What is Brand Engagement 360
Brand Engagement 360 Content for the ANA Knowledge Center
Topics on Brand Engagement 360
Brand Engagement 360 and the engagement market, including $176 billion Incentive, Rewards, and Recognition business, will be a topic of the half-day Brand Management Committee of the Association of National Advertisers. Live attendance is available to ANA members only.
This program kicks off the Enterprise Engagement Alliance’s participation in the ANA’s Knowledge Management Center in which the EEA will share a complete library and ongoing information on all facets of engaging stakeholders across the enterprise. This library will include the key tactics of engagement, including rewards, recognition, and experiences. “Advocates of people in business have tried for years to get to the C-suite with this message through human resources management and generally have not succeeded,” says Bruce Bolger, founder of the Enterprise Engagement Alliance. “Perhaps it’s time to focus on the stewards of every organization’s asset second only to its people: it’s brand.”
The EEA-ANA program is based in part on two EEA YouTube shows produced over the last two years: 1) Advertising and Marketing in the Era of Authenticity, with Matthew Della Croce, Chief Experience Officer, Allison Partners, a global marketing and communications company; Satish Korde, a brand strategy consultant and formerly CEO of GTB, and Allan Steinmetz, CEO, Founder of Inward Strategic Consulting, founded in 1998 and one of the first internal marketing agencies, discussing the opportunities and challenges for marketers and agencies in the new world of authenticity, and 2) on an EEA Brand Media Coalition YouTube Show: Got People: Is it time for an IRR Industry Outreach campaign. The EEA effort is overseen by a council of Engagement and Total Rewards solution providers and other contributors to be announced shortly designed to create a community of expert contributors in all areas of engagement who can work together to provide clients with expert, holistic solutions to engage people across the enterprise. Click here for a list of ANA corporate members and here for a list of solution provider members.
Brand Engagement 360, he says, is designed to address “a secret frustration of almost everyone in marketing—that people in sales, customer service, manufacturing, and Corporate Social Responsibility often fail to deliver the promises stakeholders requested in focus groups and that CMOs are asked to highlight in their campaigns and story-telling.” It is also for the majority of members of the Brand Management Committee and the ANA whose organizations have either already embarked on a Stakeholder Capitalism journey, are focused on helping other organizations do so, or who themselves use engagement services and reward experiences as part of their stakeholder engagement processes. Brand Engagement 360 principles align with 10 of the 12 elements of the ANA growth agenda: Brand Purpose/Brands for Humans; Brand Marketing Innovation; Measurement and Accountability; Data Analytics and Technology; Privacy, Advocacy and Self-Regulation; Talent, Leadership Development; Marketing and Agency Organizational Management; Academic Next-Gen Marketers; Brand Safety and Fraud; Global Sustainability; Diversity, Equity, and Inclusion.”
The presenter at the upcoming Brand Management committee meeting is Bruce Bolger, Founder, Enterprise Engagement Alliance, who will speak on Stakeholder Capitalism and implementation and the overall $500 billion Stakeholder Engagement marketplace, including the $176 billion Incentive, Rewards, and Recognition market.
Explains Bolger, “Organizations of all sizes are under increasing pressure from investors, customers, employees, and communities to focus on delivering their promises to all their stakeholders, including the environment, in addition to shareholders. This session is for anyone in marketing on the client or agency side seeking new ways to help enhance brand equity, sales, and loyalty by addressing the interests of all stakeholders, not only shareholders in external and internal marketing, but also by providing Enterprise Engagement technologies, brands, travel experiences, and engagement services to the $500 billion engagement marketplace. They need a system that holistically addresses all that organizations already do to enhance performance and experiences.”
He continues, “This program is for both ANA client and marketing solution members who subscribe to the holistic, stakeholder-focused principles of business leaders such as Richard Branson of Virgin Group, who not only is dedicated to enhancing his own company’s own brand and performance by engaging all stakeholders in a common purpose but has created a business helping other organizations do the same. Brand Engagement 360 is based on nearly 40 years of academic research on what is known as Stakeholder Theory or Stakeholder Engagement, and is the theory behind Stakeholder Capitalism. Much of the implementation processes mirror those of Total Quality Management—a CEO-led strategic and systematic approach to business management that aligns the interests of all stakeholders toward a common purpose. This is a big opportunity for CMOs and their agencies to add significant value to their organizations and fill a serious brand leadership void.”
During the live program, Bolger will offer an overview of information covered in detail in the EEA Brand Engagement 360 library available to ANA members throughout the year:
· What is the difference between ESG, Stakeholder Capitalism, and Woke Capitalism, and what this has to do with brand equity, marketing, and sales.
· The forces driving ESG and Stakeholder Capitalism and why the confusion with Woke Capitalism will soon end.
· Quick overview of the historical basis for stakeholder engagement.
· The link between stakeholder thinking, marketing and brand equity.
· What is Brand Engagement 360 and how it is measured.
· What are the tools of Brand Engagement 360?
· Who’s in charge?
· That potential role of marketing and agencies and what’s holding them back.
· The role of little-known Enterprise Engagement technology.
· Quick overview of implementation process.
· What is the $500 billion engagement business, including $176 billion Incentive, Rewards, and Recognition market, and what this has to do with Brand Engagement 360.
Because so many brands, retailers, and travel services are looking for new growth opportunities, Bolger will also cover:
· An overview of the company’s corporate gifting services in the Incentive, Rewards, and Recognition (IRR) market.
· The size and scope of the business.
· How it differs from retail.
· What types of marketing benefits are provided by being in this business in addition to incremental sales.
· How does CWA market the service in a way that doesn’t conflict with retail.
This live education program is part of the Enterprise Engagement Alliance’s participation in the ANA Knowledge Center program for ANA client and marketing solution members interested in the increasingly popular stakeholder-focused principles of business leaders such as Richard Branson of Virgin Group, who not only is dedicated to enhancing his own company’s organization brand and performance by engaging all stakeholders in a common purpose but has created a business helping other organizations do the same. Brand Engagement 360 is based on 40 years of academic research on what is known as Stakeholder Theory, Stakeholder Engagement, and is the theory behind Stakeholder Capitalism. Much of the implementation processes mirror those of Total Quality Management—a CEO-led strategic and systematic approach to business management that aligns the interests of all stakeholders toward a common purpose.
1. The Principles of Brand Engagement 360. What is the definition and academic theory behind brand architecture that equally embraces all stakeholders? How does this differ from sustainability, CSR, DEI? This will include access to a library of resources.
2. Implementation practices for Brand Engagement 360. A step-by-step guide for rapid, nondisruptive implementation more effectively aligning practices already in place.
3. Stakeholder Engagement economics. How can stakeholder engagement be measured in practical terms that be related to economic outcomes, stakeholder experiences, and greater marketing efficiency.
3. Holistic marketing. How to extend the brand purpose and story across the enterprise to align stakeholder interests toward common goals and objectives. How to budget for Stakeholder Engagement and measure ROI. How to start helping and stop selling through stakeholder-focused communications.
4. Sustainability reporting. The competitive benefits of publishing Sustainability Reports and what’s involved.
4. How to enhance efficiency and experiences through stakeholder engagement practices. Learn how to profit from strategies proven in total quality management to achieve better results when aligned toward common purpose: brand architecture, business and talent development, assessment and feedback, communications, learning, loyalty, rewards and recognition, brand experiences, safety and wellness, DEI, technology, human capital measurement and reporting.
5. The new IRR business opportunity for agencies and desirable brands. Learn how cutting-edge agencies and brands from Citizen Watch to Virgin Group profit from the $500 billion market for engagement services, including $176 billion for tangible rewards and incentive travel.
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Education, Certifications, and Information to Activate
Brand Media and Enterprise Engagement
A complete learning, certification, and information program and a course syllabus for educators.
Resources: The Brand Media Coalition, the only guide to the story-telling power of brands and where to source them for business, event, promotional gifting, and rewards and recognition. Enterprise Engagement Solution Provider Directory. The only directory of engagement solution providers covering all types of agencies and tactics as well as insights on how to select them.
Communities: The Enterprise Engagement Alliance and Advocate and the Brand Media Coalition free resource centers offering access to the latest research, news, and case studies; discounts, promotions, referrals, and commissions, when appropriate to third-party solution providers from participating coalition solution provider members.
Training and Certification
Enterprise Engagement Alliance Education: Certified Engagement Practitioner; Advanced Engaged Practitioner, and Certified Engagement Solution Provider learning and certification programs on how to implement Stakeholder Capitalism principles at the tactical level.
International Center for Enterprise Engagement: The only training and certification program for ISO 30414 human capital reporting and ISO 10018 quality people management certification.
The EEA offers a complimentary course syllabus for educators.
This is the definitive implementation guide to Stakeholder Capitalism, written specifically to provide CEOs and their leadership teams a concise overview of the framework, economics, and implementation process of a CEO-led strategic and systematic approach to achieving success through people. (123 pages, $15.99)
The first and most comprehensive book on Enterprise Engagement and the new ISO 9001 and ISO 10018 quality people management standards. Includes 36 chapters detailing how to better integrate and align engagement efforts across the enterprise. (312 pages, $36.)
10-minute short course: click here for a 10-minute introduction to Enterprise Engagement and ISO standards from the Coggno.com learning platform.
• The Engagement Agency at EngagementAgency.net, offering: complete support services for employers, solution providers, and technology firms seeking to profit from formal engagement practices for themselves or their clients, including Brand and Capability audits for solution providers to make sure their products and services are up to date.
• C-Suite Advisory Service—Education of boards, investors, and C-suite executives on the economics, framework, and implementation processes of Enterprise Engagement.
• Speakers Bureau—Select the right speaker on any aspect of engagement for your next event.
• Mergers and Acquisitions. The Engagement Agency’s Mergers and Acquisition group is aware of multiple companies seeking to purchase firms in the engagement field. Contact Michael Mazer in confidence if your company is potentially for sale at 303-320-3777.
Enterprise Engagement Benchmark Tools: The Enterprise Engagement Alliance offers three tools to help organizations profit from Engagement. Click here to access the tools.
• ROI of Engagement Calculator. Use this tool to determine the potential return-on-investment of an engagement strategy.
• EE Benchmark Indicator. Confidentially benchmark your organization’s Enterprise Engagement practices against organizations and best practices.
• Compare Your Company’s Level of Engagement. Quickly compare your organization’s level of engagement to those of others based on the same criteria as the EEA’s Engaged Company Stock Index.
• Gauge Your Personal Level of Engagement. This survey, donated by Horsepower, enables individuals to gauge their own personal levels of engagement.
For more information, contact Bruce Bolger at Bolger@TheEEA.org, 914-591-7600, ext. 230.