A tour to the BR-ND INSIDER

A TOUR TO THE BR-ND INSIDER HAVEN’T YOU HEARD? IN 2010, BR-ND POSITIONERINGSGROEP, BR-ND NAMING & BR-ND DESIGN BECOME BR-ND

BY BR-ND POSITIONERINGSGROEP

BR-ND INSIDER WHO ARE WE? Research into identity

Online research tool which reveals the current identity of the organization & future ambitions as perceived by employees.

It grasps the cognitive and emotional dynamics at individual, work, organizational & brand level.

Come and have a look inside the look and mechanism of the BR-ND INSIDER!

ONLINE RESEARCH INSTRUMENT

Source: BR-ND INSIDER online

17.600 EMPLOYEES HAVE ALREADY EXPERIENCED THE BR-ND INSIDER

30 companies 10 industries

Strong benchmark

DE BR-ND INSIDER IS 100% BR-ND CONTENT

ACADEMIC BACKBONE Super (1970), Tellegen & Watson (1985), Thayer (1989), Isaac (2004), Dolan (2004), Reid (1999), van Riel & Elving and _____ ‘Personal drives’ research ©BR-ND

Positioneringsgroep

CONFIDENTIALITY secured by third party data collector

PERSONAL DRIVES

What people find important in their lives.

9 WEEKS PROCESS & ACTIVITIES

Now

9 weeks

L

Reminder Invitation e-mail

Live

Finalize content & decide internal communication *

2 weeks Buffer

2 weeks

Feedback meeting

Data collection & reporting

0.5 day 2 weeks

2 days

Interpretation

Announcement e-mail

1 week

Final adjustments 2 days Delivery database + check IT-restrictions Pre-test 3 days (Opt.) Start inhouse promotion**

BR-ND

Programming 1 week *Internal communication consists of announcement, invitation & reminder e-mails/letters, and (optional) of ** inhouse promotion (i.e. guerilla actions etc.).

Client

Source: BR-ND INSIDER planning

WHAT DO WE ASK? & WHAT DO WE LEARN?

DE BR-ND INSIDER GRASPS ORGANIZATIONAL IDENTITY ON FOUR DIMENSIONS

THE INDIVIDUAL DIMENSION:

INDIVIDUAL

WE ASK & WE LEARN

IDENTITY OF THE ORGANIZATION

ONLINE WE ASK

..each employee to rate how important EACH personal drive is to him/her at this moment in time.

IN THE REPORT WE LEARN What is most important now in their lives:

89%

76%

74%

72%

71% > benchmark (81%)

What is least important now in their lives:

13%

16%

26%

35%

37% < benchmark (51%)

.. who they SAY they are.

IN THE REPORT WE LEARN What is important to them vs. average employee:

13%

8%

8%

Least important to them vs. average employee:

-15%

-13%

.. about their UNIQUE character.

-9%

THE WORK DIMENSION:

WORK CONTEXT

IDENTITY OF THE ORGANIZATION

WE ASK & WE LEARN

ONLINE WE ASK

XXX

XXX XXX XXX XXX XXX XXX XXX XXX

XXX XXX XXX XXX XXX XXX XXX

..each employee to rate 15 statements that COVER all the dimensions of the work context in an organization.

ONLINE WE ASK

XXX

XXX

XXX

XXX

..each employee to show us how they would like the previous statements to CHANGE in the future.

IN THE REPORT WE LEARN

XXX XXX XXX XXX XXX XXX XXX XXX

XXX XXX XXX XXX XXX XXX XXX XXX XXX

..a PRAGMATIC view on the current work context & desired changes.

According to the psychologist Robert Thayer (1989),

MOOD IS A PRODUCT OF TWO DIMENSIONS:

ENERGY AND TENSION. A PERSON CAN BE EITHER ENERGETIC OR TIRED

AND, EITHER TENSED OR CALM.

ONLINE WE ASK

If XXX were a piece of music.. how would it sound for you?

how would it physically make you feel?

.. each employee to indicate the level of energy and tension in the RHYTHM of the organization.

ENERGETIC

II

I

OPTIMISM CALM

STRONG EMOTION

Mental movement

TENSED

YOU ARE HERE

III

IV

CONTENTMENT

DEPRESSION

Physical movement TIRED

.. the current MOOD in the organization as perceived.

Is there motivation for action? Or relaxation? What does it mean for the creative potential?

Remember, the mood is a SYMPTOM.

THE MOOD REEL

IN THE REPORT WE LEARN

THE ORGANIZATION DIMENSION:

IDENTITY OF THE ORGANIZATION

WE ASK & WE LEARN

ORGANIZATION

ONLINE WE ASK & IN THE REPORT WE LEARN POSITIVE ASSOCIATIONS

POSITIVE

NEGATIVE ASSOCIATIONS

..the free associations about the ORGANIZATION.

ONLINE WE ASK XXX XXX

..each employee to CHOOSE, from a set of 10 attributes, two strengths, two weaknesses and two aspects that will have made the organization successful in the future.

IN THE REPORT WE LEARN

FUTURE ORIENTATION

PROCESS ORIENTATION

PRODUCT ORIENTATION

MARKET ORIENTATION = Current strengths

EMPLOYEE ORIENTATION

= Current weaknesses = Future strengths

..an insight into what employees think to be the current orientation of the organization, and the COMPETENCES on which it should focus in the future.

ONLINE WE ASK

XXX XXX XXX

..each employee how strong they IDENTIFY with the organization.

ONLINE WE ASK

XXX XXX

XXX

..each employee how well they know and identify with the corporate STRATEGY.

IN THE REPORT WE LEARN ..GENERAL degree of IDENTIFICATION of employees with the organization & corporate strategy, ..and IDENTIFICATION ROLES:

Positive towards strategy

Hardcore Lovers Surfers

High identification

Low identification

Bitter Loyals NSBH*

*Not Supposed to Be Here Negative/Neutral towards strategy

THE BRAND DIMENSION:

IDENTITY OF THE ORGANIZATION

BRAND WE ASK & WE LEARN

ONLINE WE ASK & IN THE REPORT WE LEARN .. to select the 23plusone cards which they feel fit best with the BRAND to learn about brand appeal.

On this page you can see 24 cards. We would like to know which cards fit best XXX. Select max. 5 cards.

ONLINE WE ASK XXX

XXX

.. for BRANDS which are inspiring for the organization (aided and unaided).

ONLINE WE ASK

Imagine from now on you will wear your self-designed XXX T-shirt. Clients will see it, colleagues and friends will see it. Be sincere and you will wear it with pride.

What makes XXX unique?

You can write on this T-shirt.

Emotions, colors, metaphors, situations, charactersâ&#x20AC;Ś feel free!

XXX

..each employee to write on a branded T-shirt what makes the organization UNIQUE.

IN THE REPORT WE LEARN

II 20%

I 28% III 19%

PROFESSIONAL QUALITY RELIABLE EXPENSIVE

CLEAR RELIABLE EXPENSIVE

..INSPIRATION for the future brand.

ONLINE WE ASK xxx

..general (and customized) OPEN QUESTIONS.

IN THE REPORT WE LEARN

.. the who are the drivers and laggards behind the general results? .. significant deviations.

Does the top management identify with the strategy and support it whole-heartedly?

Do different locations show significant differences in MOOD? Do different departments envision the same future for the organization?

Is the work context significantly different across locations? etc. etc.

THE BR-ND INSIDER IS NOT ONLY A RESEARCH TOOL BUT ALSO AN INTERVENTION TOOL (ENGAGEMENT)

Some of our BR-ND INSIDER clients

Note: Not all the visuals in this document are owned by BR-ND Positioneringsgroep