GSSi: Internal Branding
Soham Mukhopadhyay
Information Security Level 2 Sensitive 2012 Proprietary and Confidential Information of Amdocs
Overview
Objective Brand Owner Project Methodology Amdocs Findings Brand Message Discovery Industry Speak Recommendations Snapshot of Action Items
Information Security Level 2 Sensitive 2012 Proprietary and Confidential Information of Amdocs
Objective
Brand GSSi so that
GSSi members develop a greater sense of pride in working within GSSi Amdocs employees with the right skillset/talent and attitude are eager to
be a part of GSSi
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Brand Owner
The accountability of the brands performance lies with VPs and Directors Managers (Group Leaders and Project Managers) SMEs
So, EVERYONE in GSSi is the Brand Owner
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Methodology
Focus Group Discussions (3FGDs x 5) One-on-One Interviews (18)
with randomly selected representatives from
PSG COM Infra
HR
ADM
Dox Non-Dox
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amdocs said
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Findings [1/2]
Sense of pride for working in GSSi is high among GSSi members
GSSi members recognize the following things as effective and
desirable:
Spot awards, recognition
Cross trainings
Cultural events
Exposure
Being a part of the primary revenue generating teams
Messages regarding Amdocs/GSSi growth
On-site opportunities
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IMPORTANT FOCUS POINTS
Findings [2/2]
Non-Dox: Little or no knowledge about Dox and Amdocs proprietary
software
Information exchange should be thorough Non-Dox is their primary brand, lack of GSSi visibility
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GSSis Value Proposition
Exposure End to End
Business Knowledge Product Knowledge
Real-time Diverse Work LEAN Multi-cultural Clientele Opportunity to take on Challenges
First-rate Employee Care Measures
Revenue King Cross Training for Steep Growth Curve
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BRAND MESSAGE
Branding Professionals Said
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Pictures of wellknown (and loved) staff doing things that support the brand Well judged humor it overcomes the cynicism, and the organizational in-jokes create cohesion
Implement the brand positioning in every touchpoint in the employee lifecycle including Training, Recruitment marketing, Digital media and Social media
Martin Turner
Director at Brand Motor Limited, UK
Founder and President at BRANDEMiX
Jody Ordioni
Creative Thinker/Owner at Creative/Ideas Matter
The professionals were contacted through LinkedIn
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Dyan Sutton
Humor, Events and Participation in the Advertising programs with Employees
Trade show booth" in the cafeteria for a day Offer "gifts" (pens with logos, etc.) to entice visitors to listen and learn Advertise" the event on the Amdocs portal and with signs and tent cards throughout the office building Hang large banners in more visible areas that remain hanging for a few weeks
Leadership sponsors "bosses" are the first to work for the unit Events and meetings for sharing thoughts and collecting feedback about their relevance Create reference materials and a reference group for solving doubts and discussing ideas Everybody must feel that they have contributed 3D MODEL
Involve the "influential" employee When it comes time to roll out the brand we have a participating advocate to help. They are typically the ones who already have influence over their peers
Marketing Manager at Stryker Orthopedics, US
PR & Brand Consultant, Vivo Telecommunications, Brazil
Marina Beer
Karren Illes
Consultant/Designer at The Branding Experts, Canada
The professionals were contacted through LinkedIn
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Ed Roach
Recommendations (I say )
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Target Audience
Primary TG: B2s and B3s outside GSSi (inside Amdocs) Secondary TG: B4s and B5s Tertiary TG: B2s in GSSi
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A Bottom-Up Approach
Branding Each GSSi Member
Branding Managers
Branding Directors
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Branding the GSSi Members
GSSi Brand Mascot
Intra-GSSi Competition OR An elephant in racing attire holding a bell
A GSSi Special Handshake
Intra-GSSi Competition OR
GSSi members can exchange a greeting (such as) G-power when they
shake hands
GSSi Merchandise
Mouse-pads
Caps
Pens T-shirts
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Branding the Managers & Directors
Market as Thought Leaders
Panel discussions can be staged in the bay area Quarterly debate/seminar in cafeteria
A Directors Webinar every week/fortnight
Participation of Managers discussion of business problems & mitigation new initiatives and ideas
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Recommendations
Building a long-term relationship
Stay in contact with talented & indispensable employees
Internalize the Branding process
Involve each member - 3D model for reception/cafeteria GSSi Wall sponsorship in Cafeteria
Build a Brand GSSi* story
How GSSi has evolved and grown
Positioning Message
Embracing End-to-End Challenges, Real-time! & GSSi s
upport
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Internal Brand Communication
Mix of Personalized (p) and Generalized (g)
Communication of brand message p
Directly elaborating the GSSi value proposition to the members
Communication of value of brand g
Putting a money value to the brand and sharing in the GSSi newsletters
Re-enforcing on-brand behavior g + p Deliver exceptional brand experiences
Give employees tangible proof that the brand promise is being fulfilled
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The BIG Picture & Leveraging it
A physical 3D model that shows how GSSi is core to Amdocs model
Gives every GSSi member a sense of where he/she fits in Integrated with the long term shared goals of GSSi to engage the employee as the
goals get realized via a GSSi Wall in the cafeteria
Celebrations when the goals are fulfilled
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ACTION ITEMS TO FOLLOW
Action Items Action GSSi Directors to attend non-GSSi town halls and explain GSSi's value proposition Exposure End to End Business Knowledge Product Knowledge Real-time Diverse Work LEAN Multi-cultural Clientele Opportunity to take on Challenges First-rate Employee Care Measures Revenue King Cross Training for Steep Growth Curve Expected Outcome Communication of Brand Message Increase in number of Touchpoints
Internal Communication
Webinars by B5s and B6s (participation of B3s & B4s) Information Sharing through GSSi Newsletter/Mailer Share Budget, No. of on-sites for different groups, etc. 21
Transfer of Business Knowledge and KM Building of Brand Trust, Changing Perceptions
ACTION ITEMS TO FOLLOW
Action Items
Action GSSi Brand Merchandise Caps, Pens, T-shirts, Mouse-pads GSSi Physical 3D Goal Model/ Cafeteria Wall Sponsorship
Expected Outcome Increase Visibility of the Brand
Build Brand Relevance
Branding
Example: A Spider Web Model GSSi Brand Story Use of Social Media/Networking/Portals Build Brand Resonance Increase Visibility of the Brand
Thank You
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