Earning Trust
description
Transcript of Earning Trust
Earning trust and building loyalty
in a culture of change
Mike LoveIABC EuroComm,
Dublin, 14th November 2006
Trust
Earning trustLeadership
successionGeopoliticalCorporate maturity
Change
Business performanceOrganisational changeLeadership succession
Earning Trust & Loyalty
TrustBank
What you say
What you do
What others think
Closing Reality Gaps
Leadership succession
Corporate teenagers
Language
Culture
Economics
EmployeeEmployee
Politics
Religion
CustomerCustomer
Geopolitical filters
“A person like me”
Who can we trust?
Changes and challenges:
Fashion & Focus at McDonald’s
1980s 1990s 2003
Outside in
Think globalact American? act local
A global brand
My local restaurant
The U.S. corporation
Can anyone remember what they actually do?
Change
CommunicateConsult
Brand Ambassadors
Employeesare customers
US$
McDonald's turned around
The world's biggest food company has pulled off a remarkable comeback
The Economist Oct 14th 2004
McDonald's turned around
The world's biggest food company has pulled off a remarkable comeback
The Economist Oct 14th 2004
97 98 99 00 01 02 03 04 05 06
Changes and challenges
Complexity and
Communication
at Microsoft
Are you living the brand?
Microsoft in Europe,Middle East & Africa:
61 subsidiaries in 138 countries
19 R&D centresMore than 13,000
employees More than 250,000
Partners
Old structure
Regional - EMEA
Corporate
Country subsidiaries
New structure
Regional - EMEA Corporate
Central & Eastern
Europe
Country subsidiaries UKGermanyFrance
Middle East& Africa
WesternEurope
Budget and people resources moved closer to field
allowing regional HQs more autonomy
Q: Does it tell a product and a people story?
Q: Does it support business objectives and our commitment to corporate citizenship?
I have a great story about
Q: How does it align with and supportOther Microsoft news?
Master Narrative
Q: Is there an integrated approach throughinternal and external communication?
Storytelling
The power of storytelling Livingthebrand
Who do you trust?
Inside out
Simplicity
Stories
Training
Inclusion
Leadership
Changes and challenges
Vision, valuesand leadershipin the UKConservativeParty
Leaders for their time
UK Voting Intentions - Source: Ipsos MORI UK electorate Voting Intentions 1979-2006
Out of touch
4 Conservative wins
3 Conservative loses
1979 1983 1987 1992 1997 2001 2005
New vision, old values?
Conclusion
People
Promotion
Principles
Prod
uct
StoryMessagesProductsPolicies
VisionValuesMission
EmployeesSupportersCustomersVotersStakeholders
CommunicationMarketing
Vision & values
RealityGaps
What’s the
Story
OutsideIn
Trust Bank
InsideOut
Thank you.Questions?