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Transform Awards 2011 - best external stakeholder relations during a rebrand |
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Friday, 08 April 2011 08:41 |
Best external stakeholder relations during a rebrand
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Gold
Glasgow Life |
Silver
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Bronze
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Glasgow City Council wanted more people to make use of its cultural and sporting services. Culture Sports Glasgow (CSG), the department responsible for delivering those services, had a brand that needed dusting off to become more consumer-friendly.
In partnership with Tayburn, CSG was reinvented as a modern, relevant and consumer friendly brand: Glasgow Life. A clearer brand structure was also needed to bring cohesion to more than 50 sub-brands under the CSG umbrella.
The stakeholders were at the heart of the rebranding process, so good communication with them was essential throughout the project.
More than 200 stakeholders, including staff, management teams and various customer groups, were consulted in order to ensure agreement over the brand strategy and execution of the project.
Workshops and surveys were conducted with staff in order to define the new brand. Senior managers were engaged through one-on-one interviews. Representatives from several public bodies which work closely with CSG in delivering their services were also in contact during throughout the project development.
Before the implementation went ahead, the finalised brand proposal was discussed with the stakeholders in order to make sure that the messages were credible and deliverable. |
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