{"id":1402,"date":"2013-10-24T12:16:35","date_gmt":"2013-10-24T12:16:35","guid":{"rendered":"https:\/\/anne.myupcomingsite.com\/?p=1402"},"modified":"2013-11-09T11:59:22","modified_gmt":"2013-11-09T11:59:22","slug":"telling-your-brand-story-ncrs-innovative-approach","status":"publish","type":"post","link":"https:\/\/anne.myupcomingsite.com\/?p=1402","title":{"rendered":"Telling Your Brand Story: NCR\u2019s Innovative Approach"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p><object id=\"ieooui\" classid=\"clsid:38481807-CA0E-42D2-BF39-B33AF135CC4D\"><\/object><\/p>\n<style><!--\nst1\\:*{behavior:url(#ieooui) }\n--><\/style>\n<p>&nbsp;<\/p>\n<p class=\"MsoNormal\"><a href=\"https:\/\/anne.myupcomingsite.com\/wp-content\/uploads\/2013\/10\/NCRLogo.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-1404\" alt=\"NCRLogo\" src=\"https:\/\/anne.myupcomingsite.com\/wp-content\/uploads\/2013\/10\/NCRLogo-300x300.jpg\" width=\"300\" height=\"300\" srcset=\"https:\/\/anne.myupcomingsite.com\/wp-content\/uploads\/2013\/10\/NCRLogo.jpg 300w, https:\/\/anne.myupcomingsite.com\/wp-content\/uploads\/2013\/10\/NCRLogo-150x150.jpg 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<style><!--\nv\\:* {behavior:url(#default#VML);}\no\\:* {behavior:url(#default#VML);}\nw\\:* {behavior:url(#default#VML);}\n.shape {behavior:url(#default#VML);}\n--><\/style>\n<p>&nbsp;<\/p>\n<p class=\"MsoNormal\"><object id=\"ieooui\" classid=\"clsid:38481807-CA0E-42D2-BF39-B33AF135CC4D\"><\/object><\/p>\n<style><!--\nst1\\:*{behavior:url(#ieooui) }\n--><\/style>\n<p>&nbsp;<\/p>\n<p class=\"MsoNormal\" style=\"mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;\">\u201cPeople don\u2019t have relationships with products, they are loyal to brands.\u201d<\/p>\n<p class=\"MsoNormal\" style=\"mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;\">So says Scott Goodson in his September 2012 <em>Forbes<\/em> <em>Marketshare<\/em> post<span><span style=\"font-size: 12.0pt; font-weight: normal; mso-bidi-font-weight: bold;\">,<span><span style=\"mso-spacerun: yes;\">\u00a0<\/span><\/span><a href=\"http:\/\/www.forbes.com\/sites\/marketshare\/2012\/05\/27\/why-brand-building-is-important\/2\/\" target=\"_blank\">\u201cWhy Brand-building is Important.\u201d<\/a>\u00a0 <span><span style=\"mso-spacerun: yes;\"><br \/>\n<\/span><\/span><\/span><\/span><\/p>\n<p class=\"MsoNormal\" style=\"mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;\">My client, NCR, gets this &#8212; on Oct. 10, this Duluth-based leader in consumer transaction technologies launched its new brand &#8212; Everyday Made Easier\u2122 through a<b style=\"mso-bidi-font-weight: normal;\"> <\/b><strong><span><span style=\"font-weight: normal; mso-bidi-font-weight: bold;\">companywide \u201cLive the Brand Awards\u201d webcast that showcased some of the<\/span><\/span> <\/strong><strong><span><span style=\"font-weight: normal; mso-bidi-font-weight: bold;\">company\u2019s <\/span><\/span><\/strong>best brand moments. The company&#8217;s storytellers have adopted the new engaging voice of the brand in all their internal and external communications.<\/p>\n<p class=\"MsoNormal\" style=\"mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;\">&#8220;The NCR brand reflects a new look, feel and voice that clearly communicates who we are and the difference NCR is making in people\u2019s lives all over the world,&#8221; says Caroline Rose, integrated marketing partner in NCR Travel Marketing. &#8220;NCR technology empowers 450 million consumer transactions everyday, many of them in the travel space, whether checking in for a flight, navigating your way through an airport, picking up a rental car or buying something at duty free. Our goal within NCR Travel is really to build upon that story by conveying to our customers and prospects how NCR is making everyday travel easier for their customers as well.&#8221;<\/p>\n<p class=\"MsoNormal\" style=\"mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;\">(To get a feel for how the Travel marketing folks are using the new brand language, check out their engaging <a href=\"http:\/\/www.youtube.com\/watch?v=t0_oG2tMBpA&amp;list=PL332D034D2EBFD9B1&amp;index=17.\" target=\"_blank\">animation video<\/a>).<\/p>\n<p class=\"MsoNormal\" style=\"mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;\">But, well before the official brand launch, NCR\u2019s Corporate Communications team was promoting the brand internally.<span> <span style=\"mso-spacerun: yes;\">\u00a0<\/span><\/span>As anyone who has gone through a corporate rebranding effort will tell you, getting employees on board with telling your company\u2019s brand story is critical to success. For one, if your employees don\u2019t buy into your brand, why should customers?<\/p>\n<p>Employees can be your biggest asset as brand ambassadors, notes Michael Brito, senior VP for social business strategy at global PR firm, Edelman. In his August 2013 <em>Edelman Conversations&#8217;<\/em> blog post, \u00a0\u201cEmployees and Brand Journalism,&#8221; Brito emphasized how your brand must empower employees to become storytellers.<\/p>\n<p>Citing his firm\u2019s 2013 <a href=\"http:\/\/www.edelman.com\/insights\/intellectual-property\/trust-2013\/\" target=\"_blank\">Trust Barometer<\/a> report that measures the level of trust people have in institutions, industries and leaders, respondents were very clear about who they find most credible when seeking information about a brand or company:<span> <span style=\"mso-spacerun: yes;\">\u00a0<\/span><\/span>half of those surveyed found a regular employee in the company as credible.<\/p>\n<p class=\"MsoNormal\" style=\"mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;\">NCR fully embraces this idea &#8212; sharing helpful resources such as its new brand voice guide with employees, and engaging in a cross-cutting communications campaign to get staff excited and engaged well before the brand debuted publicly.<\/p>\n<p class=\"MsoNormal\" style=\"mso-layout-grid-align: none; text-autospace: none;\">Beginning in early September, NCR began running a series of intranet features (including fun facts, <a href=\"https:\/\/anne.myupcomingsite.com\/wp-content\/uploads\/2013\/10\/CE-Feature-Graphic1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-1425 alignright\" alt=\"CE Feature Graphic\" src=\"https:\/\/anne.myupcomingsite.com\/wp-content\/uploads\/2013\/10\/CE-Feature-Graphic1-274x300.jpg\" width=\"274\" height=\"300\" srcset=\"https:\/\/anne.myupcomingsite.com\/wp-content\/uploads\/2013\/10\/CE-Feature-Graphic1-274x300.jpg 274w, https:\/\/anne.myupcomingsite.com\/wp-content\/uploads\/2013\/10\/CE-Feature-Graphic1.jpg 542w\" sizes=\"auto, (max-width: 274px) 100vw, 274px\" \/><\/a>employee interviews and videos) designed to showcase how its customer-facing Services employees \u201clive the brand\u2019 every day.<\/p>\n<p class=\"MsoNormal\" style=\"mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;\">The largest division, NCR Services, includes the company\u2019s global team of service support professionals. NCR Services\u2019 goal is to deliver innovative customer service while ensuring on-time installation and maintenance of consumer transaction technology worldwide.<\/p>\n<p class=\"MsoNormal\" style=\"mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;\">\u201cOur brand is all about making every day easier,\u201d notes Nancy Berry, senior communications manager for NCR Services. \u201cWe wanted to celebrate the members of our services team who directly represent the NCR brand to customers in their daily work. In the process of telling these Services stories, we sought to convey how are Services team members are trusted, innovative, vibrant and agile \u2013 key attributes of our brand.\u201d<\/p>\n<p class=\"MsoNormal\" style=\"mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;\">The campaign ran during September on the company\u2019s intranet, and began by focusing on the work of NCR service technicians, who are known as Customer Engineers or CEs. The feature included a flash video that provided a glimpse into the CE\u2019s daily work, photos of some of the unusual locations CEs visit to service equipment (e.g., an ATM in the visitor center atop Europe\u2019s highest mountain), and an interactive video where viewers could test their equipment troubleshooting skills. Another spotlight focused on the Services Parts team and included a photo montage depicting a part\u2019s journey from order receipt to delivery in the field as well as interviews with Parts team members about the importance of representing the brand. Each intranet feature included compelling graphics and little-known facts about the featured group.<\/p>\n<p class=\"MsoNormal\" style=\"mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;\">\u201cThe features served two purposes,\u201d says Nancy. \u201cWe wanted to make sure our employees in the field were well-represented in our brand launch celebrations, and at the same time, we wanted to educate the rest of NCR about the great work these team members are doing to support our customers on a 7x24x365 basis.\u201d<\/p>\n<p class=\"MsoNormal\" style=\"mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;\">\u201cRepresenting the NCR brand well is indeed something I think about in my daily work,\u201d says Heather Dunham, who was featured in a story about the Parts team. \u201cWhen it comes to customer service, parts availability is a top priority. My goal is to have service parts readily available when they are needed.\u201d<\/p>\n<p>To learn more about NCR\u2019s brand launch, visit <a href=\"http:\/\/www.ncr.com\/about-ncr\/everydaymadeeasier\">http:\/\/www.ncr.com\/about-ncr\/everydaymadeeasier<\/a> or read the company&#8217;s recent <a href=\"http:\/\/blogs.ncr.com\/everyday-made-easier\/ncr\/living-brand-ncr-employees-demonstrate-trust\/\" target=\"_blank\">blog post<\/a> about living the brand.<\/p>\n<p class=\"MsoNormal\" style=\"mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;\"><em>\u00a0<\/em><\/p>\n<p>&nbsp;<\/p>\n<p class=\"MsoNormal\"><span style=\"mso-spacerun: yes;\">\u00a0<\/span><\/p>\n ","protected":false},"excerpt":{"rendered":"<p>&nbsp; &nbsp; &nbsp; &nbsp; \u201cPeople don\u2019t have relationships with products, they are loyal to brands.\u201d So says Scott Goodson in his September 2012 Forbes Marketshare post,\u00a0\u201cWhy Brand-building is Important.\u201d\u00a0 My<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50,338],"tags":[735,761,760,758,759,762],"class_list":["post-1402","post","type-post","status-publish","format-standard","hentry","category-brand-strategy","category-corporate-communication","tag-employee-engagement","tag-employees-as-brand-ambassadors","tag-employees-living-the-brand","tag-ncr-brand-launch","tag-ncr-every-day-made-easier","tag-ncr-travel-marketing"],"_links":{"self":[{"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=\/wp\/v2\/posts\/1402","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1402"}],"version-history":[{"count":15,"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=\/wp\/v2\/posts\/1402\/revisions"}],"predecessor-version":[{"id":1462,"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=\/wp\/v2\/posts\/1402\/revisions\/1462"}],"wp:attachment":[{"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1402"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1402"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1402"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}