Comments for LegatoBlog

Comment on Are Your Employees on the Brandwagon? by golegato

golegato — Fri, 03 Feb 2012 17:35:04 +0000

Thanks Dan. You are right on with your assessment. In fact, if c-level administrators are not involved, building a brand will fail, because as you know, a brand (unlike what some may believe) represents the overall experience and perception people have of your organization. To answer your question, I do see this early-on collaboration, but it really needs to be part of an organization’s strategic plan and marketing plan — and not just perceived as an afterthought or marketing “flavor of the month.” That’s why we also advocate that c-suite members of our client companies also “own” the marketing plan overall, and that they help us shape overall objectives and criteria for determining marketing priorities.

Comment on Are Your Employees on the Brandwagon? by golegato

golegato — Fri, 03 Feb 2012 17:11:13 +0000

Absolutely fantastic insights. I’d add that we’ve found our clients the key to internal buy-in is developing a brand champion group. These pre-selected individuals then represent all employees in the process. These brand champions should come from a variety of departments and titles. In addition, these brand champions need to actually implement change in the organization that often has nothing to do with advertising, but ultimately affects the brand of the organization.

Comment on Are Your Employees on the Brandwagon? by Anonymous

Anonymous — Fri, 03 Feb 2012 16:52:20 +0000

Our company has been working on our brand identity this past year and starting to share the ideas with employees. Responses have been both supportive and skeptical. I’m on the team to help implement the guidelines and your comment on long-term advocacy from the top down is especially pertinent–especially when it comes to physician partners/admin. leading by example.

Comment on Are Your Employees on the Brandwagon? by Dan Greenberger

Dan Greenberger — Fri, 03 Feb 2012 16:22:12 +0000

Great post, Mike. I completely agree.

Building a brand is not the sole domain of the marketing department. For a brand to be of value, everyone in the organization has to live and breathe its mission and values. That’s why I think that the C-level administrators and HR are every bit the brand drivers that marketing is. Do you often see this kind of early-on collaboration in the development and launch of a branding campaign?

Comment on Are Your Employees on the Brandwagon? by golegato

golegato — Fri, 03 Feb 2012 14:40:40 +0000

Thank you so much for your kind words. If you have experiences you’d like to share with other subscribers on this or other healthcare communication topics, we’d love to hear from you.

Comment on Are Your Employees on the Brandwagon? by Anonymous

Anonymous — Fri, 03 Feb 2012 14:06:51 +0000

Great post! I love the idea of getting the word ‘in.’ You never know which employees might be wonderful brand ambassadors until you get them involved.

Comment on Are Your Employees on the Brandwagon? by golegato

golegato — Thu, 02 Feb 2012 21:08:17 +0000

That’s wonderful to hear. Let us all know how your article is received by your employees, and if there’s anything you learned you’d like to share with fellow LegatoBlog subscribers.

Comment on Are Your Employees on the Brandwagon? by Sue Killian

Sue Killian — Thu, 02 Feb 2012 19:52:47 +0000

This could not have come at a better time. I was just creating a newsletter article for our employees entitled Creating Our Image from the Inside …. Out. Terrific insight and guidance – thank you!

Comment on What’s All The Buzz About Blogging? by golegato

golegato — Tue, 24 Jan 2012 20:11:45 +0000

You are welcome Sue….thanks for reading and taking the time to respond.

Comment on What’s All The Buzz About Blogging? by Sue Killian

Sue Killian — Tue, 24 Jan 2012 19:07:35 +0000

Fantastic Blog – really very helpful! Thanks for taking the time to share …..