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Transcript of The power of the brand nebrcul[2]
The Power of the Brand Staying Relevant in an Ever-Changing Environment
Jim Knight
My Brand 21 years
• Internal Branding - Employee Philosophy
The Set List
• External Initiatives
• Top Take Aways - Handout
• Brand Reinvention – Staying Relevant
@KnightSpeaker
Brand Culture
Member Experience
Employee Behaviors
• Shared Mission • Value-Orientation • Beliefs, Experiences • Standards, Procedures, Processes
Vicious Circle
Types of Brand Environments
Virtuous Circle
Leaders
Hire Staff
Morale & Culture Disintegrates
Member Experience is Anemic
Nobody is Talking About You
Visitor Rate Slow
Sales & Profit Targets Missed
Staff & Managers Bail Out
You Hire Under Pressure
Bonus & Financial Results
Beat Sales & Profit Targets
Raving Fans Return
Great Member Experience
Builds Morale & Culture
Can Hire the Best Available
Attractive Place to Work
3C Employees • Your company is only as good as the care &
attention you provide to ensure each employee has:
– Strong Competence – High Character – Embodies the Culture
Hard Rock - Original Staff
• 46 employees in the first Cafe (London 1971)
• Original Servers had to be 30+ year old women
• Guest-obsession was innate & unparalleled ü Southern hospitality mind-set (mom) ü Consistent standards ü Attention to detail ü Sense of urgency
6/14/12
Today’s Workforce
• Individuality is a priority
• Risk-takers
• Visual learners
• Short attention spans
• Technology savvy
• Socially-conscious
• Want to do meaningful work
This profile affects everything!
Think Differently
• You must differentiate yourselves from the rest to survive
• Unique individuals = unique experiences
Hire Only Rock Stars…
Not Lipsyncers
Top Ways to Keep the Brand Relevant
1. Hire only rock stars, not lipsyncers
Staff Recruiting Ads
Staff Interview Guides
• 3-interview process for every staff-level potential hire: Interview #1 - Any Manager Interview #2 - Department Manager Interview #3 - General Manager
• Managers each use a different Interview Guide
• How managers communicate with
each other on the potential employee – creating consistency
Design Principles • Comic-book style - photos & graphics • Less text / words • More bullet points, where possible • Lots of generous white space • Consistent font types & sizes • Humor, where appropriate
Training Materials
THINK: Airline Safety Card
Digital/Social Media
SMS
Location Based
Photos
Review Sites
Blogs
Social Media & Technology
• Receiving info quickly from multiple sources - parallel
processing & multi-tasking
• Processing pictures, sounds & video before text
• Learning that is relevant & instantly useful
• Instant gratification & rewards…and fun
Digital Natives (Generation Z)
Completely distinct from all prior generations, they require a change in how we communicate. They prefer:
The New Generation
Audience Response Systems Phone Text:
22333
######
Web/Laptop: 22333 www.Poll4.com
Poll4.com
OR
Audience Response Systems Phone Text:
22333
####
Web/Laptop: 22333 www.Poll4.com
Poll4.com
OR
Technology is now 100% interwoven into our daily lives.
2. Communicate to employees in the language they dream
Top Ways to Keep the Brand Relevant
1. Hire only rock stars, not lipsyncers
Statistics That Don’t Lie
• Surveyed more than 2 million employees at 700 companies worldwide, over a 25-year period
• Found that immediate supervisors are the single largest influence on an employee’s decision to quit (or stay)
The Gallup Organization:
People join brands, they leave individuals.
“At the end of the game, the King and the Pawn go back into the same box.”
- Italian proverb
Emotional Bank Account
• Like credit unions, relationships are based on trust • The more deposits, the better the interest & health of the member account • Big withdraws (or too many) could result in the account going dry
Mentorship is the New Training
Managers need to harness their leadership skills:
• Don’t hoard information - look for opportunities to teach others
• Always give the ‘why’ behind the ‘what’
• Provide ongoing/consistent feedback
• Get veteran, long term employees involved in all initiatives – Create an Army of Giants
“The best time to plant a tree is 20 years ago. The second best time is today.”
- Chinese proverb
2. Communicate to employees in the language they dream
Top Ways to Keep the Brand Relevant
3. Create an army of giants & love the ones you’re with
1. Hire only rock stars, not lipsyncers
Hard Rock Incents Staff Like They’re Rock Royalty • Individuality relished
• Rolex watch – 10 years of service
• Harley Davidson – GM of the Year
• High Volume = $$$$ • 401 K – 50% match • Pins – ongoing recognition • Philanthropy is a part of our DNA • Growth - good internal promotion rate • Travel – trainers open up global properties • Unprecedented Access – to rock artists & memorabilia
Employee Expectations
Money Work / life balance They want it all!
Happy to have a job
Started really suing companies
Showed up, did the job & then went home
Attorney’s phone # is on speed dial
Started keeping an eye open for a better job
Tolerated authoritative “old school” managers
Responded well to those that just said “thank you”
Only loyal to those that inspire, teach & develop with compassion
They bail at the drop of a hat - usually because of poor leadership
20 years ago 10 years ago Today
If employees were volunteers, would we treat them differently?
Don’t yell at
me.
Develop me. Thank
me.
Talk to me.
Inspire me.
Today’s Workforce
Meet Some Rock Stars
• The Rolling Stones – arguably one of the world’s greatest Rock‘n’Roll bands
• Outstanding music & musicianship
• Haven’t had a hit song since 1989
Think About This:
• Still the top grossing act when they go on the road
• Album prices: US $12-$16
• Concert ticket:
• People are willing to pay the price for the show…because of the show
US $150-$1,500
• Being at the Show: Priceless
For Most, It’s a Pretty Cool Job…
For Others, It’s a Lifetime Commitment.
2. Communicate to employees in the language they dream
Top Ways to Keep the Brand Relevant
3. Create an army of giants & love the ones you’re with
1. Hire only rock stars, not lipsyncers
4. Incent employees like they’re rock royalty & treat them like volunteers
Profitable Growth
Promotable People
+ Guest Experience
+ Employee Experience
• Great Service
• Quality Product
• Cool Environment
• Price/Value
• Clean
• Safe
• Fun
• Money
• Benefits
• Recognition
• Growth Opportunity
• Leadership
• Fun
• Clean
• Safe
C U L T U R E
B R A N D
VALUES
METHODS
What you Say you will do
What you actually Do
BRAND CULTURE
+
=
Profitable Growth
Promotable People
+ Guest Experience
+ Employee Experience
• Great Service
• Quality Product
• Cool Environment
• Price/Value
• Clean
• Safe
• Fun
• Money
• Benefits
• Recognition
• Growth Opportunity
• Leadership
• Fun
• Clean
• Safe
C U L T U R E
B R A N D
2. Communicate to employees in the language they dream
Top Ways to Keep the Brand Relevant
3. Create an army of giants & love the ones you’re with
1. Hire only rock stars, not lipsyncers
5. Do the things you say you will do (Values + Methods = Brand Culture)
4. Incent employees like they’re rock royalty & treat them like volunteers
Historical Timeline
1971-1995 No Competitors for 25 years
1996-2003 Dark Days (Negative Sales) - Competition (Theme Restaurants) - Guest Confusion (Food Quality & Price) - 9/11
Most Associated With Hard Rock By Age Segment
Q: What celebrity/personality do you most commonly associate with the Hard Rock brand?
18 to 20 21 to 24 25 to 34 35 to 44 45 to 54 55 or older
? ? ? ? ? ?
Artist Association
Historical Timeline
1971-1995 No Competitors for 25 years
1996-2003 Dark Days (Negative Sales)
2004 Brand Reinvention & Cultural Focus
- Competition (Theme Restaurants) - Guest Confusion (Food Quality & Price) - 9/11
• Brand Guidelines
• Brand Identity
Public Print Ads
Public Print Ads
Public Print Ads
Physical Menu
Old Approach
Current Direction
Table Top Design
Old Approach
Current Direction
Food & Beverage
Old Approach Current Direction
Merchandise Store
Old Approach – Counters & Cubbies
New Approach – Open-Floor ROCK SHOPS
Merchandise – In-Store Displays
Old Approach
Current Direction
Merchandise – Window Displays
Old Approach
Current Direction
Video Screens
Old – Hospital-Like Monitors
Current – Flat Plasma Screens
Live Music
Old – Regular, Local Unknown Musicians
Current – Fewer, but Premium Experiences
Memorabilia
Old Approach
Current Direction
Memorabilia
Memphis Cafe - Old Approach
Memphis Cafe - Current
Memorabilia
San Diego Cafe - Old Approach
San Diego Cafe - Current
Guests Interaction with Memorabilia
Old Experience
Enhanced Experience – w/ Technology
Building Design
Old Approach – reflective of Classic Rock themed restaurant
Building Design
Current Direction – • trendy • comfort-focused • technology-driven • lifestyle-oriented • unique spaces
Building Design
Current Direction – unique design elements:
• music-oriented • local nods
Historical Timeline
1971-1995 No Competitors for 25 years
1996-2003 Dark Days (Negative Sales)
2004 Brand Reinvention & Cultural Focus
- Competition (Theme Restaurants) - Guest Confusion (Food Quality & Price) - 9/11
2005-2011 Record Sales & Profits
Move at the Pace of Society’s Culture
COMMUNITY
TECHNOLOGY COMMUNICATION
STAKEHOLDERS
2. Communicate to employees in the language they dream
Top Ways to Keep the Brand Relevant
3. Create an army of giants & love the ones you’re with
1. Hire only rock stars, not lipsyncers
5. Do the things you say you will do (Values + Methods = Brand Culture)
6. Move at the pace of society’s culture – be open to change
4. Incent employees like they’re rock royalty & treat them like volunteers
Seth Dechtman
1-877-245-8692
@KnightSpeaker
Jim Knight
Jim Knight