Rebranding for Sustainablility - Johnson Controls
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This document contains summaries of two articles related to corporate branding of sustainability efforts. The first article discusses how Earth Day has become a major marketing opportunity for companies, especially those with large carbon footprints, to promote their sustainability initiatives. The second article examines Johnson Controls' rebranding efforts from 2006 to 2008 to align their brand more closely with their focus on sustainability and creating smart, efficient environments. It outlines the phases of the rebranding process and lessons learned around internal preparation and education.
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Rebranding for Sustainablility - Johnson Controls
- 1. An Exercise in Global Rebranding for Sustainability Monica Levy Johnson Controls
- 2. can you guess the issue date? August 2, 2004
- 3. what about this one? “As corporate America gets greener, Earth Day is following the path of April 22, 2008 Valentine’s Day, Easter and Christmas, and turning into a corporate marketing opportunity. But instead of advertising chocolates or toys, companies are selling themselves and their greenness -- and often, the biggest marketers are those with sizable carbon footprints.”
- 4. Get the call, always on Win the coin toss in Capture larger share the RFP list close calls — make it of wallet and preferred easier and faster to supplier position with say yes clients How B2B Get permission to play More effective and Align goals and in adjacent spaces efficient new market objectives across brands and play higher-value- added roles entry; span product introduction valleys business units add value Increase strategic Increase stock Be able to recruit control relative to multiple by making world-class talent and powerful business superior performance create an appealing customers tangible culture
- 5. Who/what we used to be • a brief history • business overview • exceeding customers increasing expectations • everything to everybody • (more than) a holding company
- 6. What had to change, and why • The invisible burning platform • Challenges and opportunities with customers, technologies and geographies • “A billion Chinese people...” • Sustainability and the Al Gore effect • Another important war • What really matters brand scale that matches our business scale
- 7. One Johnson Controls • Brand plan • Gimme the data • Positioning • Identity & creative development • Fix the Web • Employees as brand ambassadors a brand that contributes to business success
- 8. Brand Development Initiative 2006 - 2008 - Phase 1 Organizational Brand Strategy Internal Execution Readiness & Planning Rollout January - August 06 September 06 - Feb 07 March 07 - May 07 May 07 - Sept 07 Build teams Vision/values Internal rollout Vision Week launch and development planning employee education pgm Brand audit scope Enterprise-wide brand Enterprise-wide Internationalized web Data collection & strategy & positioning brand guidelines environment analyses Identity development Brand champion Ad/creative development & testing identification & for internal use training Brand architecture Media profiling/planning
- 9. Brand Development Initiative 2006 - 2008 (con’t) External Brand Ramp to Rollout Launch Continuous Advertising & (Identity & (Vision Week) Improvement Media Launch Messaging) Oct 07 - Dec 07 Jan 08 - April 08 May 08 - July 08 August 08 - Dec 08 Educate Continued PR & event Launch N.Am & W/E Continue N. Am & W/E customers & support Europe advertising Europe advertising journalists Pre-production of Global customer/ Global customer/media Transition identity corp advertising media events events & Baseline consumer Add 3 - 4 country Add 3 - 4 country websites communications awareness research websites (thru 9/08) Use real-time metrics to Add 3 - 4 country adjust media/PR activity Brand events websites Add 3-4 country websites
- 10. One Johnson Controls • Brand plan • Gimme the data • Positioning • Identity & creative development • Fix the Web • Employees as brand ambassadors a brand that contributes to business success
- 11. Brands exist for comparative purposes • Key areas of inquiry: • Who are we, apart from Strategic brand & business what we do? assessment (brand audit) • What do we do, apart from • 1,800 interviews worldwide what make today? • customers, media/NGOs, • What’s important, and how employees do we compare to our • qualitative upfront + 30-min competitors? quantitative (telephone) • How can we be different in • factor analysis to explain ways that are relevant? variation in rankings • questions regarding products, what’s important, and how do we technology, quality, service, rate on those things? growth prospects, leadership
- 12. Understanding relative importance and performance Attributes Factors Power Solutions image attributes Relative Automotive Experience image attributes importance of Building Efficiency image attributes factors Corporate image attributes • Overall • Is an admired company brand • • Has strong and effective senior management Is customer focused Brand factors: Power Solutions favorability • Has demonstrated financial stability Brand factors: Interior Experience • Is a market leader • Likelihood to • Provides high quality products and services Brand factors: Building Efficiency purchase • Offers thought leadership • Is an attractive employer Corporate brand factors • Effectively combines technologies and products to create integrated solutions • Promotes energy efficient products and practices • Offers advanced technology • Admired leader Relative JCI • Actively participates in the local communities in • Socially responsible performance which it operates • Is committed to promoting diversity in its work force • Diversified and global • JCI versus and suppliers . peers • Maintains high ethical standards . • • Is committed to sustainability Positioned to capitalize on growth in emerging . markets • Across • Has strong growth potential businesses • Can be considered a diversified industrial company • Operates with a global perspective • Region • Is a transparent company
- 13. Results & direction for change Top quantitative attributes for JCI across business units High scores Low scores • High quality products and services • Proactive in identifying/resolving • Recognized branded products issues • Broad product portfolio • Easy to do business with • Expertise in integrated interiors • Helps improve business performance • Market and technology leader in • Excellent value for money batteries Top qualitative attributes for JCI across business units Positive Negative • Strong, professional • Reactive, not proactive • Capable and financially sound • Inflexible, too focused on internal • Leader goals • Good at combining technologies • Slow, too much internal bureaucracy
- 14. One Johnson Controls • Brand plan • Gimme the data • Positioning • Identity & creative development • Fix the Web • Employees as brand ambassadors a brand that contributes to business success
- 15. Our brand • Johnson Controls is the global market leader in integrating technologies, products and services that redefine the relationships between people and their surroundings. • Our market insight enables us to anticipate marketplace needs and provide practical, eco-friendly solutions. • By understanding the changes that affect how we live, work and travel, we help create smart environments that are more comfortable, efficient, safe, and sustainable.
- 16. We are the global leader that uses ingenuity • Who are we, apart from what to make the world more comfortable, safe we do? and sustainable. • What do we do, apart from what We create smart environments in the make today? places where people live, work and travel. We will be customer-focused, a leader in our • What’s important, and how do markets, and deliver effective, practical we compare to our competitors? technology. We are the premier integrator and • How can we be different in ways collaborator, the company best able to that are relevant? anticipate and deliver
- 17. One Johnson Controls • Brand plan • Gimme the data • Positioning • Identity & creative development • Fix the Web • Employees as brand ambassadors a brand that contributes to business success
- 18. What’s in a logo?
- 20. The new Johnson Controls
- 26. One Johnson Controls • Brand plan • Gimme the data • Positioning • Identity & creative development • Fix the Web • Employees as brand ambassadors a brand that contributes to business success
- 27. Sustainability key to web presence Sustainability maintains home page position even after marquee and news sections update
- 30. One Johnson Controls • Brand plan • Gimme the data • Positioning • Identity & creative development • Fix the Web • Employees as brand ambassadors a brand that contributes to business success
- 31. 171,086 165,000 120,000 logo pins handbooks & hits to badge tags Web site 26 languages
- 32. 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