“A cultural transformation is frightening for most people, so the rebranding exercise that we undertook was a way to help our people to understand what we wanted to stand for in the marketplace and how we could act differently, take bolder steps, be out there. The rebrand was a driver of cultural change,” explained Annie Marsolais, BDC’s marcoms vice president in an interview for IABC Ottawa’s The Voice Podcast.
Click here to hear Annie’s recent presentation to IABC Ottawa.
BDC, Canada’s only bank devoted to entrepreneurs, undertook a nine-month rebranding exercise which changed people’s perceptions, both internal and external. Annie’s frank and detailed presentation was one of the best ever and listening to it is a must for anyone involved in culture change communications.