The Source for Communicators

June 27th, 2007 Building buzz around the brand at Motorola

Like it or loath it, "Hello Moto" is one of the catchiest advertising slogans around. But when the communication team asked employees at Motorola their views on the company, they said that they no longer identified with the hip and cool image that the external brand enjoyed.

What resulted was an award-winning brand values program "I'Moto", which has brought Motorola's brand values to life internally.

Anyone who's attempted a similar exercise will know that defining values is the easy part, it's getting leaders to demonstrate the values that's tough. Ann Adams, Motorola's VP of internal communication and marketing says: "Our CEO, Ed Zander, has always stressed the importance of showing, not just telling. He called on senior leaders to act like leaders. That meant not just talking about the values, but living them. So, a key part of our strategy was to make sure that messages from senior leaders included examples of how they personally were 'walking the talk'."

To find out more about the tactics Adams' team used to get results, including how they measured their success, got employees and leaders engaged and the tools they picked, read the full case study in the latest issue of Strategic Communication Management.

Mandy Thatcher,
Editor
mandy.thatcher@melcrum.com