Is it possible to really change your external brand identity and your internal culture? Simply put, the answer is YES!
In this entertaining and revealing case study, Tom Peters shows you how Turner Network Television was able to meet a huge competitive challenge. TNT had to change from a general entertainment network to a desired cable destination. They needed to give viewers a reason to tune in to the network instead of the hundreds of other cable channels. Their solution was an entirely new focus and direction for the network – starting with the TNT We Know Drama brand. Employees had to learn how to overcome concerns about the new brand, believe in it, and sell it to the external customers – the cable viewers.
The TNT story will show you how to develop programs that allow co-workers and employees to understand change and to embrace it. More importantly, you will see how TNT used contests, reward ceremonies, and other programs to make the change an integral part of their culture. You will learn how to make organizational change fun!
Key Learning Points
- Accept Change
- Remember that Actions Have Meaning
- Change the Culture
- Involve Everyone
