The matrix
DRIVERS
TOOLS
Change event
The event of an identity change, which is a visible leadership action, creates a communication opportunity. It can be treated as a non-event, or linked to messages targeted to key audiences, or it can provide the opportunity for a significant institutional advertising campaign. The choice is an important strategic consideration, which influences the program timetable as well.
| Tools | Tactical options |
Rebranding can be treated as almost a non-event, disclosed only to employees (perhaps with a paragraph in an employee publication), with a narrative probably stressing its technical or functional purposes.
Low visibility |
Acknowledge the rebranding to insider audiences, via memo or equivalent; narrative may focus on improved functionality.
Memo |
Acknowledge the rebranding event to key audiences (employees, investors, customers) with targeted communications, usually focused on the strategic business significance of the rebranding. |
Rebranding launched with a sense of importance via well designed insider communications, and possibly full-page newspaper ads to customers and investors as well as employees. Narrative focuses on strategic intent.
Launch event |
Dramatise the rebranding by staging a significant corporate watershed (example: worldwide closed circuit TV event for all employees). Or launch a broader institutional image advertising campaign in which the rebranding is exposed, and possibly featured.
High visibility |
The rebranding kicks off sustained corporate image advertising. There may also be staged event(s) for employees. Narrative probably focuses on institutional change, rather than rebranding.
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