Corporate Video & Culture: Tell Your Changing Story

April 21st, 2016 Vern Oakley

During times of great transition, leaders and communication teams have a great deal at stake. They need to focus on consistent and clear communications. These communications should engage, inspire and help give clarity to their most important audiences.

The question becomes, how do you get your message across, share all the details, and make that human connection that’s so very vital in times like this? It’s true; you’ll need all the reports, emails, booklets and the like. Don’t forget the power of film to create the emotional connection you’ll need to have with your tribe.

Tribe has been, a partner in telling our clients stories during times of change – as Stanley became Stanley Black and Decker, as Coty went from being privately held to being a public company, as Watson became Actavis, then Allergan.

Throughout transitions like these there are questions you’ll need to constantly ask yourself.

What do your employees need to know?
CEO and Executive Leadership messages are imperative during times of change. Whether a summary of an integration conference, a leadership roundtable, or a compilation of employee interviews, video messages can help bridge the gap between leadership and employees.

How will your customers react to the coming change?
It’s important to explain to customers what’s new and improved about your brand or merged brands. Let customers know what they can expect, and why they should care about this transition.

What is on the mind of the investment community?
While promoting your stock offering, you’ll need to communicate more than what is simply in the prospectus. Investors want to know the company’s executive leadership team and how they handle themselves. The more favorably this team is perceived, the higher the firm’s evaluation. (Here’s a link to some interesting related research.)

A video gives you the opportunity to show your enthusiasm for the growth potential, vision and outlook that makes investing in your company a no brainer.

A culture change is an exciting opportunity for your company to make a human connection.
We can help.  Let us tell your story.
 
Here are some corporate video examples of our clients telling their changing story:

Watson > Actavis > Forest Labs > Allergan
This brand film was produced for the day one launch of the merged Watson Pharmaceutical + Actavis global enterprise. Tribe worked to smooth over the merger by creating a video that humanized the transition. We wanted to show that because the companies merged, they’re “twice as” strong.

Watch: Actavis “Twice As”

Following the Forest Labs merger in 2014, the company underwent a leadership shake up in which the current CEO moved to chairman of the board and a few Forest leaders took positions on the team.  We sat down with the new leadership immediately following the announcement to discuss a variety of topics.  We were able to create four videos from the hour-long meeting.  The series rolled out on the company intranet over a month and helped to promote the united leadership.

When Actavis became Allergan we were challenged to produce a culture video to excite their workforce, without holding their communications team to a slogan. We created an idea that played on their new logo and asked employees to share what being bold means to them.

Watch: Allergan “Day One Bold”

Stanley Black & Decker:
Tribe has had a long-term relationship with Stanley that began in 2009 before they merged with Black & Decker.  The body of work produced over the years includes a company brand film, investor relation films, videos highlighting geographic regions or specific brands, a series of videos on emerging market strategies, a recruiting video, Latin American marketing videos and sales meeting openers. Tribe has worked with SBD to create, customize, grow and maintain a video library that includes footage that has been repurposed in multiple videos.

Watch: SBD 2009 Annual Review

Watch: SBD “Symphony”

Coty Inc.
As Coty prepared for its IPO, they needed to present the company in a way that aligned with its new ethos. Tribe crafted nine leadership portraits of Coty’s senior management (to be showcased on their newly revamped website) that reflected the corporate culture of “Faster. Further. Freer.”

Though these leaders had widely differing personalities and proficiency in English, Tribe illuminated the unique humanity of each leader in a way that was both true to their individual character and would support the brand proposition.

Watch: Michele Scannavini
Watch: Ralph Macchio