1. Met hoofd, hart & handen
Via internationale verhalen & regionale activatie
naar een herkenbare & toepasbare identiteit
Silke Lock, Maart 2013
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2. Agenda
De Lage Landen in a nutshell
The brand journey
Research through storytelling
Brand engagement and activation
Learnings
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3. In a nutshell
 Founded in 1969
 100% subsidiary of the Rabobank Group
 Worldwide network
– Active in more than 35 countries
 More than 5,400 FTE
– Of which 80% outside the Netherlands
 Financial results 2012:
– Total credit portfolio EUR 30,8 billion (+5%)
– Net profit EUR 365 million (+20%)
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4. Our solutions
Vendor Finance Financial & Mobility Solutions
Food & Agriculture Car Lease
Construction, Transportation
Consumer Finance
& Industrial
Office Technology Factoring / Receivables
Healthcare & Clean Technology Equipment Leasing
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6. Agenda
De Lage Landen in a nutshell
The brand journey
Research through storytelling
Brand engagement and activation
Learnings
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7. Animation movie brand journey
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(1969) From 5 people to +5000 members worldwide (2013) To bring it across
We are growing we develop a new look and feel – one face, one voice.
-------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------
We become One DLL With a creative campaign, a tagline,
We are evolving and a user-friendly toolbox of materials
-------------------------------------------------------------------------------------- everybody will be able to tell our story.
Our brand journey has begun. ----------------------------------------------------------------------------------------
We are discovering our unified, global proposition DLL will become more visible and outspoken
-------------------------------------------------------------------------------------- and all of us will live our brand.
We asked ourselves what makes us unique. ----------------------------------------------------------------------------------------
What is our joint story? Our intrinsic value
------------------------------------------------------------------------------------ will become tangible for our partners.
We collected more than 600 stories ----------------------------------------------------------------------------------------
through interviews, regional sessions, and a survey. To focus on our strengths
with customers and members worldwide To be more connected
(1000+ customers, members, and leaders) To have more impact
-------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------
We pinpointed what DLL stands for, our purpose Through living the brand
Our “DNA” is recognized by everyone We are One DLL
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8. Principles driving a purposeful brand journey
1. BALANCE INSIDE-OUT & 2. LEVERAGE THE POWER 3. ENGAGING
OUTSIDE-IN OF STORYTELLING STAKEHOLDERS
Nuggets from the Stories uncover Throughout the process
company DNA & values emerging patterns in commitment and
as well as from attitudes and ownership is ensured
customers are distilled motivations
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9. Agenda
De Lage Landen in a nutshell
The brand journey
Research through storytelling
Brand engagement and activation
Learnings
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10. Research through storytelling
Scope & Explore Positioning Scenarios
Stakeholder Regional Work
Core Team Meetings
interviews Sessions Online survey
Opportunity area A Opportunity area B
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11. Regional Working sessions
Asia Pacific USA Europe
BUILD
Alignment on stakeholder Short list of themes Clear winning quadrant Opportunity Areas Enriched
interview conclusions within opportunity spaces
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12. Online survey
 Mass qualitative narrative approach Develop relationships
 Exposure to opportunity area A or B
 Non directive story elicitation
 Story evaluation and signifiers
 Analysis: iterative process with
qualitative
story analysis and statistics
Close the deal Provide the best solution
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13. Start voice recordings customer quotes
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14. Brand Purpose
Brand Identity
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15. Purposeful Positioning (example)
The transformational power of paint
From: Selling tins of paint To: Selling tins of optimism
“Adding colour to peoples lives”
Unleashing Global Marketing Potential™
Purposeful Positioning • Page 15

16. Discussie
 Uw ervaring met Storytelling als onderzoeksmethode?
 Of in het algemeen als een methode om het merk te verduidelijken
en te laden?
 Pro’s en con’s van Storytelling?
 Vragen?
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17. Agenda
De Lage Landen in a nutshell
The brand journey
Research through storytelling
Brand engagement and activation
Learnings
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18. 2nd round regional working sessions
Validation of brand purpose & ID Clear understanding On-brand behavior &
IS – IS NOT compelling activation ideas
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19. Sales kick-off: unlocking our value proposition
Head Direction “I understand it”
Heart Purpose “I believe in it” Commit
“I want to do it”
Hands Action
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20. Sales kick-off flow
Day 1 Day 2
General Openings Acceleration
Industry Strategies presentations
Inspiration and gallery walks
DLL Proposition Presentation
Clarification Activation
Customer stories, Is – is not exercise
Idea creation sessions: bringing
the brand proposition to life
Application in your industry
Group exercise Idea gallery & competition
Making your own connection to
the DLL proposition
External Closing
Application Celebration
External speaker
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22. Discussie
 Uw ervaring met interactieve merkactivatie?
 Zou dit in uw bedrijf werken?
 Pro’s en con’s van deze bottom-up aanpak?
 Andere mogelijkheden / werkvormen?
 Vragen?
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23. Agenda
De Lage Landen in a nutshell
The brand journey
Research through storytelling
Brand engagement and activation
Learnings
23

24. Principles driving a purposeful brand journey
1. BALANCE INSIDE-OUT & 2. LEVERAGE THE POWER 3. ENGAGING
OUTSIDE-IN OF STORYTELLING STAKEHOLDERS
Nuggets from the Stories uncover Throughout the process
company DNA & values emerging patterns in commitment and
as well as from attitudes and ownership is ensured
customers are distilled motivations
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25. 1. BALANCE INSIDE-OUT & OUTSIDE-IN
 Bringing the inside out:
Reveal the unique DNA, and make it tangible and relevant.
 Bringing the outside in:
Create credibility & understanding by using the customer voice.
 Always sense-check inside & outside:
Discover global relevancy & local nuances.
 Instant internal unification – step by step implementation:
Transition map for markets with gap.
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26. 2. LEVERAGE THE POWER OF
STORYTELLING
 It’s easier to talk about products than services:
Stories bring services to live, but to get them extra effort is needed.
 B2B employees tend to be rational and content-driven:
Story telling taps into the right side of the brain.
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27. 3. ENGAGING STAKEHOLDERS
 Engage deep & wide from the beginning:
The purpose as the inspiring inner-drive, instead of an external
varnish. Create awareness & enthusiasm – “more than a logo”
 In B2B & services impact comes through behavior:
Always take a long term perspective on implementation.
 Be humble about what a brand is & does:
There is no real B2B CMO and brand-driven business is not evident.
The purpose needs to fuel and express the business strategy &
culture.
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28. What’s next – integrate & express
Communication: Visual design:
Brand manifesto, company stories, House style, photography, materials,
key messages, tone of voice, offices, digital experience
PR, sponsoring & CSR
connect
360°
DLL Brand
align
Behavior: Strategy:
People, culture, values Partnerships, products &
services, innovations
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29. Discussie
 Uw ervaringen en inzichten op dit gebied? Aanvullingen?
 Vragen?
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