CREATING A COMMUNICATION STRATEGY TO SUPPORT BRAND VALUES
Once everyone is on board, it’s time to cascade the message with a communication plan. Driving change and incorporating new values takes a sustained effort. People need to hear the message many times. You have to connect logically and emotionally. That’s what people at Golin Harris did by celebrating success. They connected the idea with an emotion. Winners were high-fiving and smiling when they got their awards.
Setting up the plan and then communicating regularly is the key to success. For people at Golin Harris, this effort wouldn’t have worked had they stopped after a few weeks or even months. They kept momentum and spirits high, so people began to see that the message really matters. ...
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