Using your brand to align
global communication people
September 21, 2015
Michael Sherain
[email protected]
+45 40 10 10 47
©Quadric® 2015
©Quadric® 2015
Source: McCann Copenhagen
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Coca-Cola’s
Mission?
Coca-Cola’s
Communication?
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1988
©Quadric® 2015
Red Bull
Dolomitenmann
1989
Gerhard Berger
sponsorship
1992
Red Bull
Flugtag
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2013
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Red Bull
Music Academy
2013
Red Bull
THRE3STYLE
2013
Red Bull
Soundclash Egypt
refreshing
optimism
happiness
©Quadric® 2015
opportunity
extreme
pushing
limits
energy
creativity
©Quadric® 2015
“An automobile is driven by
people. Safety is and must be the
basic principle in all design work.”
Assar Gabrielsson
Gustaf Larson
Co-founders of Volvo, 1939
“…is and must be”?
©Quadric® 2015
What “is and must be” your focus?
What did you see, communication or business strategy?
©Quadric® 2015
We call it “strategic differentiation”.
Attract
capital to
safety
Shape
safety
research
Guide
safety
innovation
Investors
Enabling
technology
System
suppliers
Engage
talent in
safety
reliability
safety
©Quadric® 2015
innovation
life
Drive
sales of
safety
Create
demand
for safety
Influence
safety
trends
Dealers
Customers
Influencers
©Quadric® 2015
Strategic differentiation creates focus and alignment...
©Quadric® 2015
Investors
safety
Enabling
technology
safety
System
suppliers
safety
safety
Dealers
safety
Customers
safety
Influencers
Emotional
reliability
Investors
safety
Enabling
technology
System
Internal
suppliers
safety
safety
Core
safety
innovation
Rational
©Quadric® 2015
safety
Idea life
Dealers safety
External
Customers
safety
Influencers
Emotional
Optimized
Brand
Emotional
Portfolio
Internal
Cultural
Internal
Uniqueness
Core
Idea
©Quadric® 2015
Operational
Rational
Evidence
Rational
Aligned
External
Marketing
External
Safe visual identity: Ancient symbol for
iron, evolving Emotional
slowly over years, with a
conservative color palette and serif font.
Graduate Program 2016
“We know people better than any
other car brand and we are looking
for talented graduates with potential
to be future leaders.”
2020 Vision
By 2020, no person will be killed, or
seriously injured, by a new Volvo.
Internal
Corporate values
Quality, Safety, Environmental Care
Volvo Life Paint
“The best way to survive a crash is
not to crash.”
reliability
safety
innovation
life
2015 XC90
•  World’s first auto brake when turning
in front of an oncoming vehicle
•  World’s first solution focusing on
accidental road departure
•  Automatically follows vehicle in front
in slow-moving queues
World’s most advanced
crash test laboratory
“Safety is and must be the basic
principle in all design work.“
– Volvo founders, 1939
©Quadric® 2015
“Our idea of luxury – Experience
the
all-new XC90, our safest and
External
most innovative Volvo ever.”
First to market with safety innovation,
from the wide-angle
mirror and three-point
Rational
safety belt to child safety seats and
pedestrian detection auto brakes.
Emotional
reliability
Internal
safety
©Quadric® 2015
innovation
life
Rational
External
Emotional
©Quadric® 2015
Internal
Recruitment
& engagement
Visual
identity
Brand
marketing
Vision,
mission &
values
Core
Idea
Product
marketing
Capabilities
& heritage
Innovations &
key metrics
Flagship
products
Rational
External
Emotional
consistent
Internal
increasing
performance
innovation
©Quadric® 2015
risk taking
Rational
External
Investors
Device
makers
Suppliers
consistent
increasing
performance
innovation
©Quadric® 2015
risk taking
Retailers
& integrators
Customers
Analysts
Investors
Healthcare
providers
&
intermediaries
Suppliers
leadership
driving
change
diabetes
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chronic conditions
GP’s &
specialists
Patients
& families
Regulators &
influencers
Your
company
refreshing
optimism
happiness
©Quadric® 2015
opportunity
extreme
pushing
limits
safety
life
energy
creativity
consistent
reliability
innovation
increasing
performance
innovation
risk taking
leadership
driving
change
diabetes
chronic conditions
?