREAM!!!
DREAM!!!DREAM!!!
“I never, ever thought of myself as a businessman. I was interested in creating creating things I would things I would be proud ofbe proud of.”
Richard Branson – Virgin
make yourself yourself
proud
“Treat people like familyfamily, and they will be loyal and give their all. Stand by people, and they will stand by you.”
Howard Schultz – Starbucks
LOVELOVE your employees
“Let’s make a dentdent in
the universe”
Steve Jobs – Apple Computers
Be B
OL
DB
OL
D!!!
“If you think you're too small to have an impact, try going to bed with a mosquitomosquito in the room.”
- Anita Roddick – The Body Shop
Make an IMPACT IMPACT
I’ll go where ever YOU will go
The Calling
“It's alright to
be Goliath,
but always act
like David.”
- Phil Knight – Nike
Be QUICKQUICK
Be AGILEAGILE
Be FLEXIBLEFLEXIBLE
Be QUICKQUICK
Be AGILEAGILE
Be FLEXIBLEFLEXIBLE
Be QUICKQUICK
Be AGILEAGILE
Be FLEXIBLEFLEXIBLE
“You are free free to chooseto choose, and you are free to free to succeedsucceed. It just takes hard work and a dream.”
– Michael Dell
Make your
CHOICECHOICE
“InnovatioInnovationn
distinguishes
between a leader and
a follower.”
- Steve Jobs – Apple
INNOVATE
INNOVATE
““CareCare more than others think wise.
RiskRisk more than others think safe.
DreamDream more than others think practical.
ExpectExpect more than others think possible.”
- Howard Schultz - Starbucks
carecare riskrisk
dreamdream expectexpect
carecare riskrisk
dreamdream expectexpect
I’ll go where ever YOU will go
The Calling
“A business has to be involvinginvolving, it has to be funfun, and it has to exercise your
creativecreative instincts.”
- Richard Branson - Virgin
funfuninvolvinginvolving
creativecreative
…run away with YOUR heart…..
the
“Prepare for the unexpectedunexpected... …and you'll
know you're successful when the platform you've built serves you in unexpected
ways.”
- Pierre Omidyar - e-Bay
Expect UNEXPECTEDUNEXPECTED
“Attract good good peoplepeople and you keep the process going, the success continues to roll. It’s been a magical ride, something I’ve thoroughly enjoyed.”
- Adrian Gore - Discovery
PEOPLPEOPLE = E =
successuccesss
“No man can do this on their own, not Richard Branson, not Bill Gates, not anybody.” Robbie Brozen – Nandos
Find Find
goodgood companycompany
I’ll go where ever YOU will go
The Calling
LEARN FROM…
.
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Rextreme energy & enthusiasm
distinctive differentiation
customer customer customer
stimulating stories
resolute resolve
focused fun
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