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Jon Wilson

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  1. The Intersection BetweenTransformational Leadership, Corporate CommunicationsAnd Cultural Branding – Closing The Delta Jon Wilson j.a.j.wilson@gre.ac.uk

  2. Background Research Expert Delphi study of international brand managers and academics over 16 months. An iterative process - where over several rounds of questioning, participants were guided towards arriving at a consensus. • Nearly 400 years of collective experience • 185 brands worked on • Multi lingual, ethnic and cultural

  3. Transformational Leadership Over the past 30 years or so the term has emerged as a concept: moving thinking away from transactions, towards transforming. Here: Leadership is judged by influence, with the aim of elevating morale&motivation.

  4. Still debates continue around whether Leaders are born or made? But, beyond these lofty ideas: how can Transformational Leadership be engineered?

  5. The Corporate Brand Universe The Delta: Space, Time & Context

  6. Emergent influencing Phenomena Leading to: Culture-centrism (Global and local duality) & Surrogacy

  7. What is Surrogacy? Literally: It is the adoption process where a mother and/or father takes ownership and responsibility of a child – like their own blood Or the grafting of two plants together And that the concept: • Applies to brands • Applies to their consumers & staff • Is the consumption of culture, which creates social networks &communities • Offers a means to generate social capital • Seeks the humanisation of brands, and • Is a ratification of authentic and credible cultural-centric brand successes

  8. So what I am advocating today is for Culture-centric Leadership: we should either adopt, or allow ourselves to be adopted – and use branding to achieve this

  9. Key Findings suggest that the phenomenon is full of patterns, open to interpretation, which are: • Not a linear progression • Concentric cultural cycles balancing: • Orthodoxy & Heterodoxy • Heritage & Modernity • Governed by Controllinked with diffused Power&Reciprocity • Friendly Humanoid communicating objects – as: Anchors, Nodes and Artefacts

  10. Branding, Culture & Leadership The Crossroads:

  11. Step 1: Create

  12. Step 2: Map

  13. Step 3: Position

  14. The Journey… New methods of: Stakeholder & Transactional Analysis Avatars, Artefacts & Humanoids Thank You (^_^)b j.a.j.wilson@gre.ac.uk