Internal Brands
When Richard Tait and Whit Alexander sat down to create the board game Cranium, they based it on a simple premise-"Everyone Shines." Some of us are good at crossword puzzles, while others might dominate at Pictionary. But the key is that everyone has a unique skill set that allows him or her to compete in a game based on a variety of challenges.
When building their Seattle-based company in 1998, the founders took the same approach. They believed that everyone could shine if they felt like they had a chance to showcase their skills. And they knew that they needed internal buy-in to build a successful brand. With that in mind, they set out to build a business that mirrored the very game they were hoping to sell.
Cranium understands that employees need to be indoctrinated into the corporate culture as soon as they step foot in the primary-colored headquarters. New team members play a giant, life-sized Cranium board game that bonds them to fellow employees. It's a subtle reminder that the game is the lifeblood of the company and it shows that working there is not going to be like anywhere else. The playful office environment helps them attract talented, driven young professionals, who in turn become fervent promoters of the company.
It turns out that an alternative workspace and corporate philosophy (they have a Grand Poo Bah, intead of a CEO) inspires the very creativity and originality that is embodied in the flagship game of the company. Management has also figured out how to translate the spirit of play into achieving corporate success. When major sales goals are met, the Chief Financial Officer rides around the office on a scooter wearing an inflatable Cranium helmet. It's a rallying cry for the sales staff that shows that even the top brass is willing to have fun; but only if work is finished.
Keeping the mentality of collective creativity has allowed them to compete with the Parker Brothers of the world. When everyone at your corporation is an advocate of your message, you get noticed. Cranium is the fastest-selling independent game in history with annual sales estimated at close to $50 million.
While internal branding can be a game, it requires a serious commitment on the part of management. It's not hard; you just have to use your cranium.
Cranium understands that employees need to be indoctrinated into the corporate culture as soon as they step foot in the primary-colored headquarters. New team members play a giant, life-sized Cranium board game that bonds them to fellow employees. It's a subtle reminder that the game is the lifeblood of the company and it shows that working there is not going to be like anywhere else. The playful office environment helps them attract talented, driven young professionals, who in turn become fervent promoters of the company.
It turns out that an alternative workspace and corporate philosophy (they have a Grand Poo Bah, intead of a CEO) inspires the very creativity and originality that is embodied in the flagship game of the company. Management has also figured out how to translate the spirit of play into achieving corporate success. When major sales goals are met, the Chief Financial Officer rides around the office on a scooter wearing an inflatable Cranium helmet. It's a rallying cry for the sales staff that shows that even the top brass is willing to have fun; but only if work is finished.
Keeping the mentality of collective creativity has allowed them to compete with the Parker Brothers of the world. When everyone at your corporation is an advocate of your message, you get noticed. Cranium is the fastest-selling independent game in history with annual sales estimated at close to $50 million.
While internal branding can be a game, it requires a serious commitment on the part of management. It's not hard; you just have to use your cranium.
Leave a comment