rebranding for sustainablility - johnson controls

An Exercise in Global Rebranding for Sustainability

Monica LevyJohnson Controls

can you guess theissue date?

August 2, 2004

what about this one?

April 22, 2008“As corporate America gets greener,Earth Day is following the path ofValentine’s Day, Easter and Christmas,and turning into a corporate marketingopportunity. But instead of advertisingchocolates or toys, companies areselling themselves and their greenness-- and often, the biggest marketers arethose with sizable carbon footprints.”

Get the call, always onthe RFP list

Win the coin toss inclose calls — make iteasier and faster tosay yes

Capture larger shareof wallet and preferredsupplier position withclients

Get permission to playin adjacent spacesand play higher-value-added roles

More effective andefficient new marketentry; span productintroduction valleys

Align goals andobjectives acrossbusiness units

Increase strategiccontrol relative topowerful businesscustomers

Increase stockmultiple by makingsuperior performancetangible

Be able to recruitworld-class talent andcreate an appealingculture

HowB2B

brandsadd

value

Who/what we used to be

• a brief history• business overview• exceeding customers

increasing expectations• everything to everybody• (more than) a holding

company

What had to change, and why

• The invisible burning platform• Challenges and opportunities

with customers, technologiesand geographies

• “A billion Chinese people...”• Sustainability and the Al Gore

effect• Another important war• What really matters

brand scale that matchesour business scale

One Johnson Controls

• Brand plan• Gimme the data• Positioning• Identity & creative

development• Fix the Web• Employees as brand

ambassadors

a brand that contributesto business success

Brand Development Initiative 2006 - 2008 - Phase 1

OrganizationalReadiness

Brand Strategy& Planning Execution Internal

Rollout

Build teams

Brand audit scope

Data collection &analyses

Vision/valuesdevelopment

Enterprise-wide brandstrategy & positioning

Identity development& testing

Brand architecture

Internal rolloutplanning

Enterprise-widebrand guidelines

Brand championidentification &training

Vision Week launch andemployee education pgm

Internationalized webenvironment

Ad/creative developmentfor internal use

Media profiling/planning

January - August 06 September 06 - Feb 07 March 07 - May 07 May 07 - Sept 07

Brand Development Initiative 2006 - 2008 (con’t)

External BrandRollout

(Identity &Messaging)

Ramp toAdvertising &Media Launch

Launch(Vision Week)

ContinuousImprovement

Educatecustomers &journalists

Transition identity&communications(thru 9/08)

Brand events

Add 3-4 countrywebsites

Continued PR & eventsupport

Pre-production ofcorp advertising

Baseline consumerawareness research

Add 3 - 4 countrywebsites

Launch N.Am & W/EEurope advertising

Global customer/media events

Add 3 - 4 countrywebsites

Continue N. Am & W/EEurope advertising

Global customer/mediaevents

Add 3 - 4 country websites

Use real-time metrics toadjust media/PR activity

Oct 07 - Dec 07 Jan 08 - April 08 May 08 - July 08 August 08 - Dec 08




ambassadors


Brands exist for comparative purposes

• Key areas of inquiry:• Who are we, apart from

what we do?• What do we do, apart from

what make today?• What’s important, and how

do we compare to ourcompetitors?

• How can we be different inways that are relevant?

Strategic brand & businessassessment (brand audit)

• 1,800 interviews worldwide

• customers, media/NGOs,employees

• qualitative upfront + 30-minquantitative (telephone)

• factor analysis to explainvariation in rankings

• questions regarding products,technology, quality, service,growth prospects, leadership

what’s important, and how do werate on those things?

Brand factors: Power SolutionsBrand factors: Interior Experience

Understanding relative importance and performance

Brand factors: Building Efficiency

Power Solutions image attributesAutomotive Experience image attributesBuilding Efficiency image attributes

Corporate image attributes

• Is an admired company• Has strong and effective senior management• Is customer focused• Has demonstrated financial stability• Is a market leader• Provides high quality products and services• Offers thought leadership• Is an attractive employer• Effectively combines technologies and products to

create integrated solutions• Promotes energy efficient products and practices• Offers advanced technology• Actively participates in the local communities in

which it operates• Is committed to promoting diversity in its work force

and suppliers• Maintains high ethical standards• Is committed to sustainability• Positioned to capitalize on growth in emerging

markets• Has strong growth potential• Can be considered a diversified industrial company• Operates with a global perspective• Is a transparent company

Relativeimportance offactors

• Overallbrandfavorability

• Likelihood topurchase

Corporate brand factors

• Admired leader• Socially responsible• Diversified and global

...

Attributes

Relative JCIperformance

• JCI versuspeers

• Acrossbusinesses

• Region

Factors

Results & direction for change

High scores• High quality products and services• Recognized branded products• Broad product portfolio• Expertise in integrated interiors• Market and technology leader in

batteries

Top quantitative attributes for JCI across business units

Top qualitative attributes for JCI across business unitsPositive

• Strong, professional• Capable and financially sound• Leader• Good at combining technologies

Negative• Reactive, not proactive• Inflexible, too focused on internal

goals• Slow, too much internal bureaucracy

Low scores• Proactive in identifying/resolving

issues• Easy to do business with• Helps improve business performance• Excellent value for money




ambassadors


Our brand

• Johnson Controls is the global market leaderin integrating technologies, products and servicesthat redefine the relationships between people andtheir surroundings.

• Our market insight enables us to anticipatemarketplace needs and provide practical, eco-friendlysolutions.

• By understanding the changes that affect how welive, work and travel, we help create smartenvironments that are more comfortable, efficient,safe, and sustainable.

• Who are we, apart from whatwe do?

• What do we do, apart from whatmake today?

• What’s important, and how dowe compare to our competitors?

We are the global leader that uses ingenuityto make the world more comfortable, safeand sustainable.

We are the premier integrator andcollaborator, the company best able toanticipate and deliver

• How can we be different in waysthat are relevant?

We will be customer-focused, a leader in ourmarkets, and deliver effective, practicaltechnology.

We create smart environments in theplaces where people live, work and travel.




ambassadors


What’s in a logo?

Visual/verbal identity

The new Johnson Controls




ambassadors


Sustainability key to web presence

Sustainabilitymaintains homepage positioneven aftermarquee andnews sectionsupdate




ambassadors


171,086171,086logo pins hits to

Web sitehandbooks &badge tags

165,000165,000 120,000120,000

26 languages26 languages

Lessons learned/recommendations

• know your culture• get the data• brand must have credibility & authenticity• continuing senior mgmt support is critical• grassroots support can help• symbols are important• take time to prepare internally (vs. “big bang”)• education, examples and context are key to building an

organizational understanding of sustainability

http://sustainablelifemedia.com/�

rebranding for sustainablility - johnson controls

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