GSSi: Internal Branding

Soham Mukhopadhyay

Information Security Level 2 Sensitive 2012 Proprietary and Confidential Information of Amdocs

Overview
Objective Brand Owner Project Methodology Amdocs Findings Brand Message Discovery Industry Speak Recommendations Snapshot of Action Items

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Objective
Brand GSSi so that
GSSi members develop a greater sense of pride in working within GSSi Amdocs employees with the right skillset/talent and attitude are eager to

be a part of GSSi

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Brand Owner
The accountability of the brands performance lies with VPs and Directors Managers (Group Leaders and Project Managers) SMEs

So, EVERYONE in GSSi is the Brand Owner

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Methodology
Focus Group Discussions (3FGDs x 5) One-on-One Interviews (18)

with randomly selected representatives from

PSG COM Infra

HR

ADM
Dox Non-Dox

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amdocs said

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Findings [1/2]
Sense of pride for working in GSSi is high among GSSi members
GSSi members recognize the following things as effective and

desirable:
Spot awards, recognition

Cross trainings

Cultural events

Exposure

Being a part of the primary revenue generating teams

Messages regarding Amdocs/GSSi growth

On-site opportunities

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IMPORTANT FOCUS POINTS

Findings [2/2]
Non-Dox: Little or no knowledge about Dox and Amdocs proprietary

software
Information exchange should be thorough Non-Dox is their primary brand, lack of GSSi visibility

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GSSis Value Proposition

Exposure End to End
Business Knowledge Product Knowledge

Real-time Diverse Work LEAN Multi-cultural Clientele Opportunity to take on Challenges

First-rate Employee Care Measures

Revenue King Cross Training for Steep Growth Curve
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BRAND MESSAGE

Branding Professionals Said

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 Pictures of wellknown (and loved) staff doing things that support the brand Well judged humor it overcomes the cynicism, and the organizational in-jokes create cohesion

Implement the brand positioning in every touchpoint in the employee lifecycle including Training, Recruitment marketing, Digital media and Social media

Martin Turner

Director at Brand Motor Limited, UK

Founder and President at BRANDEMiX

Jody Ordioni

Creative Thinker/Owner at Creative/Ideas Matter

The professionals were contacted through LinkedIn

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Dyan Sutton

Humor, Events and Participation in the Advertising programs with Employees

 Trade show booth" in the cafeteria for a day Offer "gifts" (pens with logos, etc.) to entice visitors to listen and learn Advertise" the event on the Amdocs portal and with signs and tent cards throughout the office building Hang large banners in more visible areas that remain hanging for a few weeks

Leadership sponsors "bosses" are the first to work for the unit Events and meetings for sharing thoughts and collecting feedback about their relevance Create reference materials and a reference group for solving doubts and discussing ideas Everybody must feel that they have contributed 3D MODEL

Involve the "influential" employee When it comes time to roll out the brand we have a participating advocate to help. They are typically the ones who already have influence over their peers

Marketing Manager at Stryker Orthopedics, US

PR & Brand Consultant, Vivo Telecommunications, Brazil

Marina Beer

Karren Illes

Consultant/Designer at The Branding Experts, Canada

The professionals were contacted through LinkedIn

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Ed Roach

Recommendations (I say )

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Target Audience
Primary TG: B2s and B3s outside GSSi (inside Amdocs) Secondary TG: B4s and B5s Tertiary TG: B2s in GSSi

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A Bottom-Up Approach

Branding Each GSSi Member

Branding Managers

Branding Directors

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Branding the GSSi Members

GSSi Brand Mascot
Intra-GSSi Competition OR An elephant in racing attire holding a bell

A GSSi Special Handshake

Intra-GSSi Competition OR

GSSi members can exchange a greeting (such as) G-power when they

shake hands
GSSi Merchandise
Mouse-pads

Caps
Pens T-shirts

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Branding the Managers & Directors

Market as Thought Leaders
Panel discussions can be staged in the bay area Quarterly debate/seminar in cafeteria

A Directors Webinar every week/fortnight

Participation of Managers discussion of business problems & mitigation new initiatives and ideas

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Recommendations
Building a long-term relationship
Stay in contact with talented & indispensable employees

Internalize the Branding process

Involve each member - 3D model for reception/cafeteria GSSi Wall sponsorship in Cafeteria

Build a Brand GSSi* story

How GSSi has evolved and grown

Positioning Message
Embracing End-to-End Challenges, Real-time! & GSSi s

upport

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Internal Brand Communication

Mix of Personalized (p) and Generalized (g)
Communication of brand message p
Directly elaborating the GSSi value proposition to the members

Communication of value of brand g

Putting a money value to the brand and sharing in the GSSi newsletters

Re-enforcing on-brand behavior g + p Deliver exceptional brand experiences

Give employees tangible proof that the brand promise is being fulfilled

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The BIG Picture & Leveraging it

A physical 3D model that shows how GSSi is core to Amdocs model
Gives every GSSi member a sense of where he/she fits in Integrated with the long term shared goals of GSSi to engage the employee as the

goals get realized via a GSSi Wall in the cafeteria

Celebrations when the goals are fulfilled

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ACTION ITEMS TO FOLLOW

Action Items Action GSSi Directors to attend non-GSSi town halls and explain GSSi's value proposition Exposure End to End Business Knowledge Product Knowledge Real-time Diverse Work LEAN Multi-cultural Clientele Opportunity to take on Challenges First-rate Employee Care Measures Revenue King Cross Training for Steep Growth Curve Expected Outcome Communication of Brand Message Increase in number of Touchpoints

Internal Communication

Webinars by B5s and B6s (participation of B3s & B4s) Information Sharing through GSSi Newsletter/Mailer Share Budget, No. of on-sites for different groups, etc. 21

Transfer of Business Knowledge and KM Building of Brand Trust, Changing Perceptions

ACTION ITEMS TO FOLLOW

Action Items

Action GSSi Brand Merchandise Caps, Pens, T-shirts, Mouse-pads GSSi Physical 3D Goal Model/ Cafeteria Wall Sponsorship

Expected Outcome Increase Visibility of the Brand

Build Brand Relevance

Branding

Example: A Spider Web Model GSSi Brand Story Use of Social Media/Networking/Portals Build Brand Resonance Increase Visibility of the Brand

Thank You

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