1. Ideology

2. IdeologyIdeology ס Mission, Vision & Values ס Belief systems ס Create the rules of engagement ס Mission, Vision & Values ס Belief systems ס Create the rules of engagement

3. The Lotus Ideology ס Connected Communities that Shrink the World; Access to Ideas that Expand it. Customer Focus Diversity – respect for others Risk Taking Communication Integrity Collaboration/Team Work Honesty Communication Creativity Partnership Fun!

4. Expression

5. ExpressionExpression ס Proposition Assessment - differentiation ס Expression Audit – touch point audit visual and verbal expressions of the brand ס Anthropological Study – behaviours and actions are observed in real life situations ­ consultants interacting, especially in a service focused organization ס Proposition Assessment - differentiation ס Expression Audit – touch point audit visual and verbal expressions of the brand ס Anthropological Study – behaviours and actions are observed in real life situations ­ consultants interacting, especially in a service focused organization

6. Brand Assessments contextual externalinternal

7. ExampleExample ס Core promise – simplifying home and life California Closets ס Active listening not hard sell, easy to buy, visual aids, simplify ס On time, ask, don’t provide more details ס Convenience, control, connection ס Core promise – simplifying home and life California Closets ס Active listening not hard sell, easy to buy, visual aids, simplify ס On time, ask, don’t provide more details ס Convenience, control, connection

8. The Lotus Expression ס Communications ס Partnerships with customers ס Communications ס Partnerships with customers

9. Behaviors

10. BehaviorsBehaviors ס Credo ס Rules of Engagement ס Behavioral Definitions – certain words ­ Ritz ס Tone of Voice Guidelines ס Messaging ס Credo ס Rules of Engagement ס Behavioral Definitions – certain words ­ Ritz ס Tone of Voice Guidelines ס Messaging

11. The Lotus Behaviors ס Respond within 24 hours ס Email communications skills ס Respond within 24 hours ס Email communications skills

12. CredoCredo ס Tactical, operationalized belief points come alive ס Disney ­ you are a cast member ס California Closets ­ value time ­ appointments - never late ס Tactical, operationalized belief points come alive ס Disney ­ you are a cast member ס California Closets ­ value time ­ appointments - never late

13. Engagement

14. Take It Up A Notch ס L&D Partnering ס Training/Coaching ס Pilots ס Programming ס Launch Plans ס Communications Plans ס Steps 1-4 ס L&D Partnering ס Training/Coaching ס Pilots ס Programming ס Launch Plans ס Communications Plans ס Steps 1-4

15. Turn Employees into Brand Ambassadors Employees execute the mission and live and breathe the values of the company 2. Education 1. Awareness 3. Buy-in 6. Recognition 5. Results 4. Action

16. Employee Lifecycle Commitment Separation Introduction

17. IntroductionIntroduction ס Awareness through job acceptance

18. CommitmentCommitment ס Understands the vision and mission ס Lives the values ס Delivers on brand attributes ס Motivates others to do the same ס Builds the brand outside of work ס Understands the vision and mission ס Lives the values ס Delivers on brand attributes ס Motivates others to do the same ס Builds the brand outside of work

19. Employee Tenure

20. SeparationSeparation ס Want them to leave as ambassadors

21. ExerciseExercise ס Create the employee life-cycle for your company

22. What’s In it For Me? ס WIIFM

23. 1. Awareness סBuild a team effort between marketing and HR סRevise all off-brand materials סInternal web sites סBuild a team effort between marketing and HR סRevise all off-brand materials סInternal web sites

24. Stories Make Your Brand Memorable ס Emotional ס Memorable ס Engage whole brain ס Emotional ס Memorable ס Engage whole brain

25. Telling the Story Numbers Facts Stories Formulas Ideas Pictures Details Feelings Words

26. ExerciseExercise ס Tell Your Story

27. AwarenessAwareness ס Web site for potential employees ס Interview process ס New hire orientation ­ Brand speaker ­ “Being Yellow” video ­ Brand game ס Welcome letter at home ס Brand Day Appearance ס Web site for potential employees ס Interview process ס New hire orientation ­ Brand speaker ­ “Being Yellow” video ­ Brand game ס Welcome letter at home ס Brand Day Appearance

28. AwarenessAwareness ס Current ads ס New launch internal promotion ס Meeting rooms and areas ס World maps ס Diversity training, diversity day, diversity bonus ס Current ads ס New launch internal promotion ס Meeting rooms and areas ס World maps ס Diversity training, diversity day, diversity bonus

29. ExerciseExercise ס Live in the Inquiry

30. 2. Education סUse all existing communications tools סFrom new hire orientation סWork with Training and Development Director סWork with senior execs to teach leaders סBuild new tools if required סUse all existing communications tools סFrom new hire orientation סWork with Training and Development Director סWork with senior execs to teach leaders סBuild new tools if required

31. Four Steps to Learning Unconscious Incompetence Conscious Competence Conscious Incompetence Unconscious Competence

32. Every Educational Activity ס Existing ­ Sales kick-off ­ Training and Development offerings ­ Off-sites ס New offerings ס Existing ­ Sales kick-off ­ Training and Development offerings ­ Off-sites ס New offerings

33. Who Gets It Middle Managers

34. Building a Strong Brand Clarity Consistency Constancy

35. Madonna - The Chameleon Brand

36. RERE ס Reinforce ס Repeat ס Refine ס Realize ס Reinforce ס Repeat ס Refine ס Realize

37. 3. Buy-in סIdentify Brand Stewards סGet them talking סIdentify Brand Stewards סGet them talking

38. Keys to Buy-in ס Advance Knowledge ס Programs that promote the brand ס Opportunity to contribute ס Advance Knowledge ס Programs that promote the brand ס Opportunity to contribute

40. Buy In ס I AM

41. 4. Action סInvolve them סHave employees contribute creative ideas סSales people סInvolve them סHave employees contribute creative ideas סSales people

42. Sales People a Two-Way Street ס They have a lot of answers to your questions

43. ActionAction ס Creating emotional connections required emotionally intelligent employees

44. Five EQ Competencies ס Intentionality ס Communications ­ Listen ­ Talk ­ Recognize ­ Reward ס Constructive Discontent ס Creativity ס Resilience ס Intentionality ס Communications ­ Listen ­ Talk ­ Recognize ­ Reward ס Constructive Discontent ס Creativity ס Resilience

45. Richard Branson - The Intrepid Brand There are no limits to what I can do. Innovative Bold Maverick Risk Taker Successful Competitive Boundless

46. Lotus Engagement ס Mid manager leader programs ס New employee orientation ס Intranet ס Mid manager leader programs ס New employee orientation ס Intranet

47. Connecting Employees and Customers ס The road show

48. ActionAction ס Pro-activity ס Apply for a grant inside the company –time and resources ס Pro-activity ס Apply for a grant inside the company –time and resources

49. Measurement

50. MetricsMetrics ס 4 areas ­ 1. employee sat retent prod ­ 2. customer sat and loyalty ­ 3. market awareness perception, share ­ 4. ROI ס California Closets broke down the process of design and implementation… ­ found the most important parts ­ first phonecall ­ critical point follow up after the designer visit ­ ask customer how he wanted to be contacted ס 4 areas ­ 1. employee sat retent prod ­ 2. customer sat and loyalty ­ 3. market awareness perception, share ­ 4. ROI ס California Closets broke down the process of design and implementation… ­ found the most important parts ­ first phonecall ­ critical point follow up after the designer visit ­ ask customer how he wanted to be contacted

51. Lotus Measurement ס Brand awareness ס Positive and negaive attributes ס Employee satisfaction ס Customer satisfaction ס Overall profitability ס Brand awareness ס Positive and negaive attributes ס Employee satisfaction ס Customer satisfaction ס Overall profitability