Test

Building the FileNet Brand : 

Building the FileNet Brand Grant Johnson

The FileNet Brand Story : 

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

FileNet Brand Situational Analysis : 

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

Strategic Vendor Options : 

Differentiated – Enterprise (SAP, IBM) Clearly distanced from competition Major business and competitive advantage True differentiation very difficult Strategic Vendor Options

Brand Positioning : 

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

Brand Building Blocks | Before : 

Brand Building Blocks | Before

Brand Building Blocks | After : 

Brand Building Blocks | After

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

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

Brand Transformation | AfterBrand Elevation, Focused Messaging, Engaging : 

Brand Transformation | AfterBrand Elevation, Focused Messaging, Engaging

Brand Development: Manifesto : 

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.”

Internal Brand Communications:Living the FileNet Brand : 

Internal Brand Communications:Living the FileNet Brand Click to Start

The Six C’s of Brand Building and Management : 

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

The FileNet Brand Guide : 

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 13

Imagery Categories : 

Imagery Categories Optimized Business Industry Specific Our Customers

BrandCommunicationsAds : 

BrandCommunicationsAds 15

BrandCommunicationsAds : 

BrandCommunicationsAds 16

BrandCommunicationsAds : 

BrandCommunicationsAds 17

BrandCommunicationsAds : 

BrandCommunicationsAds 18

BrandCommunicationsInvitation : 

BrandCommunicationsInvitation 19

BrandCommunicationsSuccess Stories : 

BrandCommunicationsSuccess Stories 20

BrandCommunicationsCD Inserts : 

BrandCommunicationsCD Inserts 21

Brand Positioning Over Time : 

Brand Positioning Over Time Today Tomorrow Yesterday PuttingDocumentsto Work ActivatingContent Work Smarter Accelerate Your Business BetterPerformance BetterDecisionsFaster

Brand Positioning Essentials : 

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

Benefits of a Strong Brand Important? : 

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

Cursory Observations:Pega’s Messaging Focuses On The Idea Of “Agility” : 

Cursory Observations:Pega’s Messaging Focuses On The Idea Of “Agility” Brand What Why BPM Software Agility; 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)?

A Process for Brand Development : 

A Process for Brand Development Phase I: Discovery & Research Phase II: Brand Development Phase III: Brand Communications Execution Discovery Workshop Visual Brand Audit One-on-one Interviews Quantitative Research Competitive Review Workshop & ResearchReport 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