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“ High performing businesses of the 21st century will know, unify and influence their brand tribes to drive their success ”

 

 

 


Archived entries for Resources

A Tribal Case Study.

Since launch in November 2009, NBT has been working with several major global brands to develop and deliver programmes designed to engage their people in the next evolution of their brand journey.  These businesses are all in very different sectors and have their own challenges.  But what they have in common is the desire to place the brand at the front of their strategy, the core of their differentiation, the heart of their culture and in their operational focus.   The other thing they have in common is that they recognise that infusing all these elements within the business requires an aligned and concerted effort by several key functions / stakeholders. In each case they sought wholehearted buy-in and engagement from their leaders.

It may not seem relevant to you but the link to follow is a case study where we helped a well known brand the largest of it’s kind deal with some specific challenges.  Case Example 1

New Brand Tribalism goes international

In line with our saying “Knowledge is Energy. Knowledge Shared – is Energy Shared™” in late October 2010, Eb was invited to give a thought leadership presentation in Copenhagen at the Mannaz International Summit.

In front of guests from a diverse range of organisations, guests included  representatives from Nestle, KPMG, Danisco, Pirelli, Danish Giants Flsmidth and even a representative from European Investment Fund. This summit presented  another opportunity communicate our vision, of what the business models of the 21st century could and should be about.

A big thankyou goes to Mannaz for the invite and the opportunity and whilst i’m at it also a big thanks to our tribe member Dr Karen Moloney for her kind referral. This was a nice opportunity to spread the word of change and to encourage more action.

Check out the presentation slides here ……NBT Mannaz presentation pdf

As the audience was largely made up of HR and Learning and Development professionals. The  presentation was geared towards highlighting the importance of  seeing people  (learners, employees,talent) in a new context in order to create engaged, innovative, and
dynamic organisations.

Our message was that  the 21st century will require MORE THAN SIMPLY information delivery, and ORGANISATIONS that want to innovate will need to create a “culture of belief and inquiry” THAT REQUIRES REAL engagement. The idea behind that is simply that People with Purpose and Belief are unstoppable and powerful.

It’s the responsibility of  organisations to evoke that belief, otherwise, employees will leave, not join in the first place or underperform.    The challenge of providing more value than your competitors will focus on how you engage with your tribe.  Connections are the currency of the 21st Century.

So in line with our stated mission this presentation sought to  positively challenge and inspire the current thinking around the management of brands, organisation and people.

Jon comments on Dan’s Book-Thou shalt not Greenwash

As some of you may know the NBT library is active and working to encourage the sharing of knowledge, our NBT friend Jon has written a bit of a review of the book he received and read. Check it out on Jon’s blog

http://j0n1.com/2010/05/19/thou-shalt-not-greenwash/

Lynne Arrowsmith talks about the Orange brand and reveals details of how they launched it internally

Lynne Arrowsmith, Head of Internal Brand and Communications, Orange UK provides an in-depth look into how Orange defined and created it current brand and reveals details about how they communicated this internally to all their people.

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Rohit Talwar of Fast Future talks about the future of branding

Rohit is a global futurist and the founder of Fast Future Research and over 7 short videos he talks about how brand tribes will impact the future of branding and marketing globally.

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Jonathan Schroeder talks about 21st century brand management

Jonathan Schroeder, Professor of Marketing at the University of Exeter talks about his views on the future or brand management and brand culture and how tribalism has a part to play in this.

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Tanya Channing talks about starting a tribal movement at Burger King

Tanya Channing the HR Director of Burger King talks about their first steps in engaging internal and external tribes within Burger King.

This is a single short video clip and Tanya talks about their initial steps in building tribes and shows a Burger King product launch TV commercial which used staff existing employees as extras during the filming.

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An exploration of the Diesel brand by Tim Pointer

Tim Pointer talks about the Diesel brand and how it impacts the company, its people and customers over 9 short videos.

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You can watch Tim talk about a variety of topics in 8 further videos where he covers: how Diesel meet the expectations of their customers, consumer feedback, internal campaigns, internal brand values, staff engagement and his personal view of the future of branding and its impact on organisations.

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Tim Bleszynski talks about new brand tribalism at our launch party

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Now watch as Tim talks about the model and how to apply the new brand tribalism concept.  More videos to come from Burger King, Orange and Diesel soon!

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