Examples of successful Institutional Marketing
To understand how the Institutional Marketing in practice, learn about cases that are examples of success:
Banco Santander's Institutional Marketing campaign is very clear: talk to your audience in a direct and transparent way.
The basis is that in the banking market segment there is often a perception that there is a lot of information that banks do not pass on to customers. To counter this, for a long time it 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 aimed to communicate 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 boldness, inspiration and transparency. https://www.youtube.com/watch?v=I7_kC_QVjNE
To celebrate the 50th anniversary of the brand, Natura has 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 endomarketing we have Toyota, a company that has been a world reference in internal communication and teamwork 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 undergo a half-year training process to learn about the company's culture and the entire car-building process.