The Changing of Operations

By Tom Dougherty

3 July 2014

Changing Organizational Structure

Business is changing. Branding Structure has changed. Changing organizational structure is often needed. However the manner in which most organizations conduct business has not changed in many years.

The vast majority of businesses today are built around an outdated hierarchical model. A model that has no more relevance in today’s business environment than the wide scale use of typewriters.

There is an evolution afoot. A revolution  to change organizational structure. And make it easier to grow market share at the expense of the competition. Growing market share should be the primary focus of all organizational changes.

Stealing Share

Changing Organizational Structure

Business organization needs to change

As our name implies, we often talk about stealing market share. While in general context, the notion of stealing may seem somewhat underhanded, make no mistake.

If a company is increasing their market share they are stealing that market share from a competitor. Be it a direct competitor or a competitor that offers a substitute product or service.

Today, it is nearly impossible to manufacture market share. Market share that was either not held by a competitor or had the potential to be held by a competitor.

In order for a company to grow in most categories and in most locations. Growth must come at the expense of a competitor.

This means that the stakes are incredibly high. Pressure is from stakeholders and from investors to customers. It is placing many companies in the precarious position to grow. Or,  swallowed up by a larger organization, or die. It is these pressures that require companies to think and act differently if they wish to succeed.

Outdated Organizational Structure

Most of today’s business organizations are divided into fairly ridged functional lines.  Operations, finance, marketing, HR, information systems, and so on.  This branding structure is not well suited to focusing on market share growth.

Changing Organizational StructureEach of these functional lines is usually represented in the executive committees. Committees of the company where strategic decisions decide the direction of the company.

For companies with a single brand product. Like most banks, DHL, or McDonalds, delivery of the brand is relatively easy. Easy across functional lines.

However, for companies with multiple brand products like GM, Sony, 3M, and Miller. Delivery of the brand across functional lines becomes much more difficult.

In order to maximize the brand’s value, the promise of the brand must be delivered. Delivered at each functional level within the organization. In companies like McDonalds the delivery of the McDonald’s brand (for better or worse) is evident from the employees. Those on the front lines in the local McDonalds to the corner office.

Each member of McDonald’s team knows what McDonald’s is supposed to represent. In companies with multiple brand products, particularly those that employ a “house of brands” strategic model. Many functional lines represent the entire stable of brands for the entire organization.

That is, HR, IT, finance, operations, and even marketing may work on each of the brands of the company.

Rather than having a single brand promise to deliver, these departments have the difficult task of having to deliver 5, 6, or 10 brand promises. So, at the end of the day, none of the promises of any of the brands can be effectively delivered.

Organize Differently. Changing Organizational Structure is a Must

Changing Organizational Structure

Business organization needs to reorganize themselves around the brand, not the departmental function.

Much like vertically integrated companies, these new brandanizations, should be vertically integrated. Integrated around the company’s resources of HR, IT, operations, and so on to maximize the delivery of the brand.

Brand managers are the ones who need to sit in executive boardroomsTo help establish organizational strategy.

And, should therefore be responsible for running the entire brand from R&D to distribution to CRM.

Of course, this demands that brand be recognized as an essential strategy. And, not merely a tactical theory. Brands themselves play a much more important role than any of the current functional divisions within an organization.

Why is changing organizational structure important?

Because a brand failure can cause the demise of an entire organization.  And once a brand has lost all of its equity and reputationit is extremely difficult to correct its course.

On the other hand, most departmental failures (other than things like massive accounting scandals) are relatively easy to correct.

Think Differently

Converting modern hierarchical organizations and changing organizational structure into a new model requires personnel realignment. As well as an organizational cultural realignment.

Changing Organizational StructureThis cannot be undertaken or accomplished overnight. As a result, it requires that organizations begin to think and act differently. So, acknowledging that their success or failure as an organization hinges on the success or failure of their brand(s).

As competitive pressures continue to increase.  As a result, the need to move to brand-centric organizational structure only increases. Brand is not about logo, advertising, or even “the single minded proposition.”

So, brand is about creating a connection with the target that becomes a reflection of who the target believes they are.

(Read When is the best time to rebrand?).

So, if the brand is fully developed. And bled from every single point of contact consumers and stakeholders have with it. This means the organization has set itself up for incredible market share gains. As well as solidifying its position in the minds of its current consumers.

Brand training is one way to keep everyone focused on the goal

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