A TOUR TO THE BR-ND INSIDER

BY BR-ND POSITIONERINGSGROEP

HAVEN’T YOU HEARD? IN 2010, BR-ND POSITIONERINGSGROEP, BR-ND NAMING & BR-ND DESIGN BECOME BR-ND

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!

Source: BR-ND INSIDER online

ONLINE RESEARCH INSTRUMENT

10 industries

Strong benchmark

30 companies

17.600 EMPLOYEES HAVE ALREADY EXPERIENCED THE BR-ND INSIDER

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

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

CONFIDENTIALITY secured by third party data collector

PERSONAL DRIVES What people find important in their lives.

9 WEEKS PROCESS & ACTIVITIES

Data collection & reporting

Source: BR-ND INSIDER planning

Finalize content & decide internal communication *

Programming

Live

Buffer

Announcement e-mail Final adjustments

Delivery database + check IT-restrictions Pre-test

Interpretation

Feedback meeting

3 days

2 days

2 days

2 weeks

1 week

2 weeks 2 weeks

1 week

Now

0.5 day

L Reminder

9 weeks

Invitation e-mail

(Opt.) Start inhouse promotion**

Client

BR-ND

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

WHAT DO WE ASK? & WHAT DO WE LEARN?

DE BR-ND INSIDER GRASPS ORGANIZATIONAL IDENTITY ON FOUR DIMENSIONS

IDENTITY OF THE

ORGANIZATION INDIVIDUAL

WE ASK & WE LEARN

THE INDIVIDUAL DIMENSION:

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

ONLINE WE ASK

89% 76% 74% 72% 71%

13% 16% 26% 35% 37%

> benchmark (81%)

< benchmark (51%)

What is most important now in their lives:

What is least important now in their lives:

.. who they SAY they are.

IN THE REPORT WE LEARN

-15%

13%

-13% -9%

8% 8%

What is important to them vs. average employee:

Least important to them vs. average employee:

.. about their UNIQUE character.

IN THE REPORT WE LEARN

IDENTITY OF THE

ORGANIZATION

WORK CONTEXT

WE ASK & WE LEARN

THE WORK DIMENSION:

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

XXX XXX

XXX XXX XXX XXX XXX XXX

XXX XXX

XXX

XXX XXX

XXX XXX

XXX

ONLINE WE ASK

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

XXX

XXX

XXX

XXX

ONLINE WE ASK

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

XXX XXX

XXX

XXX XXX

XXX XXX

XXX XXX

XXX

XXX XXX

XXX XXX

XXX XXX

XXX

IN THE REPORT WE LEARN

A PERSON CAN BE EITHER ENERGETIC OR TIRED

AND, EITHER TENSED OR CALM.

According to the psychologist Robert Thayer (1989),

MOOD IS A PRODUCT OF TWO DIMENSIONS: ENERGY AND TENSION.

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

If XXX were a piece of music..

how would it physically make you feel?

how would it sound for you?

ONLINE WE ASK

THE

MO

OD

REE

L

II STRONG EMOTION

I OPTIMISM

III DEPRESSION

IV CONTENTMENT

ENERGETIC

TENSED CALM

TIRED

Physical movement

Mental movement

YOU ARE HERE

.. 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.

IN THE REPORT WE LEARN

IDENTITY OF THE

ORGANIZATION

ORGANIZATION

WE ASK & WE LEARN

THE ORGANIZATION DIMENSION:

..the free associations about the ORGANIZATION.

NEGATIVE ASSOCIATIONS

POSITIVE ASSOCIATIONS

& IN THE REPORT WE LEARN

POSITIVE

ONLINE WE ASK

..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.

XXX XXX

ONLINE WE ASK

PROCESSORIENTATION

PRODUCTORIENTATION

EMPLOYEEORIENTATION

FUTUREORIENTATION

MARKETORIENTATION

= Current strengths

= 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.

IN THE REPORT WE LEARN

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

XXX XXX

XXX

ONLINE WE ASK

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

XXX XXX

XXX

ONLINE WE ASK

NSBH*

*Not Supposed to Be Here

Bitter Loyals

Surfers Hardcore Lovers

High identification Low identification

Negative/Neutral towards strategy

Positive towards strategy

..GENERAL degree of IDENTIFICATION of employees with the organization & corporate strategy,

..and IDENTIFICATION ROLES:

IN THE REPORT WE LEARN

IDENTITY OF THE

ORGANIZATION

BRAND

WE ASK & WE LEARN

THE BRAND DIMENSION:

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

.. to select the 23plusone cards which they feel fit best with the BRAND to learn about brand appeal.

& IN THE REPORT WE LEARN ONLINE WE ASK

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

XXX

XXX

ONLINE WE ASK

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

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?

Emotions, colors, metaphors, situations, characters… feel free!

You can write on this T-shirt.

XXX

ONLINE WE ASK

..INSPIRATION for the future brand.

QUALITY

RELIABLE

EXPENSIVE

II 20% III

19% PROFESSIONAL

CLEAR RELIABLE

EXPENSIVE

I 28%

IN THE REPORT WE LEARN

..general (and customized) OPEN QUESTIONS.

xxx

ONLINE WE ASK

.. 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.

IN THE REPORT WE LEARN

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