Welcome to Brilliance@Work, a series of profiles about stellar collaboration professionals and their best practices at work.
Joe Pantigoso is Senior Director, Global Brand, SAP, where he is responsible for driving employee brand engagement and enablement across SAP worldwide.
Prior to joining enterprise software leader SAP, Joe was Managing Director at leading brand consultancy Landor, where he led his office to become one of the fastest growing in the firm’s global network.
Early in his career at JWT, a top-tier advertising firm, he led the development of award-winning global campaigns, harnessing the agency’s worldwide network to drive brand growth and sales.
Join Joe at the Advanced Learning Institute’s Strategic Internal Branding Conference, April 19-21 in Scottsdale, Arizona as he presents “Using Videos and Education to Increase Employee Brand Engagement and Build a Strong, Consistent Brand.”
In the meantime, read on to learn more about Joe and his insights on the power of branding.
Peggy L. Bieniek, ABC: What are you most interested in and speak most enthusiastically about?
Joe Pantigoso: Branding and communications. I love helping people leverage the power of words and images to engage audiences and realize their goals. Humans connect with stories and with color, shape and texture. We take the world in with our senses. That’s what branding is all about, leveraging visual and verbal elements to help businesses, organizations and brands better communicate and connect with their audiences. And when branding is done right, the audience benefits by having a more satisfying, and even a delightful, experience.
PB: What are some of your past and current projects that you are most proud of?
JP: For the past 5 years at SAP, I’ve been helping colleagues leverage the power of brand and branding to engage with audiences and grow our business.
With Marketing, the folks in the trenches creating many of our brand experiences, we’ve helped increase the number of Brand Champions as measured by a combination of brand commitment and brand knowledge tracked through an internal survey, showing that these colleagues have internalized fundamentals about our brand and feel committed to it.
And beyond Marketing, with our colleagues across other lines of business, we’ve increased the number of engagements with our brand content, reaching now about 20% of the company without a universally preferred communications platform, role-requirement or management mandate.
PB: How does a central messaging platform effectively align organizational communication?
JP: At SAP, our vision is to help the world run better and improve people’s lives. Our mission is to help our customers run at their best. We consistently say this, and it’s actually quite remarkable how top of mind it is with colleagues. If everyone knows “the ‘what’ we do” every day (our mission) and are inspired by “the ‘why’ we do it” (our vision), every action by every employee can align and drive to that goal.
PB: What will people gain from attending the Strategic Internal Branding Conference?
JP: It’s not easy getting a large, global company with various lines of business and geographies to deliver a consistent brand internally and externally. But when it comes to a company’s brand, inconsistency can undermine customer perception. And this fragmentation—lots of people putting their own spin on what the brand means and how it looks and sounds—can cause confusion and weaken one of the company’s most precious, business-driving assets.
Some organizations dream of carrying a big stick to enforce brand consistency, but that requires significant bandwidth, budget and enforcement power. Fortunately, there are other brand engagement approaches that can attract and inspire employees to create customer-centric, branded experiences. That’s what I intend to share.
PB: What is most important for people to understand from your conference presentation?
JP: That easy is the secret sauce. I’ve lived the pressures of meeting revenue targets. I know people don’t have time and are brain dead by the end of the day. I know I am. So my goal is to make it easy as I can for my colleagues to get our brand learning quickly so they can act on it to help them do their jobs. Innovations that we’ve developed like our 60-second videos that we call “Brand Tips in a Minute” have been well received by colleagues because of that. We designed them with easy in mind. And by the way, getting something easy is actually quite hard.
PB: What is your contact information for questions, comments, ideas?
JP: Please contact me via LinkedIn. I’d enjoy hearing from folks. https://www.linkedin.com/in/joepantigoso
Register for the Strategic Internal Branding Conference. Together we’ll learn about using authentic internal branding communications to create brand champions, build culture and engage employees to live and deliver on the brand promise.
Since I’m a conference supporter, just mention Starry Blue Brilliance when you register to receive a $200 discount. 🙂
Please share this information with your networks. The Twitter hashtag is #ALI_IntBranding.