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Brand engaged

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23/100 Ways to Be Brand Engaged. Go visual. I love the pictures on this page. This is surely what engagement is about. We are stimulated by what we see, hear, touch, smell, taste. These pics invoke them all in a clever and fun way. How often do the brand engagement designers get their hands on everything you do?
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Read more about the importance of environments and visuals when striving for brand engagement here: http://tbtbrandtrilogy.wordpress.com/2012/03/14/lets-get-physical-the-critical-importance-of-space-and-place-to-brand-engagement/
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21/100 Ways to be Brand Engaged. FTSE4Good. 21 is the age of growing up. Here's my 21st best practice benchmark. It's a best practice benchmark (the FTSE4Good Report is on the link) where everything about your brand in the community counts - including environmental management, human rights and countering bribery.

This is what they say.

"When we introduced the FTSE4Good Index Series in 2001 it marked the beginning of a journey for FTSE Group. FTSE had been a standard setter in benchmark indices and index methodologies such as defining the nationality of securities, or defining countries and their markets as developed, emerging or frontier. However the launch of the FTSE4Good indices also led to us developing standards in much more challenging areas such as environmental management, human rights and countering bribery
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19/100 Ways to be Brand Engaged. "What's it like living in Edinburgh?" Good question and who better to answer it than (real) employees. And a good, honest title, "Meet our People".

Sharing employee views is not the exclusive preserve of Cairn in my FTSE 100 Survey, but not everyone does it. So, it's a great best practice to higlight to demonstrate how to be Brand Engaged.

This time it's with your internal audience. Yet it's good for relationships with suppliers and your community when they know you are happy to expose your culture and ethos from inside. Here's what they say...

"The skill, ability and enthusiasm of our people have played a major part in Cairn’s success. And we believe that many of these excellent people have stayed with the company so long because of the culture we have instilled.But don't just take our word for it – here are the views of some of the people who work at Cairn, and some honest insights into what it’s like living in Edinburgh. "
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17/100 Ways to be Brand Engaged. What a way to be engaged - by being there with all the decision makers, movers, shakers, influencers and general 'in crowd' of the business/political world. Here's what they say;

BT and the World Economic ForumSince 2005, BT has been a strategic partner of the World Economic Forum - an independent organisation committed to improving the state of the world by engaging leaders in partnerships to shape global, regional and industry agendas.

BT actively participates in the Annual Meeting, regional summits and events, and a range of communities and initiatives throughout the year. Making change happen.

BT’s Chief Executive Officer, Ian Livingston, strongly supports ‘making change happen’. Our involvement in Forum-led initiatives, on topics such as the future of the internet, cloud computing and even workplace wellness, are examples of ways in which we are currently contributing expertise. We are proud to be on the selection committee for Technology Pioneers and are an active member of the Forum’s IT and Telecoms Industry community.
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15/100 Ways to be Brand Enaged. British Land go LOCAL. Our Brand Engaged approach is what we call Community Social Mentoring (CSM). British Land are doing their version of getting out into the community with their Community Charter..

Here's what British Land say;
"We are working with our suppliers, local people, community groups, local authorities and other partners to implement the ten long-term commitments we have set out in our Community Charter.
These ten commitments are: 1. From the moment we acquire major properties, we will start to build relationships with local people and organisations See the whole 10 Commitments at link below.

And here's the British Land Plan;

2011/12 targets:
40% of all Head Office staff to participate in community volunteering.
Make cash contributions of £750,000 to support good community causes.
Get involved in at least two community initiatives, at all office estates and retail properties with on-site management.
Support local fundraising at all managed properties with on-site management, setting individual property targets to raise from £5,000 to £85,000, at each shopping centre, retail park and office estate.
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22/100 Ways to be Brand Engaged. If you are confident enough to go in for awards then great results give you confidence to shout out about them. Centrica does just that - and the awards are pretty much all about people. Here's what they (simply) say. It's enough when you caqn show all the logo's and what each award is for;
"Our awards
People are at the heart of our businesses so it's great to be recognised."

The copy in each shows the impact on the people and business. Like this;

Top Employers for Working Families
Our family friendly and flexible working policies led to us winning 3 of the Working Families Top Employers 2010 Awards in October: Best for FathersBest for Flexible WorkingBest for Carers
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20/100 Ways to be BrandEngaged. Here's one from Capita. http://preview.tinyurl.com/6n4y8zx It's simplebut effective; you can "Create your own or download our full Sustainability report." What better way to engage people than to really engage them, not force feed with what you want to say. Rather than having to read all of the ten areas that Capita covers in its CR, you simply create your own pdf with the areas that interest you. You become involved; feel like an individual; know they have thought it through and feel like they care.This is the difference between a focus on engagement (employees, customers,community etc) where 'they' are a 'target' versus a focus on being engaging, where your organisation is responsible for being interested, exciting, different,caring i.e. engaging across the whole brand trilogy.
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18/100 Ways to be Brand Engaged. Burberry are running what we call Corporate Social Mentoring CSM. It's like our own 'Be There Henley' campaign www.betherehenley.org. CSM is simple concept that puts your colleagues into your community to support and guide. In this case with Burberry (like our Henley campaign) it's with young people. Here's what Burberry say.

"Established in 2008, the Burberry Foundation(registered charity in England and Wales, registered no. 1123102)is a philanthropic organisation dedicated to helping young peoplerealise their dreams and potential through the power of theircreativity.

Through the generous donations of Burberry,its employees and customers, the Foundation works to help youngpeople gain confidence, build connections in their communities, andgrasp opportunities to succeed. We accomplish these goals by granting financialsupport and combining that with the knowledge, creativity anddedication of Burberry employees.

A key extensionof the tradition of philanthropy at the company, the Burberry Foundation provides a strategic platform for Burberry’s engagement in community initiatives and builds charitable giving inkey regions where the majority of Burberry employees live andwork."
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16/100 Ways to be Brand Engaged. Sky gets all its audiences engaged with Skyviews Blog. To be truly an engaging organisation you do have to have a strategy which involves all your communities. Sky cleasrly do Then you have to have the tactical execution that shows you care. And what better way to engage than to blog? Yet how many FTSE 100 do this? If you are a leading UK media company then cool social media tools are a must. Here's what Sky say

"About this blog Sky is the leading home entertainment and communications company in the UK and Ireland. This blog provides a behind-the-scenes perspective on how the company makes a difference to over 10 million customers, its staff, its partners and the communities in which it operates."
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Brand Engaged from Brand Damaged 14/100 Ways to Be Brand Enaged: BP. The ad on US TV featuring a local BP employee says it all - home page too. I'm not sure if the $20bn will solve the brand damage problem as well as the environmental problem but good communication and engaging all your audiences has to be a better practice than keeping a low profile. So putting this ad on the Home page provides an indication of BP showing they believe what they are doing is a/ right and b/is working. Having lost the 'British' a long time ago, to be revived and reviled in the US this is a way to put the British back in - we make mistakes; and rectify them.
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Have them in circles
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Be The Change: Collaborative Communication, Mentoring, Learning in a Brand Trilogy
Introduction

The story of Brand Engaged the agency (BE), starts with a collaboration between Ian Buckingham; Sam Harrop and Kevin Thomson,  a unique combination of former directors from some of Europe’s formative engagement agencies including SDL, Interbrand Inside, MCA and ITEM. Between them they have spanned the Omnicom and WPP empires.

We can say with some confidence that the agency has unparalleled experience of  partnering with clients across sectors to build brands from within; an individual and collective reputation for achieving results and a truly diverse but complementary range of skills.

As we’re constantly reminded, brand is all about reputation.

Reputation comes from advocacy i.e. people saying complimentary things about your organisation.

They do that when they’re engaged and when that engagement is sustained.

We know from personal experience that marketing departments make external promises.HR makes internal promises.Communication delivers the message.

But it’s down to your employees to keep or break those promises. How? Through their everyday interactions with your customers, their colleagues, your community and your corporate partners and stakeholders.

Successful brands don’t just result from marketing campaigns or the personal efforts of the board: they radiate from every aspect of your organisation. They are the sum of both employee and customer engagement, passion and belief.  Brand champions and advocates are the key to sustainable organisation performance and the more you have the more effective you’re going to be as an organisation.

Having written a number of the definitive, experience and case-study-based books in the internal communication; engagement;culture change;  brand and marketing space like the silo-busting Brand EngagementBrand Champions; Emotional Capital and Company Culture Cookbook we would like to think we’ve earned the plaudits through successful collaborations with clients and partners to transform brands from within.

The latest book, Brand Challenger, is currently taking shape. We’d love to help you create your successful change journey and to share your story at an appropriate point in the future.