July 17, 2012 Strategic Brand Management: Communications and Public Relations in a New Global Environment Seminar sponsored by: Japan Commerce Association of Washington, D.C. (JCAW) APCO Worldwide
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July 17, 2012
Strategic Brand Management:
Communications and Public Relations
in a New Global Environment
Seminar sponsored by:
Japan Commerce Association of Washington, D.C. (JCAW)
APCO Worldwide
Agenda
2
4. Case Studies and Outcomes
3. Champion Brand Communications
2. Global Megatrends Affecting Business
1. Introductions
APCO Today
Founded in 1984
Headquarters: Washington, D.C.
611 employees in 32 locations around the world
Over 2,000 clients
#1 public affairs company in the world
An independently owned communication, stakeholder engagement and
business strategy firm.
1.1 Introductions 3
How APCO Sees the World
4
Communications through a stakeholder driven world
Data
FROM TO
One-Way Dialogue
Top-Down Interests
Defined Stakeholders
Brand champions
Profit
Insight
Network of stakebrokers
Champion Brands
Purpose
Mutual Interests
Open Discussion
1.2 Introductions
Global Trends that Affect Communication Strategies
Businesses today are viewed as essential parts of the societies in which they operate – essential not only for the products and services they bring to the market, but also for the economic and social value they bring to the community.
Leading Japanese companies face special pressures, ranging from constrained government resources to cultural misperceptions.
Strong communication and brand strategies and effective stakeholder engagement are essential to navigating the challenges and opportunities that can affect reputation, employee loyalty, policy outcomes and financial value.
5 2.1 Global Megatrends Affecting Business
Before the Internet
6
Push Communication
2.2 Global Megatrends Affecting Business
Technology Shift
Push Back Communication
7 2.3 Global Megatrends Affecting Business
Interconnected Economy
8
Pulling Together
2.4 Global Megatrends Affecting Business
INDIVIDUAL BENEFITS SOCIETAL BENEFITS
Understanding Stakeholder Demands
CONSUMERS STAKE HOLDERS
2.5 Global Megatrends Affecting Business 9
Our Approach
10 3.1 Champion Brand Communications
One Actionable Positioning Model
BELIEVE Authenticity
RELATE Emotional connection
ENGAGE Mutual interest
THINK Corporate reputation
11 3.2 Champion Brand Communications
Champion Brands…
12
Align with the expectations of all of their stakeholders
Build enduring emotional attachment
Are advocates for the mutual interests of their stakeholders
Act in a way that is authentic with their business objectives and vision & values
3.3 Champion Brand Communications
4As: Alignment
Q: Do you meet stakeholders’ most important expectations?
ALIGNMENT
‘Meets the needs of its customers’
‘Cooperates with governments and complies with laws and regulations’
‘Treats its employees fairly’
‘Is a responsible steward of the environment’
‘Supports the communities in which it operates’
‘Is accountable for the actions of its suppliers’
‘Is responsible to its shareholders’
13 3.4 Champion Brand Communications
4As: Authenticity
Q: Do you act in a way that is consistent with what you say, who you are and why you’re in business?
14 3.5 Champion Brand Communications
4As: Attachment
Q: Do stakeholders connect emotionally with your brand?
3.6 Champion Brand Communications 15
4As: Advocacy
The highest level of leadership is becoming an advocate – a champion – for stakeholder interests
and society
Companies of the 21st century must show how
they succeed by creating societal value
Q: Do my stakeholders protect and preserve my company because we provide greater societal value?
3.7 Champion Brand Communications 16
Coming in September
17
INDEX
• Global online survey n=70,000+ general public • n=7,000 (Champion Brand “Stakebrokers”)
• 600 of the world’s largest public and private corporations rated 3.8 Champion Brand Communications
Outcomes of a Comprehensive Brand Strategy
Your Brand
Customers & Clients
Investors & Analysts
Industry Experts
Consumers
Media Distributors & Suppliers
Shareholders
Employees
4.5 Case Studies and Outcomes
Communities & Activists
Government
18
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