Brand Velocity
Encyclopedia
Brand Velocity is a management consulting
firm that helps Fortune 500 companies implement large organizational projects. It is said to be founded on Peter Drucker
's knowledge work productivity
principles as well as the work of more than 200 other business experts and social scientists. By 2008, the company had secured the Brand Velocity trademark in 80 percent of the global GDP, developed its Strategic Profiling
tool and "Action Planning" workshop to improve large enterprise initiatives, and published its business book, Reinvent Your Enterprise
.
Originally created as a proof-of-concept of Peter Drucker's knowledge work productivity concepts, Brand Velocity integrates a broad base of business, organizational, and knowledge work principles to help companies improve large enterprise initiatives. The company was founded in Georgia
in 1999 by Jack Bergstrand
as a placeholder company when he led and restructured the global information technology function for The Coca-Cola Company
. According to Bergstrand, he applied turnaround management principles to non-turnaround situations to improve cycle time speed as a management tool, and then later applied this to the subject of knowledge work productivity.
and creator of the Strategic Profiling
tool and Action Planning workshop. Prior to founding BV, he served as CIO of the Coca-Cola Company and CFO for Coca-Cola Beverages.
In addition to Bergstrand, the Brand Velocity leadership team includes Alan Kisling, former CTO for The Coca-Cola Company who led The Coca-Cola Company’s worldwide information technology function; William Hartman, former CEO of Ernst & Young's Global Client Consulting practice for the Americas, Europe, Asia, and Latin America; and Christopher Danson, former senior manager at Accenture.
In a recent article in American Management Association’s MWorld, Bergstrand explains that most organizations and consulting firms still use management approaches built upon Frederick Taylor’s “Scientific Management” principles, which were developed for mass production in the Industrial Age. This approach has now failed companies in the Knowledge Age—thus explaining the high enterprise project failure rate.
Enterprise projects fail due to the project management issues—not the technology itself. The conventional project approach struggles because there are major organizational disconnects within and between the five major players of large enterprise projects: (1) CEO and executive management team; (2) Board of Directors; (3) project/program director; (4) outside software supplier; and (5) outside systems integrator.
tool and "Action Planning" workshop. The methodology behind Strategic Profiling
is based on 28 key knowledge work characteristics to offer insight into the efficiency of the enterprise project implementation process—both for individuals and groups.
focuses on knowledge-intensive organizations and on how to benefit from better knowledge work productivity management. Reviewed in publications like Directors & Boards Magazine, CIO Magazine and CIO Insight, Reinvent Your Enterprise
explains how large organizational projects are different and presents standards for improving today’s knowledge-based organizations.
Management consulting
Management consulting indicates both the industry and practice of helping organizations improve their performance primarily through the analysis of existing organizational problems and development of plans for improvement....
firm that helps Fortune 500 companies implement large organizational projects. It is said to be founded on Peter Drucker
Peter Drucker
Peter Ferdinand Drucker was an influential writer, management consultant, and self-described “social ecologist.”-Introduction:...
's knowledge work productivity
Knowledge work productivity
right|200px|Knowledge work productivity is the measure of the efficiency and effectiveness of the output generated by workers who mainly rely on knowledge, rather than labor, during the production process...
principles as well as the work of more than 200 other business experts and social scientists. By 2008, the company had secured the Brand Velocity trademark in 80 percent of the global GDP, developed its Strategic Profiling
Strategic Profiling
Strategic Profiling is a knowledge work productivity and enterprise reinvention improvement tool, used in conjunction with the Action Planning workshop, and is a registered trademark of Brand Velocity, Inc. The survey-based tool was designed based on the work of Peter F...
tool and "Action Planning" workshop to improve large enterprise initiatives, and published its business book, Reinvent Your Enterprise
Reinvent Your Enterprise
Reinvent Your Enterprise is a business book by Jack Bergstrand, CEO of Brand Velocity. The book was first published by BookSurge in 2009 and endorsed by The Drucker Institute at Claremont Graduate University.-Overview:...
.
History
BV is organized as a corporation. The company is composed of senior executives with operating experience from Fortune 500 companies and some of the world's largest consulting firms. The company's consultants are multi-disciplined in strategy, customer relationship management, change management, business operations, information technology, and large-scale project management. The BV executive team has experience in working with large corporations’ operations and knowing how to implement critical business projects.Originally created as a proof-of-concept of Peter Drucker's knowledge work productivity concepts, Brand Velocity integrates a broad base of business, organizational, and knowledge work principles to help companies improve large enterprise initiatives. The company was founded in Georgia
Georgia (U.S. state)
Georgia is a state located in the southeastern United States. It was established in 1732, the last of the original Thirteen Colonies. The state is named after King George II of Great Britain. Georgia was the fourth state to ratify the United States Constitution, on January 2, 1788...
in 1999 by Jack Bergstrand
Jack Bergstrand
Jack Bergstrand is an American business consultant, author of a book endorsed by The Drucker Institute on enterprise reinvention, and founder of Brand Velocity, Inc....
as a placeholder company when he led and restructured the global information technology function for The Coca-Cola Company
The Coca-Cola Company
The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia...
. According to Bergstrand, he applied turnaround management principles to non-turnaround situations to improve cycle time speed as a management tool, and then later applied this to the subject of knowledge work productivity.
Leadership team
In 2001, Bergstrand left The Coca-Cola Company to serve as CEO of Brand Velocity. According to the firm’s website, he leads the BV’s knowledge work productivity thought leadership. With more than 25 years experience in corporate change leadership and cross-functional management, Bergstrand is the author of Reinvent Your EnterpriseReinvent Your Enterprise
Reinvent Your Enterprise is a business book by Jack Bergstrand, CEO of Brand Velocity. The book was first published by BookSurge in 2009 and endorsed by The Drucker Institute at Claremont Graduate University.-Overview:...
and creator of the Strategic Profiling
Strategic Profiling
Strategic Profiling is a knowledge work productivity and enterprise reinvention improvement tool, used in conjunction with the Action Planning workshop, and is a registered trademark of Brand Velocity, Inc. The survey-based tool was designed based on the work of Peter F...
tool and Action Planning workshop. Prior to founding BV, he served as CIO of the Coca-Cola Company and CFO for Coca-Cola Beverages.
In addition to Bergstrand, the Brand Velocity leadership team includes Alan Kisling, former CTO for The Coca-Cola Company who led The Coca-Cola Company’s worldwide information technology function; William Hartman, former CEO of Ernst & Young's Global Client Consulting practice for the Americas, Europe, Asia, and Latin America; and Christopher Danson, former senior manager at Accenture.
Firm approach
According to The Standish Group, more than 70 percent of large-scale enterprise projects exceed their deadlines, which can cost companies hundreds of thousands of dollars per day. In fact, half of all enterprise projects cost three times their original estimates due to costly overruns and missed deadlines. And nearly one in five projects gets canceled entirely.In a recent article in American Management Association’s MWorld, Bergstrand explains that most organizations and consulting firms still use management approaches built upon Frederick Taylor’s “Scientific Management” principles, which were developed for mass production in the Industrial Age. This approach has now failed companies in the Knowledge Age—thus explaining the high enterprise project failure rate.
Enterprise projects fail due to the project management issues—not the technology itself. The conventional project approach struggles because there are major organizational disconnects within and between the five major players of large enterprise projects: (1) CEO and executive management team; (2) Board of Directors; (3) project/program director; (4) outside software supplier; and (5) outside systems integrator.
Knowledge work productivity tools
BV is said to be founded on Peter Drucker's knowledge work productivity principles as well as the work of more than 200 other business experts and social scientists. To help companies improve large enterprise projects, BV developed its Strategic ProfilingStrategic Profiling
Strategic Profiling is a knowledge work productivity and enterprise reinvention improvement tool, used in conjunction with the Action Planning workshop, and is a registered trademark of Brand Velocity, Inc. The survey-based tool was designed based on the work of Peter F...
tool and "Action Planning" workshop. The methodology behind Strategic Profiling
Strategic Profiling
Strategic Profiling is a knowledge work productivity and enterprise reinvention improvement tool, used in conjunction with the Action Planning workshop, and is a registered trademark of Brand Velocity, Inc. The survey-based tool was designed based on the work of Peter F...
is based on 28 key knowledge work characteristics to offer insight into the efficiency of the enterprise project implementation process—both for individuals and groups.
Partnership
In May 2010, BV announced a partnership with Defiance Technologies Ltd., an engineering, IT and enterprise resource planning service provider, to develop a global reinvention consulting practice with access to the organization's resources in 30 countries, including 40,000 associates.Publishing
Endorsed by The Drucker Institute, Reinvent Your EnterpriseReinvent Your Enterprise
Reinvent Your Enterprise is a business book by Jack Bergstrand, CEO of Brand Velocity. The book was first published by BookSurge in 2009 and endorsed by The Drucker Institute at Claremont Graduate University.-Overview:...
focuses on knowledge-intensive organizations and on how to benefit from better knowledge work productivity management. Reviewed in publications like Directors & Boards Magazine, CIO Magazine and CIO Insight, Reinvent Your Enterprise
Reinvent Your Enterprise
Reinvent Your Enterprise is a business book by Jack Bergstrand, CEO of Brand Velocity. The book was first published by BookSurge in 2009 and endorsed by The Drucker Institute at Claremont Graduate University.-Overview:...
explains how large organizational projects are different and presents standards for improving today’s knowledge-based organizations.