Examples of Institutional Marketing Success
To understand how it works in practice, Institutional Marketing in practice, find out about examples of success:
Banco Santander 's Institutional Marketing campaign is very clear: talk to your audience directly and transparently.
The basis is that in the banking market segment there is often the perception that there is a lot of information that banks do not transmit to customers. To counteract it, for a long time he asked “What can we do for you today?”. After a few years with this strategy, in 2019 the brand added a flame to its signature and started asking “What can our flame do for you today?”.
Each piece of communication phrase changes according to the situation. It is replaced by boldness, passion, among others, for example. The change was aimed at communicating the bank's pride in being an asset to customers and especially the financial market. With the flame, Santander wants to reinforce its brand and strengthen the concepts of daring, inspiration and transparency. https://www.youtube.com/watch?v=I7_kC_QVjNE
Natura
To celebrate the brand's 50th anniversary, Natura developed an Institutional Marketing campaign that reinforces its innovation, concern for sustainability and social responsibility. The movement 'The World is More Beautiful With You', https://www.youtube.com/watch?v=BNFZzt4ZCls – aimed to invite the stakeholders, like Natura, to be agents of transformation. A series of communication pieces highlighted the social and ecological role of a brand that supports different sustainability actions.
As an example of internal marketing we have Toyota, a company that has been a world reference for internal communication and team work for many years.
Toyota invests in different actions that reinforce the importance of creativity, participation and involvement of each employee. Among these actions are lectures and motivation sessions, the adoption of projects and the implementation of ideas suggested by employees.
All employees also go through a half-year training process to learn and learn about the company's culture, as well as the entire car construction process.
