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Building the FileNet Brand

Building the FileNet Brand. Grant Johnson. The FileNet Brand Story. Situation Analysis Corporate Strategy Brand Positioning Brand Building Brand Transformation Brand Development Brand Management. FileNet Brand Situational Analysis. Targets. Budget/Mix. Programs. Communications.

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Building the FileNet Brand

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  1. Building the FileNet Brand Grant Johnson

  2. The FileNet Brand Story • Situation Analysis • Corporate Strategy • Brand Positioning • Brand Building • Brand Transformation • Brand Development • Brand Management

  3. FileNet Brand Situational Analysis Targets Budget/Mix Programs Communications Brand Implementation Personality Positioning Experience Integration Brand Strategy Focus and Consistency System Process Measurement Structure Brand Management Commitment/$$$ Values Mission Culture Brand Foundation Good Enough Needs Attention Needs Focus

  4. Strategic Vendor Options Focus – Solutions (Siebel, Cognos) • Detailed understanding of apps • Reputation for specialization • Risk of sector decline Cost Leadership (Dell, Microsoft) • Profitable only in very high volume • Risky in long term • Price wars Differentiated – Enterprise (SAP, IBM) • Clearly distanced from competition • Major business and competitive advantage • True differentiation very difficult

  5. Brand Positioning POSITIONING (what we do and how we’re different): Enterprise Content Management from FileNet enables the world’s leading companies and government agencies to streamline and automate their processes, connect with their information systems, and access and manage all forms of content. Everything they need to make quick, smart and cost-effective decisions - right at the moment it matters the most. PROMISE (the value we deliver): Better Decisions, Faster

  6. Brand Building Blocks | Before

  7. Brand Building Blocks | After

  8. Brand Transformation | BeforeCluttered,Product Focused,Inefficient Lead Gen.

  9. Brand Transformation | AfterBrand Elevation, Focused Messaging, Engaging

  10. Brand Development: Manifesto “A brand is much more than a logo or a tagline. It’s the tangible product and services delivered to the market, plus the intangible values, associations and expectations attached to FileNet by our customers and prospects. Brands dictate how companies and products are perceived in the marketplace. Strong brands enjoy greater consideration, sales and profits.Thus, everything we say, do, and communicate shapes perceptions of the FileNet brand – and in so doing, either enhances or diminishes our brand equity. To ensure we maximize our collective ability to increase FileNet’s brand power, it’s critical that everyone in the organization truly understands, embraces and lives the FileNet brand.”

  11. Internal Brand Communications:Living the FileNet Brand Click to Start

  12. The Six C’s of Brand Building and Management Commitment Champions Capabilities Consciousness Consistency Customer Focus

  13. The FileNet Brand Guide • The New Brand Foundation • Messaging Guidelines • Products • Vertical solutions • Corporate Identity Update • New Color Palette • New Graphic Elements • New Imagery • Creative Guidelines • Branding process

  14. Imagery Categories Our Customers Optimized Business Industry Specific

  15. BrandCommunicationsAds

  16. BrandCommunicationsAds

  17. BrandCommunicationsAds

  18. BrandCommunicationsAds

  19. BrandCommunicationsInvitation

  20. BrandCommunicationsSuccess Stories

  21. BrandCommunicationsCD Inserts

  22. Brand Positioning Over Time Intelligence Process Content Document Work Smarter Accelerate Your Business BetterDecisionsFaster BetterPerformance ActivatingContent PuttingDocumentsto Work Today Tomorrow Yesterday

  23. To succeed, this position must be: Credible:Stay TRUE to Who You Are Relevant:Inspire your Customers to ACT Differentiating: Stand APART from Competition Brand Positioning Essentials

  24. Benefits of a Strong Brand Important? Align & Inspire Employees Drive BrandPreference Build Tangible &Intangible Value WHY DOES PEGA SYSTEMS MATTER? Create CustomerLoyalty Separate FromCompetition

  25. Brand What Why BPM SoftwareAgility; Flexibility for Change Is It a Unique Idea in the BPM Space? Is It the Most Relevant Value Proposition? Is It Being Expressed Consistently? Will It Allow Growth Beyond BPM (If Desired)? Cursory Observations:Pega’s Messaging Focuses On The Idea Of “Agility”

  26. A Process for Brand Development Phase I: Discovery & Research Phase II: Brand Development Phase III: Brand Communications Execution Analysis of Research Conducted Brand Positioning Exploration Refinement & Finalization Brand Documentation Exploration Of Brand Expression Discussion of Design/Verbal Changes Based on New Brand Position Tactical Planning & Execution Discovery Workshop Visual Brand Audit One-on-one Interviews Quantitative Research Competitive Review Workshop & ResearchReport

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