Looking inward: How internal branding and communications affect cultural change

Design Management Journal, Summer 2003 by Faust, Bill, Bethge, Beverly

Myth 3: It sends a bad message to shareholders

That we care about our employees? Most shareholders will respect and invest in any company that can align its employees' behavior with strategy. They also might forgo a glossy annual report in favor of better employee communications that would lead to improved performance and shareholder value.

Myth 4: Internal communications are difficult to manage

Actually, this isn't a myth, it's true. But as the saying goes: "Anything worth doing is worth doing right." * Reprint # 03143FAU34

Bill Faust, Principal and Strategy Director, Method Integrated Marketing

Bev Bethge, Founder and Principal, Method Integrated Marketing