FIR Podcast Network

For Immediate Release: Podcasts for Communicators

  • Home
  • Shows
  • Episodes
  • People
  • Blog
  • Subscribe
  • Sponsors
  • Contact Us
    • Join the FIR Podcast Network
  • Archives
You are here: Home / The Voice by IABC Ottawa / The Voice Episode 113 : How Canada’s business development bank’s rebrand changed its culture
The Voice, a podcast from the FIR Podcast Network

The Voice Episode 113 : How Canada’s business development bank’s rebrand changed its culture

December 1, 2017 by Sherrilynne Starkie Leave a Comment

http://traffic.libsyn.com/thevoice/Episode_113_Final.mp3

Podcast: Play in new window | Download (Duration: 37:17 — 34.1MB) | Embed

Subscribe: Google Podcasts | Email | RSS

Sherrilynne Starkie, host of The Voice, chats with Annie Marsolais, BDC’s marcoms vice president following her recent presentation to IABC Ottawa.  In this episode, we learn how BDC – Canada’s only bank devoted exclusively to entrepreneurs – is transforming perceptions about its brand.

Annie walks us through the why, who, what and how of BDC’s complete brand overhaul, which began in October 2015.

The nine-month rebrand process was rigorous and intensive, and involved the following key elements, among others:

  • A collection of all the brand assets and evidence of how the brand is demonstrated in the marketplace;
  • Close to 200 hours of employee interviews across the country’s various offices; and
  • An industry analysis to understand how comparative organizations were conveying brand messages.

A number of key findings were identified, but among the most important was that BDC is the only bank exclusively devoted to entrepreneurs, a fact that is central to BDC’s roots and identity.

Annie said, “A cultural transformation is frightening for most people, so the rebranding exercise that we undertook was a way to help our people to understand what we wanted to stand for in the marketplace and how we could act differently, take bolder steps, be out there. The rebrand was a driver of cultural change.”

Listen now!

Join the conversation!

 Connect with Sherrilynne Starkie, Annie Marsolais, BDC,  IABC Ottawa and IABC.

Leave a comment or question below and please rate the show on iTunes!

IABC Ottawa’s The Voice podcast is part of the FIR Podcast Network.

It’s sponsored by Thornley Fallis Communications and this episode was produced by IABC volunteer Abby Radovski.

 

Share this:

  • Click to share on Facebook (Opens in new window)
  • Click to share on LinkedIn (Opens in new window)
  • Click to share on Twitter (Opens in new window)
  • Click to email a link to a friend (Opens in new window)

Related Posts

  • The Voice, a podcast from the FIR Podcast Network
    The Voice Episode 117: Measuring what Matters
  • The Voice, a podcast from the FIR Podcast Network
    The Voice #107: Canada’s 150: Driving Communications Excellence
  • Episode #45: EE Voice CLIP - Broadening your leadership listening channels

About Sherrilynne Starkie

Filed Under: The Voice by IABC Ottawa Tagged With: Annie Marsolais, BDC, Brand Overhaul, branding, IABC, IABC Ottawa, Ottawa, Rebrand, Rebranding

Leave a Reply Cancel reply

Social connect:
Login Login with facebook
Login Login with twitter
Login Login with google

Your email address will not be published. Required fields are marked *

Connect with FIR

Support FIR

Become a Patron

Pledge as little as $1 per month to help support the existing stable of shows, make new shows possible, and be part of the growth of the FIR Podcast Network.

FIR Podcast Network Shows

FIR SPONSOR

The FIR Podcast Network is made possible by the generous support of our sponsors, of which we currently have none. Please reach out to us if you are interested in sponsoring FIR. Contact us at fircomments@gmail.com.

Looking for Older Episodes?

Visit the FIR Podcast Network Archives at forimmediaterelease.biz.

Join Our Facebook Community

Facebook Group Icon

FIR Podcast Network on Twitter

My Tweets

We Want Your Feedback

Email comments with or without audio attachments (5 MB/3 minute limit) to fircomments at gmail dot com.

North America Comment Line:
+1.415.895.2971

Europe Comment Line:
+44.20.3239.9082

Skype: fircomments

Promote FIR!

Let your readers and colleagues know about FIR by adding a logo to your blog or web page. Get it here!

FIR Podcast Network Logo

Help Spread the Word about FIR!

GaggleAMP: spread the word about FIR!

License

Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

FIR Podcast Network website © 2023 Shel Holtz and Neville Hobson | Community Guidelines | Privacy Policy

Website development by WP Fangirl. Album art and design by Effective Edge Communications.