communicate magazine - sean mcknight
DESCRIPTION
Transform conference 2010 - Sean McKnight from DaveTRANSCRIPT
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ITN’S BRAND-LED CHANGE
HOW A BRAND IDEA CAN TRANSFORM A BUSINESS
21ST OCTOBER 2010
SEAN MCKNIGHT HEAD OF CONSULTING
Twitter @seanmcknight @davebranding
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WHO IS ITN?
5O YEAR OLD NEWS & PRODUCTION BUSINESS
10 MILLION VIEWERS PER DAY
13 TV NEWS PROGRAMMES PER DAY
MULTI-PLATFORM DISTRIBUTION
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ITN: 2006
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BIG QUESTIONS
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FROM TV NEWS TO CONTENT DELIVERY
RIGHT CONTENT RIGHT NOW
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UNIFIED BUSINESS
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UNIFIED PURPOSE
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WINNING ORGANISATION
“WE BROUGHT DAVE ON BOARD TO HELP US POSITION OURSELVES IN THESE NEW MARKETS. THE WORK THEY’VE DONE IS INSTRUMENTAL IN TAKING ITN TO THE NEXT STAGE OF ITS GROWTH”
MARK WOOD CHIEF EXECUTIVE, ITN
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HERE’S A THOUGHT…
BRAND THINKING COULD BE THE BEST WAY TO TRANSFORM YOUR BUSINESS
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BIG TRANSFORMATION NEEDS
EXCEPTIONAL LEADERSHIP
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BIG IDEA FOR THE FUTURE
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SINGULAR FOCUS
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CREATIVITY
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ENERGY
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WHY BRAND?
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INTERNAL REFERENCE POINTS EXTERNAL REFERENCE POINTS
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INTERNAL EXTERNAL
HARD
SO
FT
COMPETENCY CATEGORIES
CULTURE IMAGE
BRAND
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3 WAYS BRANDS TRANSFORM
BUSINESSES
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BRANDS ACT AS AN
ORGANISING PRINCIPLE
1.
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DRIVE THE BUSINESS FROM THE INSIDE OUT
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“A BRAND IS A LIVING ENTITY AND IT IS ENRICHED OR UNDERMINED CUMULATIVELY
OVER TIME, THE PRODUCT OF A THOUSAND SMALL GESTURES.”
MICHAEL EISNER
TELL YOU HOW TO DELIVER
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DEFINE CULTURAL NORMS
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BRANDS CARRY A HUGE AMOUNT
OF INFORMATION TO A
HUGE NUMBER OF PEOPLE
2.
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A BIG IDEA IN
A SMALL PACKAGE
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DRIVING BEHAVIOUR
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MAKING ORGANISATIONAL VALUES VISIBLE
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BRANDS ENCAPSULATE IDEAS
THAT ENERGISE, FOCUS
AND GENERATE ACTION
3.
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BRANDS MAKE IDEAS EASY TO PASS ON
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1. ACT AS AN ORGANISING PRINCIPLE
2. CARRY A HUGE AMOUNT OF INFORMATION TO A HUGE
NUMBER OF PEOPLE
3. ENERGISE, FOCUS AND GENERATE ACTION
BRANDS TRANSFORM
BUSINESSES IN 3 WAYS
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THANKS
SEAN MCKNIGHT HEAD OF CONSULTING
Twitter: @seanmcknight @davebranding
www.dave.biz
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