Harriet Fagerholm Harriet Harriet Fagerholm COLLABORATIVE BRANDING COLLABORATIVE This book is about collaboration in internal branding as researched in the Mul- ti-Client Project, a learning community of managers from four large Finnish companies, learning process facilitators and students from Haaga-Helia, and BRANDINGCOLLABORATIVE BRANDING experts in leadership and branding. The main research question is: How can collaborative learning (PBL) support internal branding? In addition, I wanted to find out: What conditions affect internal branding? What phases are there in internal branding and what kind of knowledge creation is needed in each phase? The aim of this research is to create a learning model through which the corpo- rate brand is internalized and created in the organization. The learning model aims at actively engaging the employees in branding. The aim for the organi- zation is to increase commitment from employees, customers and other stake- holders to the brand. The findings demonstrate that collaborative branding opens up a new perspec- tive on branding. The forces affecting change in the network society indicate the need for adopting this new perspective on branding. This research provides a practical model for successful collaborative branding in organizations. The research increased the understanding of the complexity of branding by apply- ing action research to studying related concepts such as corporate strategy, knowledge creation and leadership. Harriet Fagerholm is a Senior Lecturer at Haaga-Helia University of Applied Sci- ences. Her teaching competence and research interest are in corporate brand- ing, internal branding and problem-based learning (PBL). HAAGA-HELIA ISSN 1796-7635 HAAGA-HELIA ISBN 978-952-5685-05-3 R&D-REPORTS 2/2007 Harriet Fagerholm COLLABORATIVE BRANDING HAAGA-HELIA 2007 Sales of the publication HAAGA-HELIA University of Applied Sciences Contact Centre tel. +358 9 2296 5244 n [email protected] © the author and HAAGA-HELIA University of Applied Sciences HAAGA-HELIA Publication Series R&D-reports 2/2007 This publication is protected by the Copyright Act (404/1961). Photocopying the publication is prohibited without a permit. More information about permits and their content will be provided by Kopiosto ry, www.kopiosto.fi. The digital copying or manipulation of the publication in full or in part is likewise prohibited. Publisher: HAAGA-HELIA University of Applied Sciences Sales of the publication: HAAGA-HELIA University of Applied Sciences Layout: Oy Graaf Ab/Jani Osolanus ISSN 1796-7635 ISBN 978-952-5685-37-4 (pdf) Edita Helsinki 2007 Contents Acknowledgements..................................................................................................... 5 Abstract ........................................................................................................................ 7 1 Introduction ........................................................................................................... 9 1.1 The Multi-Client Project ................................................................................ 10 1.2 Dimensions in the Multi-Client learning process ....................................... 13 1.3 Research problem ........................................................................................... 14 1.4 Research questions ......................................................................................... 16 2 Methods ................................................................................................................. 18 2.1 Assumptions ..................................................................................................... 18 2.2 Action research and data collection ............................................................ 18 2.3 Problem-based learning (PBL) in the Multi-Client process ...................... 21 2.4 Participatory observation and content analysis ........................................ 24 2.5 The role of the researcher ............................................................................. 25 3 Theory ...................................................................................................................... 28 3.1 Purpose of branding ...................................................................................... 28 3.2 From corporate branding to collaborative branding................................. 31 3.3 Phases and risks in internal branding .......................................................... 35 4 Findings: internal branding processes in MCP companies and learning process in MCP workshops..... 43 4.1 Company C ........................................................................................................ 43 4.1.1 Background of internal branding efforts and internal branding problem ........43 4.1.2 MCP workshop on branding and strategy ..................................................... 46 4.2 Company A ...................................................................................................... 54 4.2.1 Background of internal branding efforts and the internal branding problem .................................................................55 4.2.2 MCP workshop on branding and collaboration ............................................. 58 4.3 Company B ........................................................................................................ 68 4.3.1 Background of internal branding efforts and internal branding problem ....... 68 4.3.2 MCP workshop on Branding and Leadership ..................................................71 4.4 Company D ....................................................................................................... 78 4.4.1 Background of the internal branding efforts and the internal branding problem .................................................................78 4.4.2 MCP workshop on Branding and Leadership ................................................. 80 CONTENTS 3 5 Discussion ............................................................................................................. 86 5.1 Analysis of the internal branding challenges in MCP companies ........... 86 5.1.1 Company C ................................................................................................... 86 5.1.2 Company A .................................................................................................. 90 5.1.3 Company B .....................................................................................................92 5.1.4 Company D ....................................................................................................97 5.2 Creating the big picture in internal branding – emerging categories, themes and dimensions from the Multi-Client research process ........... 99 5.2.1 The nature of the brand................................................................................101 5.2.2 The creation of the brand .............................................................................106 5.2.3 The acting on the brand ...............................................................................107 5.3 Conclusions .....................................................................................................110 5.3.1 What are the different phases in internal branding? .....................................110 5.3.2 What conditions and risks are affecting collaborative branding? ..................116 5.3.3 How can collaborative learning (PBL) support internal branding? ................118 5.4 Reviewing the research process ..................................................................122 5.4.1 Further research opportunities .....................................................................126 Bibliography ..............................................................................................................128 Figure 1. Multi-Client project orientation chart ...........................................................12 Figure 2. Research dimensions in the Multi-Client project .......................................... 14 Figure 3. The data collection process in each company .............................................. 19 Figure 4. Key features of participatory action research ............................................... 24 Figure 5. Collaborative branding (adapted from Jakubik 2006) .................................. 34 Figure 6. Internal branding in a collaborative branding context .................................. 42 Figure 7. Internal branding challenges in company C ................................................. 89 Figure 8. Internal branding challenges in company A ................................................. 92 Figure 9. Internal branding challenges in company B .................................................. 96 Figure 10. Internal branding challenges in company D ................................................. 99 Figure 11. Emerging categories, themes and dimensions............................................ 100 Figure 12. Phases in collaborative branding ................................................................116 Figure 13. Internal branding process for collaborative branding ..................................121 CONTENTS 4 Acknowledgements ¢ For providing me with the idea to create a learning community for Multi-Client companies, I would like to thank the leadership experts from CLC (Center for Leading Competence Oy), Bo-Magnus Salenius and Camilla Sigfrids. For sharing responsibility, broadening the research area