Know-How Exchange : Branding

A few ideas:

Whenever I am charged with leading a big change in an organization that may be resistant to it, I remind myself to take it one step at a time. Unless you are the CEO, you can't go in and decree change without inadvertently setting up resistance.

I like using a quadrant with one axis being degree of difficulty to implement the change and the other axis being degree of positive impact the change will have. Those changes with the largest impact but the lowest degree of difficulty are "low hanging fruit." If implemented quickly and successfully, they can get the rest of the team on board with some of the changes that are more difficult.

This quadrant approach can also help since you need to develop a 3-year plan. It shows you what to do first, but it also shows you which activities are important but can wait until the later stages. So many times, I see change leaders try to implement everything at once.

I think you also have to be careful with your approach. You know a lot about your subject and it sounds like you want to work with people who have their own areas of expertise. Make sure that you enlist their help and ideas instead of telling them they are "doing it all wrong." You will need to craft your spoken words carefully.

It might be a good time to read books on things like working with emotional intelligence or leading change. This way, you'll have a better idea of how to handle the inevitable resistance that flares up no matter how careful you are.

All the best!

Melissa

I like Melissa and Mike's approach and I am sure it would be of great help to start off with.

In my present company I and my boss were given to introduce a completely new Marketing Function (no traditional marketing existed previously). So, our job was easier than yours as we introduced the Digital Marketing. However, the journey was definitely challenging in the past 1 yr. and I have learnt a lot and I can share some of my learning.

-Make 3 one yearly plans. (Broad objectives per year all adding up to a 3yr strategy)
-Start with 2 departments.
-Start with basics.
-Let them get addicted to 1 digital marketing aspect which is going to be most beneficial for them.
-Show benefits and direct revenue impact to CXO and keep the management buy-in alive.

Take the fun approach while working with traditional marketers by explaining how digital marketing can be fun and how it can make them superstars and get better results too!

By the end of 1 yr you would have proved direct revenue enhancement, impact and ease of use of Digital Media in atleast 2 depts. and I am sure the remaining departments would work much faster for you.

Do keep in touch and tell us after one year how it went for you?

Best,
Sachin

I have been in this kind of situation and I agree with Mike that it can be wise to use external expertise. We used the services of FreshForward (https://www.freshforward.nl/ ), a well known Dutch ( so this can hardly be considered as a plug) specialized in brand and concept development.

They change a bunch of people with no direction in a team with a common goal, a shared sense of urgency for change and , very important, a healthy sence of looking after each other. There must be some sort of agency available in your area.

I'll give you an outside resource that can help you in defining the broad issues facing your company. While doing so, you may need to conduct some very honest internal discussions and see what is the motivation for certain people within the organization to resist change.
I know that the person in charge of the organization I recommend has dome some amazing work with other well known brands, and has conducted a few workshops where you do get white smoke out the chimney at the end...
And yes, it means that there could be a recognition who stand in the way of success, how to deal with it and if needed, how to remove the problem.
Go to: www.spark-us.com

Does your organization have a strong (& specific) branding plan in place -- either internal, external, or both? I've found that it helps to tie my initiatives' objectives back to the brand or values of the company. For example, "Our company's stated brand value is___, which is why we need to embrace digital marketing". That brand value might be keeping close proximity to the customer or knowing what the customer wants (web 2.0 encourages feedback), being current/modern/cutting-edge -- there are a lot of things that could easily tie back to digital marketing. Or, you might explain that digital marketing is necessary to "fish where the fish are".

One book I've found helpful regarding this subject is "The Fifth Discipline" by Peter Senge. Hope that helps - you've got a big job ahead of you!

I would give people the facts they might not be aware of regarding the Internet, how it's used, where it's going and most importantly how your target audience uses it. Show them how it's quicker, easier often cheaper to reach people where they are...on the Internet.

Traditional marketing will always have a place but, it's becoming less and less important. If they buy into what's truly happening in the world today and they feel their jobs are secure they will want to help you and the culture will start to change.

Give them the facts as often as you can. Post them in your office, share them with people who stop in to see you, put notes up by the coffee machine...knowledge is power! Educate them.

All excellent answers here! I really seems your task is more about change management, my comments elaborate on jenshinn said- points you might use to "sell" digital marketing.

In the end digital marketing is just "regular" marketing with modern tools. You still need to understand your audience, their needs, wants and aspirations, and how your product benefits can help them meet their unmet needs.

What IS different about digital marketing though is how you deliver your message. Interruption-style mass media techniques don't work anymore. They haven't for years no matter how hard "traditional" marketers might try. Customers are no longer passive, they are organized and talking amongst themselves, outside of the boundaries of the company websites and brochures.

Companies that blindly go about using traditional techniques, ignoring the changing face of consumers, will find themselves reeling in a few years. Now that's a compelling argument if you ask me.

Two books you might find interesting are Cluetrain Manifesto and Meatball Sundae. Both are easy to read and can help you sell digital marketing when the time comes.

Best of Luck!