analyse og udvikling af Andersen & Bjørnskovs corporate identity

191 Pages·2005·8.65 MB·English

At Skabe
en Fireball
– analyse og udvikling af
Andersen & Bjørnskovs
corporate identity
Cand.ling.merc.-speciale
Forfattere: Hanne Kristine Larsen & Marie Hundevad
Handelshøjskolen i København | Engelsk Institut | 2005
At Skabe en Fireball

En fireball er den klareste stjerne på himmelen. En fireball er den
højeste mand i mængden. En fireball er det man ikke kan undgå
at lægge mærke til, og det man absolut må have fingrene i.
Begrebets ophavsmand hedder Anthony Aconis, og er den
etablerede brandinghobs ukronede provokatør. I bogen Fire-
ball – et opgør med branding, er Aconis’ hovedbudskab, at
vi har brandet os ihjel - at branding er død - og at man der-
for må ty til andre midler, hvis man vil skabe et navn for sig
selv og sit produkt. Man må fireballe – brænde igennem i sit
marked og skabe et navn eller et produkt, der er så uimod-
ståeligt, at alle vil have det. Man gør det ved at leve sit løfte,
ikke kun fortælle om det. Hvis man har lovet sin målgruppe
at være den virksomhed, der får talenterne frem, må man
gøre netop det. Det handler om alt, lige fra hjemmesiden, der
fortæller om talentudvikling, kontormøblerne der er designet
af håbefulde unge talenter, og kurserne man udbyder for at
samle eller styrke talenter. Man fortæller ikke kun historien,
men lader driften assistere sig i fortællingen. Man lader drift-
en holde løftet til markedet.
I vores speciale har vi taget fat i virksomheden, der har lovet sit
marked at få talenterne frem. Den hedder Andersen & Bjørns-
kov. Vi har lovet at hjælpe dem med at blive en fireball – lade
alt hvad de rører ved fortælle markedet, at de er virksomheden,
der får talenterne frem. Vores mål er at hjælpe dem med
at brænde igennem i deres marked – at blive en uimodståelig
fireball. Den klareste stjerne på himmelen.
AT SKABE EN FIREBALL EXECUTIVE SUMMARY
- analyse og udvikling af Andersen & Bjørnskovs corporate identity

THE CREATION OF A FIREBALL
- analysis and development of Andersen & Bjørnskov’s corporate identity

The creation of a fireball implies a knowledgeable organisation that takes a stand on its own behaviour,
its market and its stakeholders. The aim is to get home the kind of enthusiasm that induces a strong
desire with the stakeholders. The means through which such enthusiasm is achieved is defined by a
creative and insightful approach to communications, products and service concepts. These two
emotional values are essential to the organization’s ability to offer holistic experiences, which are key
to stakeholder satisfaction and preference.
To the extent that the organization appreciates the value of providing holistic experiences,
the creation of a fireball becomes possible. Therefore, the fireballing ideology prescribes the
organisation’s holistic approach to three core aspects which are all interrelated, namely product,
branding and identity.

With the application of the fireballing ideology to Andersen & Bjørnskov, the present dissertation takes
its starting point in the organization’s former website. The website is mainly perceived as a product
presentation, lacking clear communication of coherence in spite of interesting products. From the
website’s incoherence it is inferred that the organisation lacks a corporate identity, and thus fails to
make clear, to internal as well as external stakeholders, why Andersen & Bjørnskov should be their
preferred choice. Such inference may be drawn from the fact that a website per se is an organization’s
virtual identity, making an incoherent website the reflection of an incoherent organization. Translated
into a fireballing-ideological perspective, this leaves two of the above core aspects to be dealt with;
branding and identity, which are thus the points of concentration for the present dissertation. Andersen
& Bjørnskov’s neglect of branding- and identity-related issues may be explained by an absent
management, which is seen to have a negative impact on the organisational environment. For this
reason, the purpose of the dissertation is to draw up a communications plan, to help the organisation
focus, cohere and ultimately become a fireball.

The holistic approach that fireballing invokes, is also present in the methodological foundation of this
dissertation, and sets the interpretive framework for the analysis of Andersen & Bjørnskov’s corporate
identity. Such framework also allows for the qualified choice of literature, based on which a “branding
trinity” has been formed. Apart from the fireballing ideology, this trinity includes holistic branding theory
and storytelling; the means through which Andersen & Bjørnskov is able to achieve coherence in
products, branding and identity.

For the purpose of identifying the core of the organisational incoherence, the present dissertation
includes a situational analysis, outlining the organisation’s internal and external environments. The
analysis has confirmed the preliminary assumption that Andersen & Bjørnskov is facing communicative
problems. This leads to the conclusion that the organisation must act to improve the dysfunctional
aspects that hinder the making of a fireball. However, although the outlined communications plan may
add momentary coherence, Andersen & Bjørnskov will see itself challenged by the dynamic and
adaptability of their potential fireball that continuously adjusts itself to new situations. In that the
incoherence is rooted in the organisation’s lack of management, a true fireball is not an option until this
fundamental problem is solved. Therefore, Andersen & Bjørnskov needs to take a stand on their
identity and decide to not let contingency be its guide. Becoming a fireball implies no compromises.
AT SKABE EN FIREBALL INDHOLDSFORTEGNELSE
- analyse og udvikling af Andersen & Bjørnskovs corporate identity

I
N D H O L D S F O R T E G N E L S E
Executive summary

Indholdsfortegnelse.........................................................................................................................................1
Figuroversigt....................................................................................................................................................5
Bilagsoversigt..................................................................................................................................................6
Forord..............................................................................................................................................................7

D A
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INDLEDNING OG PROBLEMFORMULERING........................................................8

KAPITEL 1: INDLEDNING...................................................................................................................................9
1.2 Definition af problemfelt.....................................................................................................10
1.3 Formål................................................................................................................................10

KAPITEL 2: PROBLEMFORMULERING...............................................................................................................12
2.1 Specialets struktur.............................................................................................................12
2.2 Afgrænsning......................................................................................................................13
2.3 Forklaring og diskussion af centrale begreber...................................................................14
2.3.1 Andersen & Bjørnskov som virksomhedstype................................................14
2.3.1.1 Den lille virksomhed...............................................................14
2.3.1.2 Virksomhedskultur..................................................................15
2.3.2 Andersen & Bjørnskovs målgruppe................................................................16
2.3.3 Specialets målgruppe.....................................................................................17
2.3.4 Sprogbrug.......................................................................................................17
2.3.4.1 Fireballing...............................................................................17
2.3.4.2 Storytelling..............................................................................18

KAPITEL 3: METODISK GRUNDLAG..................................................................................................................19
3.1 Indledende overvejelser.....................................................................................................19
3.2 Den lille virksomhed og metode.........................................................................................19
3.3 Videnskabsbegrebet..........................................................................................................20
3.4 Metodisk grundlag.............................................................................................................21
3.4.1 Arbnor & Bjerke...............................................................................................21
3.4.2 Deetz...............................................................................................................22
3.4.3 Videnskabsteoretisk fusion.............................................................................24
3.4.3.1 Interpretive studies – den fortolkende diskurs........................25
3.4.3.2 Normative studies – den normative diskurs...........................25
3.5 På tværs af skoler..............................................................................................................26
3.5.1 Pluralisme på flere plan..................................................................................27
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AT SKABE EN FIREBALL INDHOLDSFORTEGNELSE
- analyse og udvikling af Andersen & Bjørnskovs corporate identity

D B
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TEORETISK LITTERATURGENNEMGANG OG –DISKUSSION......................28

KAPITEL 4: VALG AF TEORI............................................................................................................................29

KAPITEL 5: BRANDING...................................................................................................................................30
5.1 Brandings udvikling gennem tiden.....................................................................................30
5.1.1 Product branding.............................................................................................30
5.1.2 Corporate branding.........................................................................................31
5.1.3 Den anden bølge af corporate branding.........................................................32
5.2 Holistisk branding..............................................................................................................33
5.2.1 Corporate identity............................................................................................34
5.3 Fusionsbranding................................................................................................................36
5.3.1 Fireballing.......................................................................................................36
5.3.1.1 SEC-modellen........................................................................37
5.3.1.2 Udfordringen i at fireballe.......................................................39
5.4 Sammenfatning..................................................................................................................39

KAPITEL 6: STORYTELLING............................................................................................................................41
6.1 Storytelling.........................................................................................................................41
6.1.2. Story + Telling = Storytelling..........................................................................42
6.1.2.1 Storytelling som branding-begreb..........................................44
6.1.2.2 Storytelling som kommunikationsværktøj...............................45
6.2 Sammenfatning – Den hellige branding-treenighed..........................................................46

KAPITEL 7: KOMMUNIKATIONSPLANLÆGNING.................................................................................................48
7.1 Kommunikationsplanlægning som værktøj........................................................................48
7.1.1 Situationsanalysen..........................................................................................50

D C
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EMPIRISK UNDERSØGELSE...................................................................................51

KAPITEL 8: INDSAMLING OG FORTOLKNING AF DATA........................................................................................52

KAPITEL 9: VALG AF METODE.........................................................................................................................53
9.1 Kvantitativ metode.............................................................................................................53
9.2 Udviklingen i kvalitativ forskning........................................................................................53
9.3 Komplementaritet...............................................................................................................55

KAPITEL 10: UNDERSØGELSESBESKRIVELSE..................................................................................................56
10.1 Udformningen af de interne interviews............................................................................56
10.1.1 Tematisering.................................................................................................57
10.1.1.1 Undersøgelsens indhold.......................................................57
10.1.1.2 Undersøgelsens formål........................................................57
10.1.2 Design...........................................................................................................57
10.1.2.1 Indsamling af information.....................................................57
10.1.2.2 Etiske overvejelser...............................................................58
10.1.3 Interviewgennemførelse................................................................................58
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AT SKABE EN FIREBALL INDHOLDSFORTEGNELSE
- analyse og udvikling af Andersen & Bjørnskovs corporate identity

10.1.3.1 Udvælgelse af respondenter................................................59
10.1.3.2 Rammerne for interviewene.................................................59
10.1.3.3 Interviewguide......................................................................59
10.1.3.4 Vurdering af interviewenes kvalitet.......................................59
10.1.4 Transskribering.............................................................................................59
10.2 Udformningen af de eksterne spørgeskemaer................................................................60
10.2.1 Rammerne for spørgeskemaerne.................................................................60
10.2.1.1 Tematisering.........................................................................60
10.2.1.2 Spørgsmålsformulering og –design......................................60
10.3 Behandling af resultater...................................................................................................60
10.4 Sammenfatning................................................................................................................61

KAPITEL 11: SITUATIONSANALYSE.................................................................................................................62
11.1 Situationsanalysens forskellige faser...............................................................................62
11.1.1 Andersen & Bjørnskovs interne miljø............................................................62
11.1.2 Andersen & Bjørnskovs eksterne miljø.........................................................63
11.2 Situationsanalyse 1 – Andersen & Bjørnskovs interne miljø...........................................63
11.2.1 Kommunikationen internt i virksomheden.....................................................63
11.2.1.1 Kommunikationen mellem partnerne....................................64
11.2.1.2 Ledelseskommunikation.......................................................67
11.2.1.3 Kommunikationen mellem partner og medarbejder.............68
11.2.1.4 Kommunikationskanalerne i virksomheden..........................71
11.2.2 Storytelling....................................................................................................72
11.2.2.1 Værdigrundlag......................................................................75
11.2.2.2 Kommunikation af virksomhedens vision/mission................77
11.2.2.3 Det fysiske miljø...................................................................78
11.2.3 Sammenfatning.............................................................................................79
11.3 Situationsanalyse 2 – Andersen & Bjørnskovs eksterne miljø.........................................80
11.3.1 Markedets udvikling......................................................................................80
11.3.1.1 Brancheforeningen...............................................................81
11.3.2 Andersen & Bjørnskovs position på markedet..............................................82
11.3.2.1 Ejerskab af ord – et opgør med overeksponering................82
11.3.3 Kommunikationen med de eksterne interessenter........................................84
11.3.3.1 Kontaktpunkter.....................................................................85
11.3.3.2 www.aogb.com.....................................................................86
11.3.3.3 Vurdering af hjemmesiden...................................................87
11.3.3.4 Hjemmesidens forandring....................................................89
11.3.3.5 Kommunikation af virksomhedens vision/mission................91
11.3.4 Konkurrenceforhold.......................................................................................92
11.3.4.1 Andersen & Bjørnskov og Google........................................94
11.3.5 Kommunikation af virksomhedens produkter................................................95
11.3.5.1 Identitetsbærende produkter................................................95
11.3.5.2 Profilering af messerne........................................................95
11.3.5.3 Profilering af de øvrige produkter.........................................96
11.3.6 Sammenfatning.............................................................................................98
11.4 SEC-modellen: Målet for kommunikationen....................................................................98
11.4.1Strengthen.....................................................................................................98
11.4.2 Eliminate.......................................................................................................99
11.4.3 Create.........................................................................................................100
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AT SKABE EN FIREBALL INDHOLDSFORTEGNELSE
- analyse og udvikling af Andersen & Bjørnskovs corporate identity

D D
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KOMMUNIKATIONSPLAN FOR DET NY ANDERSEN & BJØRNSKOV....101

KAPITEL 12: KOMMUNIKATIONSPLAN............................................................................................................102
12.1 Overordnet budskab......................................................................................................102
12.2 Andersen & Bjørnskovs målgrupper og relaterede delmål for kommunikationen..........102
12.3 Kommunikationstaktik – midler til aktualisering af planen.............................................103
12.3.1Hjemmesiden ..............................................................................................103
12.3.1.1Kernefortællingen................................................................103
12.3.1.2 Vision/Mission....................................................................103
12.3.1.3 ”A&B Værdierne”................................................................104
12.3.1.4 Succeshistorier...................................................................104
12.3.1.5 ”Siden er underopbygning”.................................................104
12.3.1.6 Brancheforeningen.............................................................104
12.3.1.7 Ejerskab af ord - ”Aktiv Læring”..........................................105
12.3.2 ”A&B Værdierne” - Værdihæftet..................................................................105
12.3.3 Det fysiske miljø..........................................................................................105
12.3.4 Kontaktpunkter............................................................................................105
12.3.5 Konferencen Leaders in Scandinavia.........................................................106
12.4 Tidsplan.........................................................................................................................106
12.5 Evaluering......................................................................................................................106

D E
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KONKLUSION............................................................................................................108

KAPITEL 13: KONKLUSION...........................................................................................................................109

KAPITEL 14: PERSPEKTIVERING...................................................................................................................111

LITTERATURLISTE........................................................................................................................................112

BILAG

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AT SKABE EN FIREBALL FIGUROVERSIGT
- analyse og udvikling af Andersen & Bjørnskovs corporate identity

F
I G U R O V E R S I G T
Figur 2.1: Specialets struktur...................................................................................................................
Figur 3.1: Hermeneutisk systemteori.......................................................................................................
Figur 3.2: Contrasting Dimensions from the Metatheory of Representational Practices.........................
Figur 3.3: Videnskabsteoretisk fusion......................................................................................................
Figur 5.1: Fra første til anden bølge af corporate branding (Bilag 4).......................................................
Figur 5.2: Brandings udvikling gennem tiden...........................................................................................
Figur 5.3: HSP - Holistic Selling Proposition............................................................................................
Figur 5.4: Personificeringen af virksomheden..........................................................................................
Figur 5.5: SEC-modellen..........................................................................................................................
Figur 6.1: StorytellingPyramiden..............................................................................................................
Figur 6.2: EventyrModellen......................................................................................................................
Figur 6.3: Brandets Træ...........................................................................................................................
Figur 6.4: Hjertemodellen.........................................................................................................................
Figur 7.1: Kommunikationsplanlægning (Bilag 5)....................................................................................
Figur 10.1: Interviewundersøgelsens syv stadier.......................................................................................
Figur 11.1: Andersen & Bjørnskovs EventyrModel....................................................................................
Figur 11.2: Negative tendenser i markedet................................................................................................
Figur 11.3: Navneværdi.............................................................................................................................

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AT SKABE EN FIREBALL BILAGSOVERSIGT
- analyse og udvikling af Andersen & Bjørnskovs corporate identity

B
I L A G S O V E R S I G T
Bilag 1: Redegørelse for indhold..........................................................................................................
Bilag 2: Invitation til Faglig Fredag, CBS..............................................................................................
Bilag 3: Mail-korrespondance med Aconis...........................................................................................
Bilag 4: Figur 5.1; Fra første til anden bølge af corporate branding.....................................................
Bilag 5: Figur 7.1; Kommunikationsplanlægning .................................................................................
Bilag 6: Torsdagsforelæsning, ASB......................................................................................................
Bilag 7: Forskningsspørgsmål til interviews..........................................................................................
Bilag 8: Interviewguide..........................................................................................................................
Bilag 9: Lydfiler (Interne interviews samt interview med Anthony Aconis, CD)....................................
Bilag 10: Forskningsspørgsmål til spørgeskema....................................................................................
Bilag 11: Tilfredshedsundersøgelse.......................................................................................................
Bilag 12: SWOT-analyse........................................................................................................................
Bilag 13: Skærmprint fra den gamle hjemmeside...................................................................................
Bilag 14: Usability-analyse af www.aogb.com........................................................................................
Bilag 15: En hjemmesides troværdighed................................................................................................
Bilag 16: Skærmprint fra den nye hjemmeside, ”Aktiv Læring”..............................................................
Bilag 17: Kernefortællingen....................................................................................................................
Bilag 18: Andersen & Bjørnskovs vision/mission....................................................................................
Bilag 19: Værdihæfte..............................................................................................................................
Bilag 20: Profilark....................................................................................................................................
Bilag 21: Brancheforeningens formålserklæring.....................................................................................
Bilag 22a: Plakat.......................................................................................................................................
Bilag 22b: Plakat.......................................................................................................................................
Bilag 22c: Plakat.......................................................................................................................................
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AT SKABE EN FIREBALL FORORD
- analyse og udvikling af Andersen & Bjørnskovs corporate identity

F
O R O R D
Dette speciale er udarbejdet i tidsrummet mellem april 2005 og december 2005, som afsluttende projekt på
Cand.ling.merc. i Erhvervssprog og International Erhvervskommunikation, ved Handelshøjskolerne i henholdsvis
Århus og København.

I forbindelse med udarbejdelsen af dette speciale, anses det færdige produkt som en fælles præstation. Vi har
arbejdet tæt sammen under hele processen, og er dermed begge ansvarlige for hele specialets indhold. I
overensstemmelse med direktiver fra Undervisningsministeriet, stiller 2003 Studieordningen for Cand.ling.merc.
dog krav til en redegørelse af forfatterskabet for mindst 80 procent af indholdet, hvilket således findes i bilag 1.

Vi vil gerne takke Andersen & Bjørnskov for velvillighed og godt samarbejde igennem hele specialeprocessen.
Det er vores håb, at specialet vil inspirere virksomheden og åbne nye døre for fremtidige kommunikationstiltag.

Marie Hundevad & Hanne Kristine Larsen

19. december 2005 19. december 2005

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