Living The Brand Wie Glaubwürdigkeit entsteht

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1 Living The Brand Wie Glaubwürdigkeit entsteht Das globale Kommunikationsnetzwerk der BASF Kommunikation mit der Autobranche Ulrich Nies BASF Aktiengesellschaft 1 Living The Brand BASF The Chemical Company Umsatz 2005: Millionen Ergebnis der Betriebstätigkeit (EBIT) 2005: Millionen Mitarbeiter (zum Jahresende 2005): Das weltweit führende Chemieunternehmen Unser Portfolio umfasst Chemikalien, Kunststoffe, Veredlungsprodukte, Pflanzenschutzmittel und Feinchemikalien sowie Erdöl und Erdgas d 1

2 Living The Brand Communications Framework der BASF Eine globale Netzwerk-Organisation der Kommunikateure Professionelles Arbeiten im Team Klar definierte Rollen und Zuständigkeiten Lokale, regionale und globale Sichtweisen bestehen nebeneinander Verpflichtung auf gemeinsame Ziele 3 Living the Brand Communications Framework Organigramm Vorstand ZOA Leiter Regionale Kommunikation Competence Center Operative Einheit BASF-Tochter GBU RBU BC Communications Community BASF-Standort d 2

3 Living the Brand Elemente des Communications Framework Gemeinsame Verpflichtung Prinzipien, auf die sich die Communications Community verpflichtet (z.b. Grundwerte und Leitlinien) Ziele Gemeinsame Ziele für Communications Community von operativen Einheiten und ZOA Policies Vom Vorstand verabschiedet - verpflichtend Leitlinien Vom Communications Leadership Team verabschiedet (z.b. Krisenkommunikation) - empfohlen Instrumente Vorlagen zur Unterstützung der täglichen Arbeit 5 Living the Brand Elemente des Communications Framework Unser Joint Commitment Prinzipien, auf die sich die Communications Community verpflichtet Professional Prioritize Strategy 2015, Values and Principles Communications Verbund Transnational Communications excellence Qualified and motivated professionals d 3

4 Living the Brand Eckpfeiler des Unternehmenserfolgs BASF Gruppe Vision Grundwerte und Leitlinien Aufbau- organisation Führungs- kompass BASF 2015 Menschen und Organisation Erfolge Wirtschaftlich Innovation weitere Führungskräfte und Mitarbeiter Entscheidungs- und Führungsabläufe ufe 7 Example: Automotive Communication Community d 4

5 Establish BASF s position within the automotive industry through a One Company Approach which is defined by a Set of Key Messages jointly utilized across all business divisions and regions. 9 Communication 2004 Starting Internal Automotive Platform Intranet Online since June 2004 Offering tools & information Contacts Standard Presentations Key Messages List of Automotive Events Market Data, infos, statistics Links Picture database Success stories, Press releases Updated constantly d 5

6 Communication 2004 Starting Internal Internal Communication - Series of Articles Back Constant publication of Automotive articles Communicate BASF s cross-divisional Automotive Approach Make aware of BASF s solutions for the Automotive industry Topics: Partnership with VW Mexico GASC Automotive Intranet Virtual Car GKAT Profiles Intensive activities in all regions: Asia, NAFTA, Europe Media used are e.g. BASF Information and Intranet in all regions, Newsletters, Euroscope, Coatings Partner, Presentations etc. 11 Communication - Status 2003/ d 6

7 Communication 2004 Going External (Examples) Corporate Image Film Annual Report 2003 Back 13 Communication 2004 Going External (Examples) Corporate Advertising Virtual Car Back d 7

8 Joint Positioning Statement Every contact with the Automotive Industry is now a committment to Automotive Solutions Performance Passion Success 15 BASF Brand Platform A Top Down Process Brand Positioning As the leader in the chemical industry, BASF opens up potential for success together with its partners. To this end, BASF develops and maintains partnerships that are characterized by mutual trust and respect. BASF helps shape the future successfully and sustainably by means of intelligent solutions Brand Vision The world s leading Chemical Company Brand Mission We help to shape the future by means of intelligent solutions New New BASF Brand Values and Topics Matrix d 8

9 Position and differentiate BASF within the Automotive Industry Positioning based on BASF Brand Values and Topics Matrix Brand Values Pioneering The way we think. Professional The way we act. Passionate The way we feel. Brand Topics Innovation Relationship Sustainability Intelligent solutions Joint development platforms Zero headaches sustainable solutions Efficient Innovation Mgmt. Tools Reliable, high quality Fast and efficient technical service, Joint project teams Tailor-made tech. support Environmental performance Speed of development Reliability Mutual trust High flexibility Long time trust and acceptance 17 To be used in every Communication Material Automotive solutions in the Logo Square Performance Passion Success in the Banderole d 9

10 Automotive Internet Site: The automotive website will demonstrate BASF s competence to supply intelligent solutions for all assembly groups of the car: Powertrain & Chassis Interior Exterior Electronics Environment Specials 19 Automotive Internet Site: All articles covering application highlights will focus on customer benefit: d 10

11 Automotive Internet Site: Flash animations will provide an innovative way to navigate through the solutions by main assembly groups: 21 We help BASF s Automotive Community to be more successful d 11

12 Toyota Event 2005 Back 23 BASF Automotive Solutions. Performance Passion Success d 12

13 BASF Automotive Solutions. Solutions. Performance Passion Success 25 BASF Automotive Solutions. Solutions. Performance Passion Success d 13