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Change of "Brand"
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Change of "Brand"
Discuss workforce management, performance management, retention, communication, motivation, contributing to business results and other topics.
I would like some information from people who have been involved in a change of name or 'brand' with their company. How did you help the employees to deal with the change - the end of the old 'brand',
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Forums » Topic Forums » General Forum » Change of "Brand"
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Change of "Brand"
posted at 6/30/1999 2:10 AM EDT
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Posts: 1
First: 6/30/1999 Last: 6/30/1999 |
I would like some information from people who have been involved in a change of name or 'brand' with their company. How did you help the employees to deal with the change - the end of the old 'brand', the transition period, and the beginning of the new 'brand'.
I am most interested in how you encouraged employees to adjust and how you shifted the corporate culture. |
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Change of "Brand"
posted at 7/8/1999 12:55 AM EDT
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Posts: 2
First: 7/8/1999 Last: 7/8/1999 |
My name is Diane and I work for Walker Information - a research and consulting firm. Many of our clients use a tool to measure employee buy-in or commitment to their organization. This tool, the Employee Relationship Report covers general attitudes about your organization an measures areas such as trust, communication, fairness and resources. Employees are then segmented into 4 catagories: 1.Truly loyal, those who want to stay and will continue to stay. 2. Accessible, those who won't stay and do not inted to stay. 3. Trapped, those who don't want to stay but intend to stay. 4. High Risk, those who don't need to stay and don't intend to stay. Many of our clients have found this information valuable during a transition such as a brand change. You will see the areas within your organization that most need improvement, where you're doing well and which actions will have the greatest impact on increasing employee commitment. Walker can also link this information to customer satisfaction levels and ultimately to bottom line figures. This study is very fast and cost-effective. We can help you build a workplace where the best and brightest want to stay. I would be happy to provide additional information and references. 800-34-99 x 8935 |
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Change of "Brand"
posted at 7/8/1999 8:37 PM EDT
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Posts: 2
First: 7/8/1999 Last: 7/8/1999 |
Diane Buchanan - Walker Information. The phone number I gave was incomplete. I can be reached @ 800-334-3939 x8935 or dbuchanan@walkerinfo.com |
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Change of "Brand"
posted at 7/13/1999 2:21 PM EDT
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Posts: 1
First: 7/13/1999 Last: 7/13/1999 |
In answer to the question posed:
One of the most important factors in changing a name of a company or a brand is that the employees of the company are involved from the beginning staff buy in is vital. They must feel as though can still contribute, after the change, and that they have played a part in the discussions that led to the change. This may only be a perception that they were involved, but in them thinking so, they are much more likely to go along with it. They must buy into the idea that the company needs to change its name or create/develop a new/better corporate culture. By clearly laying out the advantages the employees, as well as the company, will arise from the change, they will surely agree/understand that it is a worthwhile and beneficial exercise. The simplest way to carry out a change programme is to: find out where you are today including employees and then discuss where it is you want to be including employees ask yourselves, what is the best way of reaching that point including employees If the employees are not involved, or at least advised, as to what is happening, you are going to find great resistance from within despite the fact that you might think the change might do the company good. |
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Change of "Brand"
posted at 7/19/1999 4:03 PM EDT
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Posts: 1
First: 7/19/1999 Last: 7/19/1999 |
I am based in Hong Kong and know a local company who also have a London office who are specialising in all aspects of Brand Implementation including communication with staff. They use in-house Intranet communication to set standards and open forums and really have some marvellous ideas. They are called BrandGuardian and the MD can be contacted by email at stephen@brandguardian.com His name is Stephen Pennicott. I hope this helps. |
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