Brand Watch: Fujitsu, the blossoming of a supercomputer brand.

If we were to apply the parlance of haute couture to brand management, then it would appear that modesty is fast becoming the new black this season.

Given the importance I place on the unassuming everyman as the pivotal brand champion, that’s good news for those with the wisdom to realise that sustainable brands aren’t forged in the flames of advertising but evolve steadily from within.

While Microsoft; Apple and co continue to attract the sexy headlines in the technology sector, Fujitsu has become the world’s third-largest IT services provider with over 172,000 employees supporting customers in over 100 countries. Very much a brand to watch, Fujitsu’s Next Generation Technical Computing Unit, for example, recently developed the world’s fastest supercomputer.

But just as very few of us are aware of the impact Arm Holdings has had on mobile technology, chances are you probably had no idea about the credentials of this company. And therein lies the cultural essence of the Fujitsu brand.

Fujitsu’s brand attributes are:

  • responsive
  • genuine
  • ambitious

At the start of their brand engagement journey around 4 years ago, the leaders were conscious that in order to grow, that growth would need to be outside of Japan and Fujitsu would need to become accepted as a global brand in key markets and among stakeholder groups externally. But they also recognised that the first step on their journey would have to involve gaining and then sustaining the belief, involvement and engagement of their colleagues within.

Modesty can be a compelling but potentially stifling trait if taken lightly. Standards of modesty (also called demureness or reticence) are aspects of the culture of a country or group of people, at a given point in time. It is a measure against which an individual in a given society or culture, whether a nation-state or a corporate collective, may be judged.

It’s often expressed in social interaction by communicating in a way exhibiting humility, even shyness and is associated with:

  • downplaying achievements
  • behaviour, manner, or appearance intended to avoid impropriety or indecency
  • avoiding insincere self-abasement through false or sham modesty, which is a form of boasting

Quite a contrast to the traditionally boastful and über confident philosophy underpinning most marketing campaigns and certainly the flip side of the behavioural coin that has caused so much controversy  within the financial services sector.

I recall a long conversation with a senior executive from one of the UK mutuals which took place just before the banking crash. He was lambasting his colleagues for their lack of ambition and was calling for more of a performance culture in terms of risk and reward and wanted this to be driven by people processes like recruitment and appraisal. He didn’t get the chance to make those changes. Yet his business, like many of their more prudent peers, has more than weathered the prolonged and repeated financial storms.

The salutary lesson for that brand is that transformation can be achieved without sacrificing the essence of the brand, provided that essence is sound in the first place of course. This is epitomised by Fujitsu.

There’s a healthy balance about the Fujitsu brand attributes, between listening and responding to changing customer needs; having ambition yet remaining genuine or authentic. It’s a formula that respects the all important notion of being able to back up the promises in the glossy brochures with actions, quietly meeting and exceeding expectations rather than shooting wildly from the lip.

Fujitsu’s employee brand engagement champion Julie Clarke is in many respects the apotheosis of the Fujitsu brand, although she would blush at the compliment. Julie has had a long and distinguished career, importantly spanning front line; hr and latterly marketing functions, an important mix of ingredients for the central brand champion. But Julie is characteristically modest about her achievements. She has undoubtedly been instrumental in developing and implementing one of the most comprehensive global employee engagement programmes to have launched since the economic downturn began, very much bucking the global trend. Yet Julie spends most of her time celebrating  the pivotal role played by the country champions rather than the centre.

Testimonials from VIP customers, business partners and employees alike are proof positive that in the fourth year of their brand transformation journey, internal and external advocacy levels, colleague communication, good news stories and best practices are on a high despite the global downturn and unforseen natural catastrophes like the Asian Tsunami.

“Our brand engagement journey is the product of constant and ongoing collaboration and is very much the sum of its many parts. We make no secret of the fact that we’ve collaborated with thought partners and external agencies to bring best practices and to help frame our thinking. Brand Engagement was pretty much my bible as I transitioned from HR to Marketing as it speaks to both audiences and sets out the key stages while recognising that the nature of the journey differs from one brand to the next.

Some of our key milestones along the way have included:

  • creating a compelling business case for change
  • obtaining buy-in at senior leadership level first
  • identifying senior sponsors and champions
  • simplifying the engagement programme into 4, bite-size phases
  • collaborating across hr and marketing
  • encouraging everyone to think global but act local and personalise content for their markets
  • investing in local training and development
  • improving internal communication substantially
  • building on the Fujitsu legacy, not reinventing the wheel
  • working within the prevailing culture rather than imposing alien approaches
  • setting hard and soft goals
  • sharing best practices and celebrating wins
  • creating a network of credible local brand champions as catalysts and ambassadors
  • managing the evolution of the Fujitsu brand story in the context of the wider strategy

It was always our aim to ensure that the programme had local ownership. We’re really seeing momentum now in the form of regional stories and best practices and are well into the embedding and reinforcing stage where the role of local champions will become increasingly important. It’s great to see some of the very real customer case studies making the link between the Fujitsu values and the bottom line.”

There’s clearly still work to be done and challenges to face before Fujitsu assumes the position in the pantheon of global brands that it quietly aspires to. But built as it is on a platform of modesty, realism and engagement-driven innovation, blossoming steadily rather than erupting aggressively, Fujitsu is very much a brand of its time.

* Julie Clarke and her Fujitsu brand engagement story will be one of the brand champion case studies to feature alongside brands like M&S and Arm Holdings in Brand Challenger, the third book in the Brand Engagement trilogy.


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