Simon Carter

FUJITSU EYES ONLY © Copyright 2010 Fujitsu Services Limited

Brand Transformation – from the inside, out

Simon CarterMarketing Director, Fujitsu UK & Ireland

My right to be here…

Virgin Energy2000-2002

London Electricity1995-2000

NatWest1988-1995

EDF Energy2002-2003

Thomas Cook2006-2008

Post Office Ltd2003-2006

Fujitsu2009 to date

Complacency

Monopoly ->

competition

Start-up

Revitalis

ation

/ takeoverRelaunch

Acquisition /

flotatio

nDiffe

rentiatio

n

"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made

them feel."

Maya Angelou

Why communication matters

Knowledge and consistency builds trust

Make it more important than life or death

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"In my time at Anfield we always said we had the best two teams on Merseyside – Liverpool and

Liverpool reserves."

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Case Study One

UK energy brands c.1996

BILLBILL

UK energy brands as was…

UK energy brands as was…

Stable Reliable

BritishEfficient

Local Big

A faceless entity

Dull

Unapproachable

Inflexible

OfficiousThey are just a bill

Expensive

UK energy brands as was…

The PET values

I want a company who

offers a COMPETITIVE

PRICE

I want a company who is

EASY TO DEAL WITH

I want a company who I

canTRUST

A strong identity…

Very different…

…to the past

…and the competition

Consistent…

… across all mediums... with engagement

Did it work?

In 1996, only 30% could name LE as their supplier

... by 2000, the figure was 97%

LE feared 25% of customers would leave in first 12 months

… less than 10% did

300,000 took gas as well

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Case Study Two

Thomas Cook c.2007/8

The original travel company – 1841

Merged with MyTravel in 2007 …to make a FTSE 100 company,

with a Market Cap of £3bn+ 19m customers, sales of £8bn A fleet of 100 aircraft,

with 34,000 employees in most countries in the world

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“To become the most recommended

UK brand (in our chosen markets)

by 2010”

Vision (2007)

The Thomas Cook family

Many things make up brand perception

The Thomas Cook Values

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…ionering our future

…esults orientated

…bsessed with customer service

…nited as one team

…making robust decisions

Results – perceptions of Thomas Cook

30

32

32

42

45

47

51

54

57

59

Goes the extra mile to provide the right holiday

Understands me and my holiday needs

Is forward thinking

Is a company that cares about its customers

Caters for every possible foreign holiday need

Is passionate about travel

A brand I can trust

Is an authority about travel

Are the travel experts

Is a leading travel/leisure company

Advantage over Nearest

Competitor

+6%

+15%

+17%

+5%

+10%

+13%

+4%

-1%

-1%

+5%

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Case Study Three

Fujitsu

One of the “Big 3” global IT companies

Established 1935 Serving UK Government for

40 years 173,000 employees in

70 countries Global turnover $55bn R&D spend of £3bn annually FTSE-equivalent company

in the UK27 FUJITSU EYES ONLY

Touching the lives of 99% of the population

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From cradle to grave

FUJITSU RESTRICTED - UK & IRELAND ONLY

The IT sector in 2013

Knowledge

Inclination

Trust

Effectiveness of Communication 1

3

5

7

9FujitsuBankingPharmaRetail

Context

Bringing the brand to life

‘Proud to be Fujitsu’ became the internal storyline to demonstrate the vital contribution we make to the local economy

Supported by investment in our offices to create a more engaging brand experience

Increasing brand presence in event space and meeting rooms

Red branded walls in key meeting rooms Plasma wall in Atrium to show latest video

material and communicate key messages Key stats stenciled onto walls in meeting

rooms Creating a new Innovation Centre

demonstrating what we do Pin badges for all employees Webcasts and “Ideasfest” social media Monthly Exec Roadshows at 22 offices

Getting the country ready for the day...

Getting the country ready for the day...

Getting the country ready for the day...

Getting the country ready for the day...

The result

Employee surveys: Engagement (proud to work for Fujitsu)

64% (+13%) Enablement (using our skills and abilities)

55% (+ 3%) Strategic Direction

62% (+17%) Trust/confidence in CEO & top team

64% (+29%)

Engagement “Ideasfest” social networking – 2,352 ideas shared over first 4 days

“Shaping Our Tomorrow: Our Stories” – over 2,500 contributions CEO (and Exec) blogs – several times a day

New business 9 successive quarters of profit growth £1.6bn of new business in last 12 months

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Conclusions

A key part of the Virgin culture is “fun” – people spend too much of their

lives at work.

You give better service to customers, if you are happy.

Not enough Chairmen have a laugh, let their hair down

and get drunk often enough Richard Branson

FUJITSU RESTRICTED - UK & IRELAND ONLY

Proud to be Fujitsu

Be confident

Be consistent

Tell the story

In summary

Marketeers are as obsessed with values as HR people they influence how a brand is

perceived they unite how staff perform in

front of customers they can mobilise a business they fundamentally drive the

bottom line

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The Spirit of Thomas Cook

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