1.
The Power of the
Inner Crowd
Building Asian brands
from the inside-out
Sarah Reiter
Chief Operating Officer APAC

2.
How might we
envision,
build and activate
brands for
millions of Asians
on the rise?
2

3.
3
Relevancy

4.
4
Relevancy is key.
And can be
revealed by the
the power of the
inner crowd

5.
The Nature
of Exceptional
Brands
5

6.
The Nature
of Exceptional
Brands
6
They are revealed.
Born from insight,
ideas and
opportunity.

7.
The Nature
of Exceptional
Brands
7
Hit the mark.
Visionary.
Inspire.
Motivate.
Mobilise.
Leverage.
Last.

8.
The Nature
of Exceptional
Brands
8
The disparate
nature of Asian
markets and the
volatile demography
of the region raises
important questions
as to how great
brands are built.

9.
9
Challenging the Status Quo:
Shortfalls of
Branding Today

10.
10
Challenging the Status Quo:
Shortfalls of
Branding Today
Branding
traditionally
creates static
personas that
bear little
resemblance with
reality.

11.
11
Challenging the Status Quo:
Shortfalls of
Branding Today
It assumes a top-
down approach
in which no truth
is being told.

12.
12
Challenging the Status Quo:
Shortfalls of
Branding Today
Top-down
branding
exercises also
fall short of
achieving
proactive internal
support.

13.
13
Challenging the Status Quo:
Shortfalls of
Branding Today
As a result, most
brands do not
grow organically,
detached from
the organisation,
with little
momentum.

14.
14
Challenges in Asia

15.
15
In the Asian
context, staff
members are
often not valued.
Challenges in Asia

16.
16
Challenges in Asia
Companies are
experiencing
a fierce war
for talent.

17.
17
Challenges in Asia
Conglomerate
growth is largely
achieved by
acquisition of
diversified revenues,
with brand seldom
used to accelerate
operational
alignment.

18.
18
Challenges in Asia
Market diversity
within the SEA
corridor makes it
essential for
companies to unify
staff around a
common purpose
and culture.

19.
19
Challenges in Asia
Changes to the
brand by an
external
consultancy are
often viewed
skeptically
or feared.

20.
20
How do we
address these
challenges?

21.
21
How do we
address these
challenges?
We build internal consensus around
a big idea to get buy-in throughout
the organization.

22.
22
How do we
address these
challenges?
We build internal consensus around
a big idea to get buy-in throughout
the organization.
We value the expertise of the
front-line staff that represents the
brand on a daily basis.

23.
23
How do we
address these
challenges?
We value the expertise of the
front-line staff that represents the
brand on a daily basis.
We respect corporate practices
and employee input and internally
validate our ideas.
We build internal consensus around
a big idea to get buy-in throughout
the organization.

24.
24
A New
Approach to
Brand
Creation

25.
25
A New
Approach to
Brand
Creation
Great brands create experiences
around products and services that
foster customer engagement and
create lasting positive impressions
through emotional and personal
connections with people.

26.
26
Future brand creation needs to
assume a holistic perspective on
building brands based on internal
strengths, core truths, customer
centricity and experience design.
A New
Approach to
Brand
Creation

27.
27
Branding needs to become
strongly integrated in business
strategy, product and internal
operations.
A New
Approach to
Brand
Creation

28.
28
The Power
of the
Inner Crowd

29.
29
Employees are a
rich source of
insights and ideas.
We create brands
with them.
The Power
of the
Inner Crowd

30.
30
The involvement of
internal stakeholders
often leads to the
discovery of
hidden strengths.
The Power
of the
Inner Crowd

31.
31
Building brands on the
basis of culture and
core internal truths is
more credible and
effective.
The Power
of the
Inner Crowd

32.
32
It allows the brand to
be created organically,
reflect the corporate
spirit and grow with
business.
The Power
of the
Inner Crowd

33.
33
Crowd sourcing
internally and co-
creation with
employees itself is a
signal of change.
The Power
of the
Inner Crowd

34.
34
As a result, we
simultaneously create
better, more authentic
brands while overcoming
alignment challenges.
The Power
of the
Inner Crowd

35.
35
Advantages
in Detail

36.
36
Advantages
in Detail
We achieve a sound congruence
between brand promise and
corporate reality.

37.
37
Advantages
in Detail
We create a strong brand
relevancy based on a diversity of
ideas and perspectives.

38.
38
Advantages
in Detail
We empower employees
and increase staff motivation,
morale and commitment.

39.
39
Advantages
in Detail
We discover compelling brand
stories that are ideal for external
activation and internal alignment.

40.
40
Advantages
in Detail
We engage employees to make
them identify with our brand, so we
become a desirable employer.

41.
41
Advantages
in Detail
We manage cultural variation by
building brands around a shared
purpose and corporate culture.

42.
42
Advantages
in Detail
We develop sustainable brands
that speak of the people and
company they proudly represent.

43.
Inner crowd
application
43

44.
Winning
the war for
talent
SINGAPORE POLICE FORCE
Becoming an employer
brand of choice

45.
Brand
Creation
PETRONAS
elevating the brand growth
and value of a fortune
#68 company through a
renovated ‘classic’ brand
creation methodology

46.
13
Cultural
Catalyst
UOB
Functional design, measurement,
process and governance
2014

47.
Rapid
response to
market forces
SINGTEL
Speed branding

48.
Foresight
FUTURE SOURCE OF
GROWTH AND VALUE
FOR THE BRAND

49.
Customer
centricity
ABS-CBN
Putting the customer at
the heart of the business
and brand experience

50.
The Power of the Inner Crowd | 28 May 2013 | © FutureBrand 2013 50

51.
The Power of the Inner Crowd | 28 May 2013 | © FutureBrand 2013 51
Thank you!