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39 Items

Branding

Members Only Building the Spectrum Health University (SH|U) Brand Case Study

Spectrum Health System is a not-for-profit, integrated, managed health care system based in Grand Rapids, Michigan. The system was created in 1997 and originally was comprised of the two largest hospitals in Grand Rapids, Butterworth and Blodgett. Through a series of mergers and acquisitions, Spectrum Health today is comprised of nine hospitals of varying sizes scattered throughout western Michigan. Spectrum Health employs 19,100 people, 1,500 of which are physicians, making it the largest employer in west Michigan.  This paper addresses branding, a Dimension within the Organize Quadrant of the CorpU 12 Dimensions of Corporate Learning.  Read More »
13 Jun 2013

Members Only AOL Case Study: Launching UnUniversity as an Un-Traditional Approach to Learning

America Online was the first Internet experience for many Americans, and at its peak had 30 million dial-up customers, down to 2.9 million today. It has gone through a number of well-publicized transformations, taking over Time Warner in a merger in 2000 and being spun off again as an independent company in 2009. Since 2009, AOL has been in “turnaround” mode, reinventing itself as a brand company. It owns such popular websites as the Huffington Post, TechCrunch, Moviefone, Engadget, Patch, Stylist, and MapQuest. In January 2011, the lowest-rated item on the Employee Engagement Survey was to the statement, “there ... Read More »
10 Jun 2013

Members Only Mars, Inc. Case Study: Business Outcomes Impacted by a New University Brand

The paradox of Mars, Inc., is that it is one of the best known but also one of the least-known companies in the world. Everyone knows its signature brands from M&Ms and Milky Ways to Uncle Ben’s Rice and Whiskas cat food. Founded by Frank C. Mars in 1911, Mars, Inc., is ranked by Forbes Magazine as the third-largest private company in the United States. Being private, it does not have to disclose much of anything, unlike its publicly traded competitors such as The Hershey Company. So beyond a few things that family-owned Mars chooses to make known ... Read More »
26 Apr 2013

Members Only A Corporate University Changes Pacific Rubiales' Culture (Video)

Pacific Rubiales Energy (PRE) is the biggest private oil company in Colombia and the one that has had the fastest growth among all country private business sectors.  The biggest challenge of the company soon became the need of keeping up with a demanding business growth strategy leveraged on the combination of three key elements: knowledge, talent, and opportunity.  Moving the company’s learning process from casual non-articulated training events to a learning strategy aligned with business objectives under a corporate curricula coordinated by a corporate university, was the main challenge they faced.  The resulting plan to convert the strategy into ... Watch Video »
21 Mar 2013

Members Only CorpU Webinar: World-Class Strategies for Future Success (Recording)

World-Class Strategies for Future Success Presenters Maria Grigorova and Robert Moffett from Mars, Incorporated, as they reveal how they reinvented the Mars University brand to better align and serve the changing business context and future ambition.   Today, Mars Incorporated's 70,000 worldwide associates are guided by the same Five Principles set by the family who founded the business in 1911.   The acquisition of chewing gum maker Wrigley by Mars led to a move from a regional to a global segment organization, while maintaining the strong healthy culture that enabled Mars to become one of the largest family-owned companies in ... Watch Video »
16 Jan 2013

Members Only CorpU Webinar: World-Class Strategies for Future Success (Slides)

World-Class Strategies for Future Success Presenters Maria Grigorova and Robert Moffett from Mars, Incorporated, as they reveal how they reinvented the Mars University brand to better align and serve the changing business context and future ambition.   Today, Mars Incorporated's 70,000 worldwide associates are guided by the same Five Principles set by the family who founded the business in 1911.   The acquisition of chewing gum maker Wrigley by Mars led to a move from a regional to a global segment organization, while maintaining the strong healthy culture that enabled Mars to become one of the largest family-owned companies in ... Read More »
16 Jan 2013

Members Only CorpU Webinar: Innovative Methods for Strengthening Brand and Recruitment (Recording)

Presenter Esra Ramazanogullari, (Turkcell Academy University  - Industry Collaborations) discussed how Turkcell, the third largest mobile phone operator in Europe, transformed its branding and recruitment culture to achieve breakthrough results. With 68 million subscribers in 9 countries, Turkcell is the only NYSE-listed Turkish company operating in a highly competitive market. The presenters will reveal the company's innovative branding campaign that helped raise its college student level ranking of the "Best Company to Work For" from #13 to #1 for two consecutive years. Here's an opportunity to benefit from their award-winning approach. Participants learned how to: Integrate recruitment and retention ... Watch Video »
5 Dec 2012

Members Only CorpU Webinar: Innovative Methods for Strengthening Brand and Recruitment (Slides)

Presenter Esra Ramazanogullari, (Turkcell Academy University  - Industry Collaborations) discussed how Turkcell, the third largest mobile phone operator in Europe, transformed its branding and recruitment culture to achieve breakthrough results. With 68 million subscribers in 9 countries, Turkcell is the only NYSE-listed Turkish company operating in a highly competitive market. The presenters will reveal the company's innovative branding campaign that helped raise its college student level ranking of the "Best Company to Work For" from #13 to #1 for two consecutive years. Here's an opportunity to benefit from their award-winning approach. Participants learned how to: Integrate recruitment and retention ... Read More »
5 Dec 2012

Learning and Development (L&D) Pops the Top for MillerCoors’ “Winning in Beer Sales Strategy” (Recording)

Through a joint venture in 2008 between SABMiller and Molson Coors, the Miller Brewing Company and Coors Brewing Company combined forces to compete more effectively in the US beer market.  Part of this journey included 32 General Managers developing a “GM Model creating essentially 32 different ways of doing just about everything.” By aligning the Commercial L&D strategies with corporate goals, MillerCoors focused on a few fundamental capabilities particularly in the areas of building customer preference and elevating brands implemented through Sales Playbook and Sales Academy initiatives.  At this webinar, participants learned details about the process, strategies and models ... Watch Video »
6 Sep 2012

Members Only Learning and Development (L&D) Pops the Top for MillerCoors’ “Winning in Beer Sales Strategy” (Slide Deck)

Through a joint venture in 2008 between SABMiller and Molson Coors, the Miller Brewing Company and Coors Brewing Company combined forces to compete more effectively in the US beer market.  Part of this journey included 32 General Managers developing a “GM Model creating essentially 32 different ways of doing just about everything.” By aligning the Commercial L&D strategies with corporate goals, MillerCoors focused on a few fundamental capabilities particularly in the areas of building customer preference and elevating brands implemented through Sales Playbook and Sales Academy initiatives.  At this webinar, participants learned details about the process, strategies and models ... Read More »
6 Sep 2012

Members Only Raytheon Case Study: Creating a Brand for Learning

Raytheon's Corporate Learning Unit, Global Talent Development and Learning (GTDL), is part of the Corporate Human Resources function. Its mission is to ensure the right people are in the right roles with the right capabilities at the right time to maximize individual potential and business value. Following a structural reorganization that moved the learning organization under Corporate Human Resources, GTDL determined that confusion existed about the identity of learning and development and that there was limited awareness of the resources and benefits of learning and development across the employee population of 75,000.  GTDL's communications leader put together ... Read More »
17 Apr 2012

McDonald’s in China Case Study: Branding the Newest Hamburger University to Increase Awareness and Support Aggressive Growth

Overview With aggressive growth intended for its market in China, McDonald's launched the seventh Hamburger University in China in order to develop local talent into future leaders to take on the challenge of rapid expansion. That commitment to provide the best-in-class training and career development opportunities to their employees is reflected in the University's tagline “Learning Today, Leading Tomorrow”. Using this tagline and a combination of multiple, complimentary communication strategies geared at brand awareness, the Hamburger University in China hoped to attract high performance learning professionals to work there, as well as to engage employees in China to ... Read More »
10 Apr 2012
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