Aus Mitarbeitenden Markenbotschafter machen - With deep dedication.
Gold
Excellence in Brand Strategy and Creation
Internal Branding and Brand Academies
Details
A strong brand thrives on employees' identification with the claim. Our new brand promise, "With deep dedication," which reflects our corporate purpose, was therefore established from within. From the very beginning, our employees were closely involved in developing the claim and creating activation ideas. Through attention-grabbing campaigns, we made it visible and tangible, inspiring employees to integrate it into their daily work. Thus, the claim has become an integral part of our corporate culture and sustainably strengthens identification with the bank.
The Jury‘s Statement
Deutsche Bank has impressively demonstrated with its internal branding project "With deep dedication." how a brand can be strengthened from within. The new claim was made not only visible but also tangible through a strategically well-thought-out and comprehensively executed initiative. Particularly noteworthy is the consistent involvement of employees in all stages of the process – from development to activation. With creative and personalized approaches as well as clear and emotional communication, a profound identification with the brand was achieved. This project sets standards for the sustainable embedding of a claim within corporate culture and illustrates how internal branding can create lasting value. An outstanding achievement that exemplifies how strategic and creative expertise can work hand in hand.
