BUILDING YOUR LEADERSHIP BRAND IN TIMES OF CHANGE
Borough of Manhattan Community College Bill Fisse Senior HR Officer Global ICG Campus Recruiting & Program Management Strategy October 15th, 2014
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Building Your Brand AGENDA § Company Brands § Personal Leadership Brand § Your Personal Brand § Your Brand in Times of Change § Global Culture and Your Brand § Your Brand Stories § Attributes Of Successful Leaders Proprietary & Confidential Proprietary & Confidential, Citi Cards
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The Importance of a Company’s Brand
A brand is a promise delivered through every experience a person has with a company.
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Maintaining Brand Equity
Our brand has to deliver a consistent experience to: § Our Customers § Our Shareholders § Our Employees
With unprecedented changes in the financial services industry, it is critical to maintain an “emotional” connection to the brand
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Best Global Brands 2014 Rank
Previous Rank
1
2
United States
Technology
98,316
Change in Brand Value 21%
2
4
United States
Technology
93,291
15%
3
1
United States
Beverages
79,213
3%
4
3
United States
Business Services
77,808
5
5
United States
Technology
6
6
United States
Brand
Region/Country
Sector
Brand Value ($m)
Financial Services Rankings Rank
Previous Rank
23
23
33
32
-8%
35
33
59,546
3%
47
44
48
48
Diversified
46,947
-3%
53
59
8
South Korea
Technology
41,992
15%
55
63
8
10
Japan
Automotive
39,610
20%
63
71
9
7
United States
Restaurants
37,257
1%
69
74
75
84
10
11
Germany
Automotive
35,346
8%
88
97
7
48
48
United States
Year
Brand value fluctuates along with market performance; However, in 2014, Ci@’s brand ranking stayed at number 48.
Rank 2007 2008 2009 2010 2011 2012 2013 2014
Financial Services
Brand Value Change in ($m) Brand Value 11 23,442 9% 19 20,174 -‐14% 36 10,254 -‐49% 40 8,887 -‐13% 42 8,620 -‐3% 50 7,570 -‐12% 48 7,973 5% 48 8,758 10%
8,758
10%
off
off
off
off
off
off
off
off
Between 2007 and 2014 Ci0’s Brand Value dropped by 66%
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Source: Interbrand, Best Global Brands 2014
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Brand
Citi’s Strategic Focus—Secular Trends Shaping the World Globalization
Past (1990) USA JPN
Urbanization
USA
CHN
JPN
Future CHN USA
IND
Largest world economies
Largest world economies
Largest world economies
43% world population in cities
53% world population in cities
70% world population in cities (2050)
9% world population > 60 years old
11% world population > 60 years old
22% world population > 60 years old (2050)
0
1.5 billion
6.5 billion
Mobile broadband subscriptions: None
Mobile broadband subscriptions: 1.5 billion
Mobile broadband subscriptions: 6.5billion (2018)
Internet users: Nominal Web browser introduced in 1992
Internet users: 2.7 billion 39% global penetration
Internet users: 3.6 billion (2017) 50% global penetration
Digitization
Regulation
DEU
Present
Major New Regula0on passed every 15–20 years 1950-‐Office of Foreign Asset Control 1970-‐Bank Secrecy Act 1986-‐Money Laundering Control Act
Increasingly complex banking rules passed at an escala0ng pace in the past 13 years, with indica0ons that pace will con0nue… Since 2000—FACTA, US Patriot Act, SEPA, USAPA Cer0ficate Benchmarking Dodd-‐Frank Act, Durbin Amendment, Payment Services Direc0ve II, Recovery &Resolu0on Planning, Basel III,…
Primary Sources: EIU, Roland Berger, United Na0ons Sta0s0cs, WHO Sta0s0cs, Forrester Research, Ci0 Analysis. Proprietary & Confidential, Citi Cards
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SO WHAT IS THE BRAND OF…
BMCC?
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Personal Leadership Brand Well known leaders have established their own “personal brand” § Innovative § Entrepreneur § Strongly connected to the Apple brand § Change leadership § Turned around the company with the introduction of the iMac, iPod, iPhone, and iPad
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Personal Leadership Brand BEFORE
AFTER
• Winner • Perfectionist • Keeps challenging self to get even better • Humble
• “Overnight Brand Disaster” • PR mismanagement • Credibility and earnings potential destroyed • “Living a Lie”
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Personal Leadership Brand “This is a permanent, ugly black mark, it will never go away. It will tarnish him and will be unforgettable.” Bill Earley, a former football booster
The Paterno Legacy: Changed Forever? “The Statue of Paterno outside Beaver Stadium should be removed. They’re going to have football games there and when people see that statue, they’re going to think of the Sandusky stuff.” Former Florida State Coach, Bobby Bowden
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Personal Leadership Brand Just growing up…
…or “wrecking” her brand? Proprietary & Confidential, Citi Cards
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“It takes twenty years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” - Warren Buffett
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Your Personal Brand § Your brand is how other people see you. § Everyone has a personal brand. § You can manage your brand to affect people’s perceptions in the same way that business uses brands to shape customer expectations. § Your brand is your personal combination of abilities, style and conduct. § To build your own brand, first look inside yourself and know yourself. § Just like a commercial label, your brand should connect on an emotional level. Proprietary & Confidential Proprietary & Confidential, Citi Cards
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Your Brand in Times of Change In times of unprecedented change it is critically important to maintain/enhance your leadership brand
Don'ts:
Dos:
§ Go under the radar § Get paralyzed § Lose focus § Demonstrate impaired judgment § Drink the Kool-Aid § Stay “Vertical”
§ Be proactively visible § Be balanced § Stay focused § Demonstrate organizational courage § Maintain your brand equity § Build “Horizontal” capabilities
Net: Distinguish yourself by making yourself incrementally valuable
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Global Cultures and Your Brand
§ Knowledge of the impact of cultural differences is one of the major keys to enhancing your brand.
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Global Cultures and Your Brand
§ Cultural Competency – Take personal responsibility for the way you respond to differences – Make attempts to understand different cultures: • Communication styles: tone of voice, body language, eye contact, etc. • Values: punctuality, individualism vs. collectivism, hierarchy and respect • Behavior: assertive vs. reserved
– Value diversity of background, thought, point of view, etc. – Educate yourself on the culture and current events of the country / people you are doing business / collaborating with – Be cognizant of country by country differences within regions
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Building My Personal Brand Positive Brand Equity
Negative Brand Equity
§ Passion & Pride
§ Passion vs. perceived selling
§ Inclusive & Transparent Communication § Anticipatory § Build relationships at all levels Proprietary & Confidential Proprietary & Confidential, Citi Cards
§ Thinking by talking § Delegate More § Hard to Please § Work life balance
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Your Brand Stories? § How would you describe your Leadership Brand today? § How has your personal brand been affected in these times of change?
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Overall Attributes of Successful Leaders
§ Global Mindset
§ Constructive Candor
§ Pride & Passion
§ Value Diversity
§ Leadership Accountability
§ Relationship Skills
§ Intellectual Curiosity
§ Influence without Authority
§ Change Agility
§ Ability to Recover from
§ Drive and Execution § Organizational Courage
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Setbacks § Integrity & Objectivity
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Q & A?
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