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8/22/2019 GSSi Internal Branding
1/23
Information Security Level 2 Sensitive
2012 Proprietary and Confidential Information of Amdocs
GSSi: Internal Branding
Soham Mukhopadhyay
8/22/2019 GSSi Internal Branding
2/23
Information Security Level 2 Sensitive
2012 Proprietary and Confidential Information of Amdocs
Overview
ObjectiveBrand Owner
Project Methodology
Amdocs Findings
Brand Message Discovery
Industry Speak
Recommendations
Snapshot of Action Items
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2012 Proprietary and Confidential Information of Amdocs
Objective
Brand GSSi so that GSSi members develop a greater sense of pride in working within GSSi
Amdocs employees with the right skillset/talent and attitude are eager to
be a part of GSSi
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Brand Owner
The accountability of the brands performance lies withVPs and Directors
Managers (Group Leaders and Project Managers)
SMEs
So, EVERYONE in GSSi is the Brand Owner
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Methodology
Focus Group Discussions (3FGDs x 5) One-on-One Interviews (18)
with randomly selected representatives from
5
PSG
Infra
ADMDox
Non-Dox
HR
COM
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amdocs said
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Findings [1/2]
Sense of pride for working in GSSi is high among GSSi members
GSSi members recognize the following things as effective and
desirable:
Cross trainings Cultural eventsSpot awards,recognition
ExposureBeing a part of theprimary revenuegenerating teams
Messagesregarding
Amdocs/GSSigrowth
On-siteopportunities
IMPORTANTFOCUSPOIN
TS
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Findings [2/2]
Non-Dox: Little or no knowledge about Dox and Amdocs proprietarysoftware
Information exchange should be thorough
Non-Dox is their primary brand, lack of GSSi visibility
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GSSis Value Proposition
ExposureEnd to End
Business Knowledge
Product Knowledge
Real-time
Diverse Work
LEAN
Multi-cultural Clientele
Opportunity to take on Challenges
First-rate Employee Care Measures
Revenue King
Cross Training for Steep Growth Curve
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BRAND
MESS
AGE
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Branding Professionals Said
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MartinTurner Pictures of well-
known (andloved) staffdoing thingsthat support thebrand
Well judgedhumor itovercomes thecynicism, andtheorganizationalin-jokes createcohesion
Jod
yOrdioni Implement the
brandpositioning inevery touch-point in theemployee
lifecycleincluding
Training,
Recruitmentmarketing,
Digital media
and Social media
DyanSutton Humor,
Events and
Participation inthe Advertisingprograms withEmployees
Director at Brand Motor Limited,
UK
Founder and President at
BRANDEMiXCreative Thinker/Owner at
Creative/Ideas Matter
The professionals were contacted through LinkedIn
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Ka
rrenIlles
Trade show booth"in the cafeteria for aday
Offer "gifts" (penswith logos, etc.) toentice visitors tolisten and learn
Advertise" the
event on theAmdocs portal andwith signs and tentcards throughoutthe office building
Hang large bannersin more visibleareas that remainhanging for a fewweeks
Ma
rinaBeer
Leadershipsponsors"bosses"are the first to workfor the unit
Events andmeetings forsharing thoughtsand collecting
feedback abouttheir relevance
Create referencematerials and areference group forsolving doubts anddiscussing ideas
Everybody mustfeel that they havecontributed3DMODEL
E
dRoach
Involve the"influential"employee When itcomes time to rollout the brand wehave a participatingadvocate to help.They are typically
the ones whoalready haveinfluence over theirpeers
Marketing Manager at
Stryker Orthopedics, USConsultant/Designer at The Branding
Experts, Canada
PR & Brand Consultant, Vivo
Telecommunications, Brazil
The professionals were contacted through LinkedIn
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Recommendations
(I say )
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Target Audience
Primary TG: B2s and B3s outside GSSi (
inside Amdocs)
Secondary TG: B4s and B5s
Tertiary TG: B2s in GSSi
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A Bottom-Up Approach
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Branding Each GSSi Member
Branding Managers
Branding Directors
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Branding the GSSi Members
GSSi Brand Mascot Intra-GSSi Competition OR
An elephant in racing attire holding a bell
A GSSi Special Handshake
Intra-GSSi Competition OR
GSSi members can exchange a greeting (such as) G-power when they
shake hands
GSSi Merchandise
Mouse-pads
Caps Pens
T-shirts
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Branding the Managers & Directors
Market as Thought Leaders Panel discussions can be staged in the bay area
Quarterly debate/seminar in cafeteria
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A Directors Webinar every week/fortnightParticipation of Managers discussion of business
problems & mitigation new initiatives and ideas
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Recommendations
Building a long-term relationship Stay in contact with talented & indispensable employees
Internalize the Branding process
Involve each member - 3D model for reception/cafeteria
GSSi Wall sponsorship in Cafeteria
Build a Brand GSSi* story
How GSSi has evolved and grown
Positioning Message
Embracing End-to-End Challenges, Real-time! & GSSi support
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Internal Brand Communication
Mix of Personalized (p) and Generalized (g) Communication of brand message p
Directly elaborating the GSSi value proposition to the members
Communication of value of brand g
Putting a money value to the brand and sharing in the GSSi newsletters
Re-enforcing on-brand behavior g + p
Deliver exceptional brand experiences
Give employees tangible proof that the brand promise is being fulfilled
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The BIG Picture & Leveraging it
A physical 3D model that shows how GSSi is core to Amdocs model
Gives every GSSi member a sense of where he/she fits in
Integrated with the long term shared goals of GSSi to engage the employee as the
goals get realized via a GSSi Wall in the cafeteria
Celebrations when the goals are fulfilled
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Action Items Action Expected Outcome
Internal Communication
GSSi Directors to attend non-GSSi town halls andexplain GSSi's value proposition Communication of Brand Message Exposure Increase in number of Touchpoints End to End Business Knowledge Product Knowledge Real-time Diverse Work LEAN Multi-cultural Clientele Opportunity to take on Challenges First-rate Employee Care Measures Revenue King Cross Training for Steep Growth CurveWebinars by B5s and B6s (participation of B3s & B4s) Transfer of Business Knowledge and KMInformation Sharing through GSSi Newsletter/Mailer Building of Brand Trust, Changing
Perceptions Share Budget, No. of on-sites for different groups, etc.
ACTION ITEMS TO FOLLOW
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Action Items Action Expected Outcome
Branding
GSSi Brand Merchandise Increase Visibility of the Brand Caps, Pens, T-shirts, Mouse-pads
GSSi Physical 3D Goal Model/ Cafeteria Wall Sponsorship Build Brand Relevance Example: A Spider Web Model
GSSi Brand Story Build Brand Resonance Use of Social Media/Networking/Portals Increase Visibility of the Brand
ACTION ITEMS TO FOLLOW
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Thank You
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