1. Building the Right Brand
Marketing Exchange

2. Brand Expansion Objectives
Send a clear and consistent message worldwide of Right’s brand.
Share a common branding process across all Right locations.
Position Right for incremental revenue growth.
Accelerate brand expansion.

3. Brand Momentum Process
Align Internal Forces
Inform our Clients
Internal Branding
Client Branding
Brand
Momentum
External Branding
Educate the Markets - Worldwide

4. Brand Positioning Importance Impact on Right Defines - Who We Are.
Describes - What We Do.
Identifies - How We Do It.
Highlights - How We Are Relevant Within the Marketplace.
Drives Consistent Internal and External Messaging – Same “Written” Page
Influences our Collateral Materials, web site, informs clients, us
Shares our delivery approach
Enables clients to better remember us. Aids brand recognition.

5. Who is Right Management Consultants?
Right Management Consultants is the world’s leading Career Transition and Organizational Consulting firm.
Over 300 service locations
3,000 employees in 35 countries
Serving thousands of clients worldwide
Stress that as a combined CT / OC firm, we are the leader. No other company is as comprehensively committed to both of these lines of business.

6. What Does Right Do?
From our offices around the world, we offer a complete range of:
Career Transition Solutions, and
Consulting Solutions for
Organizational Performance
Leadership Development
Talent Management
More on these later in the presentation also
Focus on the three practice areas for CS in that order.

7. How We Differentiate?
Senior human resources and business executives have chosen to work with Right for over 20 years because of our:
Thought leadership
Innovative technology
Knowledge of local business customs, and
Reputation for high-quality, personalized services
“Thought Leadership” captures our role in both lines of business beyond the more common term “expertise”
Remember Jack’s words in the video about our technology leadership position

8. Why Clients Choose Right?
Expertise
Clients seek deep expertise. Right is replete in its worldwide Career Transition and Organization Consulting capabilities.
Responsiveness
Clients continue to find Right as very responsive to their complex business needs.
Customization
Clients have unique needs. They seek professional service providers that are innovative in helping to design solutions that match these needs.
These elements of “Why Right” derive from research both inside and outside the company.
In the Capabilities Overview Brochure, note that these pieces are written from the client’s point of view
Pause here
Hand out the Capabilities Overview Brochure after this slide
Global Access
Our clients do business “cross borders” and across countries. They need a firm like Right because our global reach and local knowledge can help anywhere in the world.

9. Brand Control Process Marketing Plan Integration
Communication Platform
Brand
Control
Embed into Ongoing Marketing
Strategy
Embed into Internal and External Communication

10. Roles and Responsibilities
Our focus is to ensure that we manage our global branding initiative with a common agenda and a common leadership platform with maximum impact for our people, our clients, our partners, and our shareholders.
Corporate Marketing
Define and own Right Management Consultants Global Brand
Provide a Communication Worldwide Platform to Expand the Right Brand.
Provide Brand Leadership for the Worldwide Functional Branding Network
Align Right’s Branding Strategy to Branding Execution
Create Corporate-wide Marketing Materials for Global Deployment
Group Brand Leaders
Provide Branding Thought Leadership for the RBC Network
Provide a Communication Platform for RBCs to Expand the Right Brand
Conduit for Upward Feedback from the Field regarding Brand Expansion Progress.
Drive Compliance of Worldwide Branding Network Initiatives.
Regional Branding Coordinators
Champion of the Right Brand at the Regional and Local Level.
Provide a Communication Platform for Staff Level Employees to Expand the Right Brand.
Responsible for the Adherence to Corporate Branding Standards and Guidelines.

11. Branding and the Individual
Everything we do and say strengthens our brand.
Brand = Reputation
Our reputation is shaped by our collective actions.
Performance
What we do
Messages
What we say
Please share with your audience that words or actions can also diminish our brand. That’s why we need to speak and act as one voice, a one-firm firm.
We can be confident in our position as the world’s leading CT / OC firm.
We are working to strengthen our position in our clients’ and prospects’ minds
The more share of mind we can create, the more share of wallet we can win
How we are unique in the world of career transition and organizational consulting.

12. Lessons Learned
Clearly define leadership’s role in expanding the brand.
Be clear about the role of corporate and the role of the field in building your brand – this can’t be viewed just as a corporate initiative.
Realize that branding is more than logos and taglines.
Blend your lines of business in a meaningful way for your customers…not just for you.
Get internal Right before going external – solidify your brand prior to expanding your brand.
Never stop articulating the value of building your company’s brand.
Again, give people time to absorb and focus on these four

13. Objectives
“Forgetting our objectives is the most frequent stupidity in which we indulge ourselves.”
Frederich Nietzsche

14. Create the New Right Buyer in the Chair
I am a Senior HR Executive and this month, I:
 Saw a Right ad in a national publication
 Received a direct mail piece with the same message as the ad
 Listened to a Right speaker at a regional event
 Attended a Right-sponsored breakfast briefing
 Read a bi-line article on Leadership, authored by a Right executive, that appeared in a major trade publication
 Heard the Right CEO speak on a news program
 Saw Right quoted in a leading newspaper
 Received a call from a Right salesperson
 Agreed to have Right come in and discuss their credentials

15. Own the HR Director Relationship
Right understands the issues I face
Right can help me manage the human side of change
Right offers insights and solutions that can help my business

16. Strategies
“What we anticipate seldom occurs; what we least expected generally happens.”
Benjamin Disraeli

17. 1. Advertising Next steps:
Starting ads in November (HR Magazine, Human Resource Executive, T&D Magazine)
Selecting non-U.S. countries (Denmark, France, UK, Belgium, Australia)
Revise and translate for global use
Develop media plan for non-U.S.
Develop office rollout plan

18. 2. Direct Mail Regular series: Offers included
Advertising-based
Case study-based
Offers included
Central fulfillment and provision of leads

19. 3. PR: Right Career Confidence Index
What is it?
Quarterly phone survey of full-time employees
4 questions
Media relations
Next steps:
Q2 in November in U.S.
Q1 in non-U.S. countries (Denmark, France, UK, Belgium, Australia, Canada)

20. 3. Public Relations Bi-line articles in trade and industry press
Media relations with top business publications
Radio and television
Research-driven media attention:
Leadership traits
Line executives’ perceptions of HR function

21. 4. Thought Leadership Global Severance Study
M&A Study on people implications of successful and unsuccessful mergers
Talent Management Handbook:
Leadership Coaching
Growing a lean, global company
Career Transition
360 Assessments

22. 5. Trade Shows SHRM ASTD Conference Board
European Leadership Conference

23. 6. Local Model Right Perspective Series Right Leadership Series
Alumni event
Advertising (limited but consistent)
Involvement in organizations
Speaking engagements
Local PR
Direct Mail
Communications (newsletters)

24. “I never think of the future. It comes soon enough. Albert Einstein

25. The Future HR Executive Research Panel HR Executive Advisory Board
HR Executive Excellence Program
With publication or trade organization
Web conferences on topical issues
Major relationship event with top HR executives
Global name change