cameron and green making-sense-of-change-management

Cultural changeThe concept of the brand wheel was used to define the brand. This isencapsulated in Figure 7.4. The brand wheel idea, developed by BatesNorth America, is used to define the functional and emotional componentsof a brand. Bates North America has developed an impressive reputationfor reinvigorating brands. The brand wheel is based on variousconcepts that go into creating a brand such as essence, values and personality.The brand essence is heart or spirit of the brand. The brand valuesare about how the brand makes a person feel and what it says about themif they become associated with the brand. The brand personality is a wayof talking about the brand as if it were a person, to get to the emotionalcontent of the brand itself.Out of the brand wheel came a concise definition of the six key brandvalues together with their associated behaviours. See box.MotivatedProudGrowingDynamicProactiveFacts/IconsValuedPassionateWorkingenvironmentLearningCelebrationHow itmakes usfeelCourageousAppraisal,Development &Recruitment systemsPersonalityCore valuesIntegrityCommitted todeliverPerformance withpassionQuality of socialinteractionJob design & careerdevelopmentWhat itsaysabout usEssenceDeterminationto succeedPhysical benefitsHigh performanceteamsSharing &supportiveUnityDiversityOpen &honestSingle globalpeople strategyDelivery of ADvision & strategiesReward &recognitionQuality ofpeopleImportantAccountable(End) product SuccessfulWinningFigure 7.4Brand wheel for employer brand277