Make Sure Your Employees Believe in Your New Bank Image.

• Author: Albro, Walt

When you redefine your bank's brand and image, don't forget about getting lots of employee buy-in. That's the message in an article entitled, "PNG Takes Brand Positioning to New Heights with an Employee-Focused Campaign," which appears in the spring issue of the members-only BMA newsletter, Marketing Edge.

The PNC Financial Services Group Inc., Pittsburgh, believes that employee involvement was the key to success in their recent effort to redefine their brand and image. "We involved employees in every stage of deve1opment--from asking them...