Question

Topic: Strategy

So Many Companies, So Much Confusion - What To Do

Posted by Anonymous on 6/24/2009 at 9:51 AM ET 125 Points
I'm working for a company that's a parent to 5 sub companies. Before I interviewed with them I attempted to do my research but became more confused than educated. I won't mention the name of the company although that would probably help a ton.

My question is, how do you try to re-brand & restructure so many different companies when the companies themselves are not really interested in this and don't think it is important?

I know there needs to be something done because even after working here for 5 months I still get confused. They have their base of customers but if they want to increase business (which I think is what every business wants to do?) it is necessary for them to reshape their image(s). Just some examples of why I think they should:

All logos for the companies match although are not really related besides one company who has a completely different logo

The Parent company is the logo that every other company is based off of although the parent company doesn't really do anything. That's like Proctor & Gamble branding all their products Proctor & Gamble - Contracting, Proctor & Gamble - Make up products. Generally stuff that isn't necessarily related.


Is it not my place to try and help them when they don't want help?

We also are in the midst of launching a new product for one of our companies that will be competing in a different market than our typical products (typical= low end products vs now manufacturing something that will compete in a higher end market: plastic spoons vs fine dining silverware), our competitors are much more advanced than we are but we do offer a product similar to theirs but for a cheaper price. I've never been one to want to differentiate on price but I feel that may be our best shot. Also, the product doesn't really match our core competency which I know can dilute a brand. I would rather develop a different division or company to start marketing these higher end products. I don't think that would fly though.

I'm just looking for some advice here. Help would be appreciated.
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RESPONSES

  • Posted by michael on 6/24/2009 at 9:57 AM Member
    Some companies want this because they have an entreprenuerial culture. Don't try to change it...until you hear your boss complaining about how it impacts his bottom line.

    Michael
  • Posted by ilan on 6/24/2009 at 10:13 AM Member
    There are a lot of things you can do by being proactive, but it takes knowledge.
    If you learn from a book called Leading Change by John Kotter, you'll find many things you can do.
    This forum is too small for the number of options.
    At the end of the day, it all depends on your status and seniority in the organization.
    I can train your company, as I did with many others before, but even that doesn't guarantee the results you wish for...
    You are stuck in a very familiar situation, where many companies have been before, sadly, many of them are gone.
  • Posted on 6/24/2009 at 10:18 AM Author
    Thanks to both of your for your remarks. I understand the business culture but I think its not foreseeing a better way that inhibits it, not that it impacts their bottom line which I'm sure it does because it could potentially be greater.

    I haven't been in this field for long so I'm learning everyday about the real world aspects. I look forward to more comments.
  • Posted by melissa.paulik on 6/24/2009 at 12:17 PM Accepted
    I've been there too. Except in my case, the company realized they needed to rebrand and that was one of the things they hired me to do. Unfortunately, all of the execs in that organization thought they were branding experts and they kept making things worse.

    Here are some thoughts from what I learned from my experience:

    - If you are an employee of the company and not an outside consultant, take your time to really learn everything you can before making a proposal. You have to take time to establish your credibility.

    - Get some solid accomplishments outside of branding that you can add to your resume from your time spent in this company. Then, even if your rebranding efforts don't pan out, you'll have something to show if you decide to move elsewhere.

    - Be very aware of whose toes you may be stepping on. If branding is the domain of someone else in the organization, you may just want to leave to to them. You might consider having coffee from time to time and engaging them in some conversations - but don't push it.

    - If there's really no one else who owns branding, take your time and learn branding from every angle. Read everything you can. Attend as many webinars as you can find. Hire an outside perspective if you can afford it - not to change your brand but just to offer opinions.

    - With your final recommendations, don't try to please everybody. You won't.

    - Finally, understand what you want from management. Even after your carefully laid out proposal, you may not get outright "permission" unless you press for it. And, chances are you won't get it, so have a plan B in mind.

    I'm normally optimistic, but in this case chances are that you won't be able to help this company rebrand. At least you can learn a significant amount from the experience. It will make a great story to tell if you ever become a consultant.

    Good luck!

    Melissa
  • Posted on 6/25/2009 at 8:36 AM Author
    Thanks for the advice Melissa, and to everyone else. Greatly appreciated.
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