Entry no.: 721
20 Feb 2009, 1:10 PM
"Several of the companies in my study went to extraordinary lengths to connect to the broad employee base. There's no better example than CEC Bank—the former Romanian state banking monopoly that rebranded in 2008 to compete with global banks for the first time. In order to introduce employees to the general concept of a brand, let alone CEC's own brand, there were engagement sessions averaging 15 hours with all 6,700 of the bank's employees, as well as their union officials."
9 lessons Obama taught us about brand identity by Dick Bondy.