It's about the audience: HUMAN BEINGS WITH THEIR OWN NEEDS, WORRIES AND DESIRES. WHAT'S IMPORTANT TO THEM? HOW DO THEY TALK? WHAT ARE THE TRIGGERS? POWERFUL COMMUNICATIONs START with: LISTEN. REFLECT. RESPOND.
THE WORK
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SPEAK TO THE HEARTDuring a re-branding, Allianz Global Assistance sought to engage employees in real discussions around its new core values: Caring, Connected, Proactive and Professional... all of which underscored the most important value: Trust.
In a series of intimate sessions "in the round" with the executive team, employees were introduced to the values by personal stories told by executive team members. I pressed them to go beyond corporate anecdotes, to have the courage to share authentic, even vulnerable, experiences. They rose to the occasion. Most affecting was a short, true story told by then-President and CEO Jon Ansell. Jon was an introspective and analytical man, and probably seemed unknowable to many employees. His story changed that. He talked about his daughter Katie, when she was about 4 or 5 years old. While on vacation, they were on a walk in a rainforest when they came upon a rope bridge that swayed over a rushing river. Jon thought little Katie might be scared, but she took his hand and crossed the bridge without comment. When they reached the other side, Jon said to his daughter, "Katie, you were so brave. You didn't seem scared at all." |
She looked back at him, unblinking, and said, "Why would I be scared Daddy? You were holding my hand. You would never let me fall."
Every time Jon told this story, he was genuinely touched by the memory, and there seemed to be a catch in his throat as he uttered the conclusion that tied the story back to the values. "That is when I really understood the importance of trust, and the responsibility that goes with it."
This shared vulnerability opened up opportunities for connection. Employees also shared their stories, some serious, some sad and some were pretty funny. They identified with the values, and internalized the meaning in a quick and real way. We kept this feeling alive by sharing employee stories and pictures on a regular basis.
Every time Jon told this story, he was genuinely touched by the memory, and there seemed to be a catch in his throat as he uttered the conclusion that tied the story back to the values. "That is when I really understood the importance of trust, and the responsibility that goes with it."
This shared vulnerability opened up opportunities for connection. Employees also shared their stories, some serious, some sad and some were pretty funny. They identified with the values, and internalized the meaning in a quick and real way. We kept this feeling alive by sharing employee stories and pictures on a regular basis.
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One in a series of American Express commercials featuring Jerry Seinfeld using the card for everyday shopping.
This warm perspective of Tiger Woods, as told by his loving father, Earl Woods, is brand association at its best.
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THE HERO as a regular guyIn the mid-1990's, American Express was intentionally evolving from a high-end brand to mass-appeal, high-value brand.
To leverage our roster of celebrity spokespersons and keep true to our aspirations, we sought to bring a down-home perspective to American Express. Our advertising positioned the American Express Card as the hero for the everyday guy, as played by Jerry Seinfeld, along with his highly popular observation humor. Tiger Woods had also just soared to fame, but people didn't know much about his personality. Frankly, Tiger had only just turned 18, and he was still figuring himself out. His father, however, had a special story that resonated with all kinds of people. Earl Woods had a fatherly touch and comfortable style that was easy to love. He had both humility and an undeniable work ethic that was inspiring. We simply advertised the real Earl Woods in association with American Express, while leveraging the fame Tiger was experiencing. A nice fit for the brand that was undergoing its own transition from the glitzy '80's to the more value-conscious '90's. |
