Tendensdagen 2010 brand management in innovative companies oct12 10
1. Brand management in innovative companies The Chief Brand Officer's (CBO’s) role as change agent in innovative companies Cesare Avenia C BO – Chief Brand Officer Ericsson CEO – Ericsson Italy
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3. an all-communicating world Today: Close to 5 billion users In Q2 2010: 190 million new users In 5 years: 7 billion subscriptions
13. To make it happen: the people Company culture People engagement Ideas and creativity The vision for innovation The Framework/Process Nurture ideas & lead the change Create value for Customers & Company
15. cornerstones A Chief Brand Officer (Brand driver in top management) A Brand Strategy
16. A CLEAR BRAND STRATEGY Living the brand Brand ambassadors Making it visible in all parts of the business Brand architecture
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18. Mahatma Gandhi said it best: “ If you want change, you must be the change. No excuses or apologies, no blaming governments or bureaucracies. Change is manifested by one person at a time, one choice at a time. It happens because we are willing to embrace a vision that is larger than our own self-interests.” What does it take?