Internal Communications to Drive Change

Branding is the new BUZZ word in the marketing world. Over the past 5 – 8 years everyONE and everyTHING is a brand. We’re fascinated by colors, taglines, graphics, logos and for the more sophisticated, we spend great amounts of time on research to identify value proposition, brand attributes and possible positions. Though branding can be directly tied to a company’s growth trajectory, we can also connect it to employee engagement and satisfaction. Why do companies spend millions of dollars to speak to the marketplace, but almost nothing to leverage its brand to its most important stakeholders – employees?

Using lessons learned from the recent rebranding of Radio One, Inc., the largest African-American owned multi-media company in the country, with television, radio, syndicated broadcast, agency and digital assets, this engaging session will explore how communicators can:

• Leverage limited dollars and creatively produce internal brand campaigns
• Ensure employees are repositioned on the priority list of stakeholders during rebranding initiatives
• Engage employees as active participants in external rebranding campaigns
• Measure the impact of employees on rebranding work

Yashima Azilove, Vice President, Corporate Communications Officer

Radio One, Inc.