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Branding & Marketing


Branding is the exercise of strategically defining an organizations value, typically focusing on products or services. Identifying an organizations differentiation clarifies what it believes and breeds customer loyalty. Marketing is the tactical activity involving advertising and sales, shifting brand products or services to market and increasing awareness and impact.

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Case Studies


Chevron: International Marketing Fellowship Program

By Jane Pierce /OE Project Consultant, Slalom Consulting

Chevron’s Global Marketing Business Unit consists of 8,800 colleagues, operates in 90 countries and multiple markets with three strong brands, Chevron, Texaco, and Caltex.  Maintaining attention on the right business challenges can be daunting – especially at the individual colleague level.  M... Read More

InterContinental Hotels Group: Global Operations

By Andrew Simpson /Principal, Delta Consulting & Engineering

Separation from The Bass Holding Company required a new strategy for the future InterContinental Hotels Group. As Treasurer, Richard Winter put it “We’ve been running a global hotel business like a regional pub business.”  A team had drawn up a strategy for the new business.  Peter Gowers, E... Read More
With annual revenues of $18 billion, FedEx Corp. is the premier global provider of transportation, logistics, e-commerce and supply chain management services. The company offers integrated business solutions through a network of subsidiaries operating independently, including FedEx Express, the worl... Read More

Research


BPI Senior Executive Board Research Digital Tools - Using HR Analytics in a Powerful Way

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

This report looks at 6 multinational, blue chip organizations all at slightly different stages of their strategy to deploy HR Analytics and put it at the heart of their decision-making culture. The organizations reviewed in this report are shown below. 1. Google 2. Coca-Cola Enterprises (CCE) 3. ... Read More

Management Strategies for a GM within a Matrix Organization

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

The Study Seeks to Identify Effective Work Solutions, Communication Methods, and Management Strategies for a GM within a Matrix Organization. Read More

Talent Management Makes Matrix Organizations Work

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

For business to adopt and deliver through a matrix organizational structure, it must make significant deep and broad changes. Some of them include: the alignment of people, performance, and purpose, the design of decision processes and assignment of clear accountabilities, the assessment of and t... Read More

Product Team Organization Design

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

To remain competitive, companies are incorporating more technology and innovating faster than ever. To support the demand, traditional models of the hierarchy have been moving for decades towards flatter, more networked structures. And yet, the size that comes with success continues to challenge the... Read More

GLOBAL TALENT MANAGEMENT TRENDS

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

Continued global commercial volatility and unpredictability means talent strategies are constantly evolving. Talent scarcity remains a pressing concerns for most HR principles and this is being reflected by a heavy strategic focus on talent sourcing and retention. Surprisingly, in a time of b... Read More

Retaining Employees in the Liquid Workforce

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

I put the following quick-react-report together in response to questions concerning how to retain employees beyond the first few years in the organization. Read More

Next Generation/Multigenerational Workforce Transformation Research Report

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

The global workforce is made up of 4 generations. By 2025 there will be five generations in the workforce. Each generation displays some unique behaviors and how they perform tasks. Although multiple generations in the workforce are not new, the makeup of the workforce and the reliance on technology... Read More

Successful Co-Located Human Resource Business Partner Alignment

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

Re-alignment of Human Resource Departments from transactional to the transformational has been taking place for the last 20 years. In the past, HR departments were more of a support organization. Many Senior Managers and Executives believed that Human Resource Departments should be more strategic in... Read More

Best Practices in Consultative Selling, Consensus Building, and Negotiation

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

Consultative Selling is a process that builds relationships. It makes sales, but as important, it secures a continuing partnership. The process takes its time to draw specific information from prospects that gives dimension to the customer’s needs and wants. This information then provides the d... Read More

3 Studies in Process Leadership Technology

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

Process leadership is a big picture approach, a holistic, whole systems look. It aims to build or re-engineer effective processes and manage them for the delivery of business goals. Read More

Best Practices in Contingent Workforce Transformation

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

The US Department of Labor defines a contingent worker as “a temporary member of an organization who does not possess a contract for permanent employment.” Under that guidance contingent workers include, part-time, contractors, on call, workers hired for a specific period, professional employmen... Read More

Successful Co-Located Human Resource Business Partner Alignment

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

Re-alignment of Human Resource Departments from transactional to the transformational has been taking place for the last 20 years. In the past, HR departments were more of a support organization. Many Senior Managers and Executives believed that Human Resource Departments should be more strategic in... Read More

Punishment or Development: What is the purpose of Today’s Performance Management Processes?

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

Over the last few years, a growing phenomenon in performance management (PM) throughout premier companies such as Adobe, General Electric, and JP Morgan Chase has been exchanging the traditional annual performance review for a system of ongoing development discussions. Why has this phenomenon beg... Read More

Contingent Workforce Research Report

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

This report begins with a discussion of the different options available for managing a global contingent workforce program. The data for the program options were gathered from reports and interviews. The discussion is followed by the interviews, summary of results, recommendations, and list of re... Read More

Most Loved Workplace Research

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

A new study from Best Practice Institute has revealed some surprising results. In a global survey of over 150 Fortune 1000 organizations companies, we’ve shown that employees who love their workplace are up to 4 times more likely to perform at a higher level than those who do not. This reveal dat... Read More

Test and Learns

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

“Test and Learn” is a term given to business practices aimed at accelerating performance. It assumes that learning is largely a heuristic behavior of trial and error. It’s a pragmatic learning experience in which people are satisfied with “good enough” solutions that could be optimal ... Read More

Benchmarking Best Talent Practices

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

1. Mentoring Programs Best Practices 2. Best Practices on Creative Approaches to High Potential Identification 3. Moving HR Technology – best practices in switching HRIS/HCM providers 4. Best Practices in Rotational Development Programs 5. Best Practices in Performance Management Transitio... Read More

Comparison of Performance Management Vendors

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

The following is a survey of tools that enable the employee feedback that supports performance appraisals. The intent is to identify and measure those tools that compete directly with Skillrater. I have found that the “big” tools serve Human Resources and Human Capital Management in extensivel... Read More

Matching Analytics to HR’s Chief Goals

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

Almost every aspect of workforce management and top talent identification is viewed as a “high” or “very high” in terms of importance by the HR professionals in our survey. This shows that analytics has the potential to impact talent management at every level but may also signify that anal... Read More

4 Keys for Aligning Talent Strategies in Emerging Global Markets

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

When business dictates the next step is stretching outside the U.S., organizations must tread with care. While the company may have a domestic talent strategy, there is much to consider when looking for overseas talent. Each country has its own unique set of challenges, from how to obtain and tr... Read More

Live Webinars


Next Generation Learning - Adaptive Learning

By Nick Howe /Chief Learning Officer at Area9 Learning | Strategic Advisor | Award-Winning Global Learning Leader | Innovator

The future is now, and if personalized adaptive learning isn't a part of your current learning strategy, you may be falling behind. Adaptive learning delivers personalized, impactful, measurable, engaging learning and is easy to deploy using your content. Traditional learning can waste milli... Read More
John Nelson is a veteran of organization transformation. Whether it is the result of an integration from a merger/acquisition or due to an internal reorganization, John has built a model based on his personal experiences with organizations such as Diversey, Ritz-Carlton Hotels, Baxalta, Cargill, Med... Read More

STORY MARKETING: Clarifying your employer brand message

By David Mann /Story Building and Storytelling Specialist, High Stakes Presenting

Everyone knows using stories will increase brand awareness. But what if you could also turn your brand message into a repeatable story? What if every staff member and client said the exact same thing about your company? David shows you how stories can be much more useful than just case studies and a... Read More

On Demand Webinars


Women in Leadership: Expanding Influence and Leading Change

By Sally Helgesen /Premier Expert on Women's Leadership | Best-Selling Author | International Speaker

Sally Helgesen is the bestselling author of seven books including her latest book, "How Women Rise," co-authored with Marshall Goldsmith. In this session, Sally will draw on decades of stories and insights to identify the twelve most common habits that undermine women in their quest to become more s... Read More

Digital Tools - Using HR Analytics in a Powerful Way

By Agnes Johansen /Vice President People and Leadership, Equinor

HR needs to become a more active business partner to leaders in helping them make more informed leadership decisions. In order to do so, HR must take part in the process of providing data in a highly participative and contextual manner. In an effort to become better at using digital tools for HR an... Read More

What Leaders need to know in order to create and sustain an agile organizational culture

By Mary Eggers /Senior Partner and co-developer of “Whole-Scale® Change.”, Dannemiller Tyson Associates (DTA)

Working with organizations around the globe, we have found it universally true that people support what they help to create. This session focuses on a few of the robust Whole-Scale® principles and models that support an agile, empowered culture. Read More

The Generation Creative Leader

By Bruce Cryer /Founder of Renaissance Human

Bruce Cryer draws upon a diverse professional background in business management, leadership development, and resilience training, along with refined artistic skills as a singer, writer, dancer, and photographer in helping people find their creative brilliance in business and personal life. Bruc... Read More

B State: Transforming Your Business and Culture in Rapid Time to Achieve Breakthrough Measurable Results

By Mark Samuel /AuthorFounder | CEO | Rapid Culture Change | Award Winning Author | Speaker | Rapid Breakthrough Results, IMPAQ Corporation

Businesses, especially global ones, are challenged to keep pace with the speed of change in their industry. Emerging competition, regulatory standards, M&A’s, new technology, and changing customer demands are forcing organizations to rethink their business models, corporate culture, organizational... Read More

Best Practices in Finding & Retaining Skilled Workers in Challenging Environments

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

Filling the talent pipeline for skilled workers can be a challenge. Talent acquisition should not hold back growth for technology-enabled manufacturing. How can organizations find and retain talent in challenging environments? Companies are thinking creatively to find ways to address talent short... Read More

Best Practices Next Generation/Multi-Generational Workforce Transformation Research

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

What kind of flexibility, agility, and changes are needed to acquire, hire, develop, and enable the high performance of the next generation/multi-generational workforce? Read More

Talent 2.0: Shifting to Human Capital

By Michael Arena /Chief Talent Officer, General Motors

Michael Arena shares his insights from his book, Adaptive Space which describes how connections, ideas, information, and resources allow for greater innovation and adaptability in your organization. Read More

BPI Research Presentation - Best Practices in Talent Management Transformation

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

The BPI Senior Executive Board holds a benchmarking and dialogue session the second Tuesday of each month. Come prepared to learn and share your knowledge and expertise - as well as take part in BPI's process of team development and transformation online. Each Senior Executive Board member may bring... Read More
The BPI Senior Executive Board holds a benchmarking and dialogue session the second Tuesday of each month. Come prepared to learn and share your knowledge and expertise - as well as take part in BPI's process of team development and transformation online. Each Senior Executive Board member may bring... Read More

BPI Research Presentation - HR Business Partner Alignment

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

The BPI Senior Executive Board holds a benchmarking and dialogue session the second Tuesday of each month. Come prepared to learn and share your knowledge and expertise - as well as take part in BPI's process of team development and transformation online. Each Senior Executive Board member may bring... Read More

Best Practice Benchmark-it - Transforming Culture after Merger, Acquisition and major change

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

Enabling our company to transform after a merger/acquisition/major change, yet harnessing the existing momentum and bringing them along. Read More

Organization Branding & Legacy

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

What is the external message and internal promise that your organization offers stakeholders (consumers and employees)? With increased transparency through social media and peer-to-peer conversations and a direct tie between organizations’ brand strength and its attractiveness as an employer, comp... Read More
Best Practice benchmarking is a critical first step toward developing and designing a leading edge program, system, or intervention within your organization. Before you venture out on your own to diagnose your own system, or if you have already begun designing, it is sage advice to look externally t... Read More

Cigna: Enabling Customer Centricity through Crowdsourcing, Storytelling, and Global Collaboration

By Karen Kocher /General Manager, Microsoft, 21st Century Jobs, Skills and Employability, Microsoft

Karen Kocher, Chief Learning Officer at Cigna will present the business need, design, and implementation of programs and practices that support and empower customer centricity at Cigna. Her passion for creating social collaboration through smart mob organizing and adding global effectiveness through... Read More
Join Louis Carter and Christi O'Neill as they reveal the best and next practices of 2013, based on BPI research and conversations. Learn what organizations are doing to promote transparency through talent programs and data planning. Engage and share your talent challenges and success stories! Read More

Contagious: How Ideas Spread

By Bpi /Learning and Leadership Development Staff, Best Practice Institute

Jonah Berger (author of Contagious: How Ideas Spread) will be presenting on how to create a Contagious Movement around Talent Programs on Wednesday, October 9 at 11:15amET. Learn more about decision making and social dynamics (e.g., social influence) and what makes ideas viral and products spread co... Read More

What Social Media Means for Leadership

By Jamie Notter /Co-Founder and Culture Consultant, Human Workplaces

Just about everyone has jumped on the social media bandwagon. Companies are falling over themselves to engage customers and stakeholders in social media spaces, for fear of missing out on the social media “revolution.” Indeed, marketing and PR have been permanently changed by social media. Tradi... Read More

How to Create a Culture That Rocks

By Jim Knight /Owner & Founder of Knight Speaker and former Sr. Director of Training & Development, Hard Rock International

This interactive session is effectively designed to highlight best practices to create and maintain a strong internal employee culture. Because of its successes – publically and internally – Jim Knight, former Sr. Director of Training & Development for Hard Rock International will use the viscer... Read More
Smart employers use stories to amplify the effectiveness of all aspects of their talent management and development process, including employer branding, new hire orientation, employee engagement, training, and coaching. Companies with great Employer Brands use stories to communicate what makes th... Read More

Evidence-Based Management and Development of Human Capital

By Haig Nalbantian /Senior Partner, Mercer, well-known authority on Human Capital Measurement and Management

Haig Nalbantian is Senior Partner and Founder/Leader of Mercer Workforce Sciences Institute Read More

Three Keys to Attracting & Recruiting Talent in the New Normal

By Jennifer McClure /CEO | Keynote Speaker | I help leaders build careers that they love & lives that matter, Unbridled Talent & DisruptHR

As the economy attempts to crawl out of recession and businesses begin to focus on growth and opportunity, recruiting leaders are faced with new challenges in regards to attracting and recruiting top talent in an increasing competitive environment. Whether your organization needs to cultivate a ... Read More

Leadership Sustainability: 7 Disciplines That Get Things Done

By David Ulrich /Speaker, Author, Professor, Thought Partner on HR, Leadership, and Organization, The RBL Group

David Ulrich and Norm Smallwood are Partners at The RBL Group Read More

Strategies for Attracting Top Talent (Recruitment Roundtable)

By BPI Admin /Speaker, Author, Professor, Thought Partner on HR, Leadership, and Organization, The RBL Group

With globalization and the growing economy, recruitment professionals have their hands full. What is impacting the demand on recruiting top talent? Nancy Zentis will share her experiences in creating strategies that provide an effective way to recruit the top talent to your organization. Learn how w... Read More
While organizational culture has been touted since the early 1990’s as essential for business success, there has been little connection between organizational culture and individual (employee – candidate) “fit”. We have found that having the knowledge of “who you are” and “who you are ... Read More
Bev Kaye is author of Love 'Em or Lose 'Em Suzy Walther is the Global Head of Career Development at Bloomberg. Bev Kaye and Suzy Walther walk through the business case at Bloomberg for Career Development and the how the program was designed. Read More

Building Leadership and Culture to Drive Growth at Broadridge Financial

By Valerie Norton /Chief People Officer, Habitat for Humanity International

Valerie Norton is VP of Talent Management and Acquisition at Broadridge Financial. Valerie shares strategies and models to build culture and leadership to drive growth. Read More

Organization Learning in Today’s Business Environment: Newell-Rubbermaid

By Brian Hults /Vice President of Organization and People Development

Brian Hults is Vice President Organization and People Development at Newell-Rubbermaid. Brian shares information on Newell-Rubbermaid's Learning Culture and Succession Planning. Read More
Having the knowledge of “who you are” and “who you are not” from a cultural perspective, can support the creation of an employment experience that is both authentic and congruent. By paying attention to congruence, alignment and fit, organizations can create an employment brand that will att... Read More

How To Prepare, Stage, and Deliver Winning Presentations

By Tom Leech /Author, Presentations Coach/Seminar Leader, Conference Speaker -- Tom Leech Winning Presentations, Thomas Leech & Associates

As a leader you are constantly giving presentations and making proposals. Recently, PowerPoint and other software programs are proving to be more hurtful that helpful. Excessive use of effects and complicated graphics are causing criticism amongst audience members. It is time to shift focus and use ... Read More

Open Leadership: How Social Technology Can Transform The Way You Lead

By Charlene Li /Named one of the 100 most creative people in business by Fast Company in 2010

New social technologies are popping up every day to allow us to connect and communicate in new ways. At the core, sites like Facebook are transforming the nature of relationships -- and with that, what it means to be a leader. That's because leadership has long been built on the concept of control -... Read More

Speaking in One Voice: Keys to Building Your Workforce Into an Army of Brand Champions

By Mike Schultz /President —Sales Training—Boston | Bogotá | Geneva | Johannesburg | London | Mumbai | Sydney | Toronto, RAIN Group

Imagine for a minute that everyone at your company can: •Describe the value you provide, •Differentiate your company from the rest, •Communicate with confidence that your company stands behind what it says, •Communicate to job candidates what’s special, attractive, and exciting about w... Read More

Developing Best Practice Recruitment Strategies

By Zachary Misko /Vice President, Workforce Strategy, KellyOCG

Now more than ever the ability to develop and deliver an effective recruitment strategy is imperative. Candidate lifestyles have changed dramatically over recent years and many companies are still behaving as though it is 1985. Candidates and people in general are on the go more than ever and using ... Read More

The New World of Bottoms-Up Marketing

By Paul Gillin /B2B Social Media Speaker, Adviser, Author and Trainer

Traditional marketing has been all about delivering a message for the top and spreading it through as many channels as possible. That worked well in an age when mass media dominated the communications landscape, but the world has changed. Today, messages began at the bottom and percolate up. The mas... Read More

Internet Marketing with Impact

By Stephanie Chandler /CEO: Nonfiction Authors Association | Helping authors, speakers & consultants become more profitable.

Are you leveraging the Internet to grow your business? Whether you want to reach customers in your own backyard or you want to span the globe, there are tremendous opportunities to leverage Internet marketing, social media and content to grow your business. Read More

LinkedIn – Seven Best Practices

By Viveka von Rosen /LinkedIn Expert & Author | International Keynote Speaker | Forbes Top 20 Most Influential | Digital Sales & Personal Branding Expert | Vengreso CVO

LinkedIn is the number one Business Social Networking tool available to business owners for two key reasons: its ability to exponentially grow your network through your connections, and a very sophisticated data mining search engine. These capabilities, combined with the other tools LinkedIn offers,... Read More

Guerrilla Selling: Overcoming Price Barriers

By Orvel Ray Wilson /Executive Speech Coach | Best-selling author | Guerrilla Marketing Speaker

Cutting your price just to win the sale is business suicide. If you cut your price by just 10%, you have to sell 40% more just to make up the difference. If you’re losing business to lower-priced competition, this webinar will arm you with unconventional weapons and tactics to win the price wars. ... Read More

Green Recruiting

By Lizz Pellet /VIce President of Felix Global

Creating a recognizable "green" brand – one that effectively translates into a clear recruiting message, conveying your green conscience – can translate into a significant cost savings. When it comes to brand identity, it is critical to look at the bigger picture, and as recruiting slows in ... Read More

Spirituality in Business

By Howard Martin /Executive Vice President, HeartMath LLC

Many leaders are talking about the importance of spirituality in business. While this trend is gaining popularity it is often difficult to know what this term actually means much less how to implement strategies that allows for an integration of spirituality into business practices and environments.... Read More

Social Networking: Quantity or Quality?

By Gordon Curtis /Executive and Corporate Growth Coach, Relationship Strategist, Author, Speaker

This interview by BPI’s Lou Carter with Gordon Curtis will reveal key insights from Gordon’s upcoming book. It is based on a social networking framework developed from the most highly productive of 1000s of on- and off-line introductions Gordon has facilitated and analyzed as a leading executive... Read More

Momentum Strategy: Brains for Growth

By Jean-Claude Larreche /Alfred H. Heineken Chaired Professor of Marketing, INSEAD

The fundamental driver of personal and business success is undoubtedly growth. In his new book on The Momentum Effect, “JC” Larreche has uncovered the mechanisms of efficient and sustainable growth, based on three research tracks involving hundred of corporations. His powerful and pragmatic road... Read More

Winning the War for Talent

By Diane Gayeski /Interim Dean of Graduate and Professional Studies, Ithaca College

By many accounts, the US workforce will have a shortage of about 14 million educated workers by 2020. That's not the end of the bad news. The high school dropout rate is increasing. Boomers are retiring in droves. And the most talented individuals don't even want traditional jobs anymore. Will you b... Read More
Baby boomers are beginning to retire and want to change the way they work. Our educational system isn't keeping up with our employment needs. One consequence of changing workforce demographics is that the competition for young, high potential employees is intensifying. To complicate the challenge, t... Read More

How To Attract Talent While Bolting the Back Door

By Paul Finkle /Executive Vice President - HR Practice Leader, The ABD Team

Hiring talented employees is arguably the most important job of management. When you have the right people in the right jobs, your business flourishes. Yet, companies must compete with fewer resources in an ever-tightening labor market. How do you become an employer of choice? What does it mean to e... Read More
While organizational culture has been touted since the early 1990’s as essential for business success, there has been little connection between culture and the employment branding process. We have found that having the knowledge of “who you are and who you are not” from a cultural perspective,... Read More

Leadership Brand: How to Build Customer Focused Leaders to Drive Performance and Build Lasting Value

By Norm Smallwood /Leadership, Organization Design and HR | Partner, Co-Founder, The RBL Group

You are invited to join Norm Smallwood for a LIVE 45 minute webinar in which he will describe two transitions that take the practice of leadership to the next level. Norm is a recognized authority in developing businesses and their leaders to deliver results and increase value. His current work r... Read More
Typical product differentiation is no longer sufficient to get your products noticed and to stand out from competition as many consumers, especially younger ones, look for a “perfect” fit between what they desire and what is available. Traditional advertising is not a source of information or tr... Read More