Implementing Bright Science. Brighter Living.™ Approach, Challenges and Learnings Transform 2011, UK Jos van Haastrecht
Transform: Implementation, Jos van Haastrecht
Nov 30, 2014
Strategy, tick. Values, tick. Visual identity, tick.
For some companies, that's when they start working out how they'll achieve it. Yet the implementation will most likely take the bulk of budget. Three companies who tackled implementation from the outset discuss their experiences.
Jos van Haastrecht, DSM, director company branding
For some companies, that's when they start working out how they'll achieve it. Yet the implementation will most likely take the bulk of budget. Three companies who tackled implementation from the outset discuss their experiences.
Jos van Haastrecht, DSM, director company branding
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ImplementingBright Science. Brighter Living.™
Approach, Challenges and Learnings
Transform 2011, UK
Jos van Haastrecht
• Who we are• Where we came from• Our new brand – holistic approach• Activating our brand – approach,
challenges and learnings
Agenda
Page 3
Mission
• Our purpose is to create brighter lives for
• people today and generations to come.We connect our unique competences in Life Sciences and Materials Sciences to create solutions that nourish, protect and improve performance.
Page 4
Key activity areas
• Health• Advanced, cost-effective health and medical • innovations, and healthier food and beverages,
to• meet the needs of a growing and ageing global • populationNutritionWorld’s leading producer of vitamins and nutritional ingredients meeting the growing need for more nutritious and more sustainable food and animal feed
MaterialsEnabling lighter, stronger, more advanced and more sustainable performance materials
Page 5
People, Planet, Profit
Sustainability is DSM’s core value.
DSM is driving economic prosperity, environmental progress and social advances to create sustainable value for all stakeholders.
• Who we are• Where we came from• Our new brand – holistic approach• Activating our brand – approach,
challenges and learnings
Agenda
Corporate Communications – One DSM Brand Identity – Jos van Haastrecht/Jan Sijstermans
Page 7
• Who we are• Where we came from• Our new brand – holistic approach• Activating our brand – approach,
challenges and learnings
Agenda
Page 9
Bright Science. Brighter Living.™
• Bright Science. Brighter Living.™ symbolizes:
• the transformation of our portfolio;
• a new era of growth: the Life Sciences and Materials Sciences company;
• the DSM culture;
• the DSM core value of Sustainability: our People, Planet, Profit approach;
• DSM’s commitment to creating innovative solutions that make a positive difference to people’s lives - in partnership with customers and other stakeholders.
Page 10Page 10
People, culture & behaviors Marketing & Communications
Products and services Environments & channels
Page 11
The building blocks overview - Summary
• Who we are• Where we came from• Our new brand – holistic approach• Activating our brand – approach,
challenges and learnings
Agenda
Page 13
Brand touch points
Brand development Brand implementation
Phasing Development and Implementation
Page 14
2008-2009 2009-2011 2011 - 2012 ….and beyond assessment strategy creation implementation management
Brand development: Phasing and time line
Page 15
Key Projects
1. Brand Guidelines/Portal
2. On-line activation
3. IT & Correspondence systems
4. External & Marcoms/Ads
5. Internal Launch/ Brand Engagement/Int Coms/HR alignment
6. Signage
7. Product branding
8. Measurement
Implementation (2011 – 2012)
(Multiple implementation partners – both creative and implementation)
Activation Program
Internal stakeholders
Business Groups
ICT
HR
Investor Relations
Media Relations/PA
Marketing
MB
Implementation: Where are we now?
Page 16
Page 17
Page 18
Key learnings and challenges
• Choose the right partners for every specialism
• Involve implementation parties at an early stage in the process
Page 19
Our key learnings and challenges
• Choose the right partners for every specialism
• Involve implementation parties at an early stage in the process
• Strong project management skills are essential – both at client and supplier side!
• Risk assessment of projects crucial
• Split content and process responsibility
Page 20
Project: Period: Reporting date:
Critical Issues - Actions to be taken
Present/future key activities Present/future key activities Last achievements Last achievements
TimeTime Budget
Phase budget ETC delta
Budget
Phase budget ETC delta
Deliverables of the project:Deliverables of the project:
ProgressCost Time Scope % CompleteMilestones Planned Realized Deviation
Latest achievements Present/future keyactivities
Critical issues/actionsTo be taken
Progress Reporting
Page 21
Risk Analysis: essential
Page 22
Key learnings and challenges
• Choose the right partners for every specialism
• Involve implementation parties at an early stage in the process
• Strong project management skills are essential – both at client and supplier side !
• Risk analysis of projects crucial
• Split content and process responsibility
• Continuous alignment with key internal stakeholders
• Define success, measure, share and celebrate!
Page 23
Define success, share and celebrate!
• Cannes Corporate Media & TV Awards
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