Perhaps you’ve heard of IDG, and perhaps not. According to its website, right here, “IDG is the number one tech media company in the world.”
And, if you take a look at the nomenclature of that url, you know IDG knows something about tech that we don’t!
Just as with all companies, IDG had to grapple with its misalignment of brand culture. It’s something we’ve addressed for awhile now on The Heart of Marketing, and it’s a topic that John Gregory Olson and I, Jayme Soulati, will continue to dissect. There’s way too much podder (that’s podcast fodder) for us not to. At the bottom you can find some of our other episodes on the topic.
About IDG Brand Culture
IDG looked across its corporation and saw way too many silos. Customers knew one specific product solution, but had no idea about others the company offered. There was splintered messaging, employees were uninformed, there was no chief marketing officer at the helm, and a series of other ‘nots.’ It was time to take action, and how did IDG do so on a global platform? Probably with intricate strategy and planning! The rollout took more than a year, and IDG turned to some very key stakeholders — employees.
The company took a grassroots approach with employees to launch a brand culture revamp. Brand ambassadors were its secret sauce, and these people were not from the marketing department. The brand ambassadors were authentic, and became authentic influencers, too.
This is a perfect example that a company can’t be too large and still need to align brand culture with mission, people, vision, customer, and values. Right?
Show notes and Resources