Stellar®

Stellar defines the future of brand management.

The key responsibility of top management and the C-level leadership team is widely recognised as defining and implementing strategy to maximise sustainable value. An effective strategy is a coherent set of interlocking principles deriving from insights about the opportunities, challenges and competitive advantages of the firm or organisation in relation to customer needs. These in turn derive from the firm or organisation’s unique IP and DNA, including its business model, product designs, unique competency, cultural values, brand, vision and positioning. Once these are defined, organisational alignment is needed, potentially scalable to very large firms (>100,000 associates). Stellar is the tool that best defines and manages all this.

PEAK = UNIQUE

It’s a big insight.

Presenting issues

• “You can’t sell unique products and services today. They just get copied.”
• “Our people need clarity.”
• “Acquisitions are not going well.”
• “We’re trying to rationalise or clarify our brands/divisions/companies.”
•  “Innovation is drying up.”
• “We’re losing margin/market share.”
• “We’re serious about lean.”
• “Our marketing would benefit from being sharper and more integrated.”
• “We want to become more customer focused.”
• “We need to increase the value of intangible value (e.g. brand equity, ISO implementation).”
• “We use balanced scorecard.”
• “We need to become more efficient, save costs, compete better.”

There is a strong case for Stellar as the leading branding and organisation strategy tool

• Includes all aspects of the organisation system and IP (business processes, marketing and brand management, HR issues, product design and development, integrated brand and organisation scorecard)
• Commercial brands and NGOs/government
• Intrinsic credibility of results – avoiding cynicism
• Naturally supports scalable rollout and alignment
• Empowers innovation and flexibility while strengthening governance
• Integrates marketing, operational and cultural strategy and organisation development (OD)
• Best practice thinking on performance management
• Extensive international collaboration with academic and practitioner involvement in development
• Precise, rigorous, documented methodology that is also flexible and efficient
• Proven results and international adoption – Brazil to Australia

How Stellar works

Stellar works like DNA. It’s a complete organisational code that defines your unique existence, capability, mission. It lets you grow, repair, protect, sustain and develop capability and value.

• Define the DNA based on truths.
• Implant into minds – using CEO and evidence from the organisation at its best
• Compare peak performance and current performance. Keep doing so.
• Shortfalls define integrated development strategies.
• Strengths channel growth and strategy.

The Stellar system

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Stellar applications and benefits

The Stellar® model of brand uniqueness is a key tool for helping leaders to manage and lead:

• Develop more powerful strategy for competitive advantage
• Enhance human resources policies (better understanding, more inspiration, more motivation, more integration between brand/marketing and HR)
• Design better products and services (you give the developers a vastly better brief)
• Improve and differentiate customer value experience
• Save costs (Stellar takes lean to the next level)
• Develop powerful integrated marketing strategies (managing the corporate brand from inspirational idea to customer consumption)
• Ensure growth strategies leverage identity and adjacencies (better choice and implementation of new product-adjacencies and/or new corporate acquisitions and mergers)
• Improve investment, evaluation and finance strategies (identify the unique, critical business metrics and drivers and use them to evaluate financial decisions, policies and key business metrics)
• Develop more powerful integrated communications (understand what makes you different and the real value you create; provide agencies with more incisive and helpful briefs)
• Empowering and powerful governance, broadly reconciling shareholder equity and corporate social responsibility (your unique value system is the principal shareholder, moral and ethical guideline).

For more on the background, applications and methodology of Stellar® follow this link

Stellar is a registered trademark and the Stellar architecture & definitions are copyright 2003-9.