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Our Story
Imaginasium guides company leaders through measurable change and wins
followers inside and out by aligning their brands through strategic business
communications.
We concentrate our efforts on uncovering each clients authentic and unique brand
narrative and bringing it to life. Then, we help them inspire and align every storyteller
charged with delivering on it, from boardroom to switchboard, and build the tools
the Form that help tell the Story.
Formula for
change
(Gleichers Formula)
DxVxF>R
!D = Dissatisfaction
with how
things are
Share Vision,
Involve Leadership
Leaders.
Storytellers.
LeadersMakeMeaning
John Seely Brown
Compelling stories!
Coherent themes!
Soaring messages!
Leaders
Need marketers sitting at the table
Establish current situation & rationale for change
(business issues, competitive issues, market changes,
customer issues)
Outline what might happen if change isnt made
Provide VISIONfor after change takes place. Scope of change,
what success looks like, alignment with business strategy,
whos impactedwhat wont change
Talk about impacton day-to-day activities, behaviors expected,
feedback
Share success stories. WOW stories & the heroes
DISCOVERY
Uncovering
your story.
COMMUNICATIONS
ASSESSMENT
How are you
currently telling
your story?
BRAND
STANDARDS
How will you tell
your story moving
forward?
BRAND
ALIGNMENT
Message
Commitment
IMPLEMENTATION
Story+Form
(creative and
message delivery)
BRAND
EVANGELISTS PLAN
BRAND DEVELOPMENT
Discovery, Research, Identity
COMMUNICATIONS
PLAN
STRATEGIC
MAR/COMM PLAN
Align Internally,
Create Evangelists
Getting buy-in
The 11 Questions
ess)
Fluid Brand
Audiences
Instead
Brand
ANSUL
ANSUL
ANSUL
ANSUL
ANSUL
Story + Form
The right Story, told in the optimal Form,
at every touchpoint.
A Compelling Story
Telling
TellingYour
YourStory
Story
Key Strengths
USPs
UBPs
Position
Branson on Branding
How do you feel?
The idea that business is
strictly a numbers affair has
always struck me as
preposterous. For one thing,
Ive never been particularly
good at numbers, but I think
Ive done a reasonable job with
feelings. And Im convinced
that it is feelings and
feelings alone that account
for the success of the Virgin
brand in all of its myriad
forms.
Audiences
A
Brand
Voice is:
! Style, tone & manner of
speaking
! Expresses brand claims
internally and externally
! Defines & differentiates the
brand from others
! Helps drive internal
evangelism
Manitowoc voice:
! Ambitious
! Aspirational
! Confident
Voice is:
! Style, tone & manner of
speaking
! Expresses brand claims
internally and externally
! Defines & differentiates the
brand from others
! Helps drive internal
evangelism
Manitowoc voice:
! Ambitious
! Aspirational
! Confident
Content Distribution
!Brand Distribution vehicles need to deliver a relevant
message to the correct audience at a time when they are
most apt to retain the message and take the appropriate
action.
Attract Storytellers
Employment Branding
Peter Weddle
Possible
Attributes
Brand Statement
Starbucks
Story Promise
The Manitowoc Company
At The Manitowoc Company we give you the tools great products, great history, great people, great
challenges and a commitment to excellence - to
help you build something you can be proud of.
Key Strengths
USPs
UBPs
Position
Layered meaning:
! Recognizes manufacturing foundationreal stuff, category-leading equipment
! And something deeper a real future (career, friendships, opportunity, outcomes)
They might be able to build things somewhere else.
But they can only Build Something Real at The Manitowoc Company.
Awareness Ads
Awareness Ads
Newspaper Ads
Full Brand
Alignment
The 10 Keys
!Make the Case for Cha
nge
Share Vision, Involve
Leadership
Involve an Eclectic Tea
m
Align Internally, Create
Evangelists
Make the Brand Fluid
A Compelling Story
The Right Form
Design the Experience
Tell the World
Attract Storytellers