You cant be given a brand you have to earn it

Posted 06/12/2011 by bproject
Categories: advertising, brand, business, communications, culture, customer service, design, media

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Bodyproject contributes to a Reputation Institiute blog:

My company works with complex organisations to help them protect and promote their reputation and I entirely agree with Elliot.

We find the best way of thinking about this is to make an analogy with an individual.

I find that in terms of an individual form the essence of your genetics, behaviours, way you look and speak and act is acquired from what influences your conception to where you live to what you eat, what experiences you have etc. It is hugely complex.

There are three elements to reputation and therefore brand. First – identity. Of course this can be influenced and is almost entirely in your control (i.e the ‘almost’ is somewhat dictated – you cant wear a skinny t shirt if you are overweight, your accent may be influenced by were you are brought up etc) but you can learn and change and shape your whole identity. As also can organisation through its brand, key messages, 4Ps -products (and service), promotion and placement and price etc.

The second is image – the reverse of identity – how others perceive you. Far more difficult to control but you can choose how you promote your identity i.e. if you bully someone they may not have a very good image of you – to say the least. Again organisations can tackle this aspect of their brand through the way they deliver customer service, the insights they receive, the experiences they deliver.

But the hardest aspect of brand and why Elliot is so right is that of personality. I sum this up as actions speak louder than words. It doesn’t matter how many strap lines, lovely logos and values an organisation espouses, what you do speaks far more loudly than what you say.

So many consultants can help shape all this through coaching, mentoring, reflecting back, cajoling etc but ultimately brand is something you give rather than what you are given.

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Construction News – Reputation management and PR

Posted 23/09/2011 by bproject
Categories: brand, business, communications, finance, media, politics, society

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Bodyproject contributes to Construction News article on reputation management and PR:

My company is called Bodyproject and we work with complex organisations that are trying to manage complex issues to complex stakeholders. There is a price to reputation that is part of a company’s intellectual capital.

We work with clients in construction, energy and waste management and often find that senior teams are so tied up with the book value that they forget that about 70-80% of their overall company value is actually in the intellectual capital.

A quick flick through Construction News or this website confirms this as you will see lots of information about numbers (schemes, financials) etc but little about the less tangible area of reputation unless reporting failures.

Risk management is part of the reputation mix but the biggest imperative is on how a company implements environmental and social aspects into their corporate governance. How they truly engage with stakeholders to gain insight and influence to protect and promote their reputation.

Too often this isn’t factored in (you can see it in Construction News with the constant reporting of numbers and book value type subject matter rather than that impacting intellectual capital) and hence we continue to see failures at the examples given above (BP, Toyota, RBS etc) – what is alarming is that many construction projects and companies still don’t seem to get it and so David is right they need to seek the expertise to help them (I would say that as a consultant wouldn’t I)

It is not just PR etc – it’s real stakeholder management and integrated marketing communications. Those that do seek help won’t end up as reputation casualties.

Is economic growth incompatible with sustainable development?

Posted 09/09/2011 by bproject
Categories: business, culture, economy, finance, politics, society

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The Guardian poses the question, ‘is economic growth incompatible with sustainable development?’

It is easier to point out the problems than find a systemic solution, but it is vital that we are able to articulate a better future

George Monbiot reports prior to taking part in a debate with the minister of state for energy and climate change, Charles Hendry, on the subject of whether economic growth is incompatible with sustainable development.
Read the article and Bodyproject’s views at:

http://www.guardian.co.uk/discussion/comment-permalink/12333269

Is there a policy response to the human element of looting? – Bodyproject contributes to a Social Marketing network debate

Posted 20/08/2011 by bproject
Categories: brand, business, communications, culture, economy, media, politics, society

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Bodyproject contributes to a debate led by the Social Marketing Network posing the question…Is there a policy response to the human element of looting?

“…I’m troubled by this discussion as I don’t understand half of it – not sure what a ‘broad scope behavioural insight driven intervention framework’ is. I’m not being overly critical or rude – I just don’t know what some of this debate is about and it may be me being ‘thick!’

But what I do know having been out and about in some inner city communities over the last few weeks is that we have a large number of people who are feeling very disenfranchised and that our society is badly failing in parts.

I think the present political and public service structure is badly broken. We have a Government that seems to be making it up as it goes along, a parliamentary committee structure that could have been more use in Arthur Miller’s portrayal of Salem, a judiciary thrashing around, the Police impotent in the face of new criminal and crowd behaviour (from responses such as kettling to surging – neither has worked) and a public sector DNA that is just so wholly lost in its own process and procedures it has little chance of influencing change.

The people I have spoken to are very angry. They are heavily in ‘victim’ mode and are just observing consumerism dangled in the their faces (the haves and the have nots). They constantly hear and see and perceive corruption, greed, abuse of power and have just lost faith. Austerity and deficits mean nothing to them it just means they pay a heavier price. So in the end when faced by what John describes they are going to be compelled to grab what they can. Ultimately, I don’t think there is a policy response as how can you legislate for good versus bad. Its the old saying of actions speak louder than words and shadow of the leader. What we need is a clear vision for our society and the values articulated. Then we need people who are in leading positions to start to show the way. But from football to banking, politics to media, those that can afford to have holidays to those who cant, health inequalities to etc etc etc – its a huge challenge…”

Sound advice on a crisis

Posted 15/08/2011 by bproject
Categories: advertising, brand, business, communications, culture, economy, finance, media, politics, society

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Roland Rudd, Finsbury Executive Chairman, gives sound advice:

“When you’ve got a major crisis of any kind, the most important thing is to recognise the enormity of it. It’s sometimes better to exaggerate it to yourself. Never try and suppress it. Never try and blame anybody else. Never try and pretend that you’re the victim.”

“The reason people as smart as the Murdochs got it wrong at the start is that it’s easier to be wise about other people’s problems than about your own.”

What we have had to say this week!

Posted 28/07/2011 by bproject
Categories: brand, business, communications, economy, finance, media, politics, society

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Voluntary retail commitment to cut plastic bag nos. in England & Scotland fails up 5% 2010 – Wales & N Ireland legislated and numbers drop!

Zero landfill is not zero waste

Will the new UK National Planning Policy Framework support healthy local environments? environmental-expert.com/news/will-the-…

EU intensifies crackdown on hazardous electronics environmental-expert.com/news/eu-intens…

BBC launches overseas iPlayer as iPad app – Europe first, US to follow. €6.99 a month – €49.99 for a year

“If we’re to bear horrendous costs we need to know that the energy companies are playing fair” – Mike O’Connor @consumerfocus on #Centrica

A secure and green energy supply “is going to cost an enormous amount of money” – says energy analyst David Hunter #Centrica

A powerful #Channel4 documentary that provides insight into the #Murdoch empire – investigative journalism or sensatio…http://lnkd.in/PZkwmN

David Cameron’s strategy director proposes the abolition of #maternity leave and all #consumer rights legislation – In…http://lnkd.in/VKU4-R

Government’s over-reliance on large #contractors for #IT needs and lack of in-house skills is a “recipe for rip-offs” http://lnkd.in/_xzQZA

Have politicians have become too close to the Murdoch empire? In one year meetings held total Milliband 15 Osborne 16…http://lnkd.in/RH2j6e