Reputation in Oil, Gas and Mining 2014: How to engage employees when undergoing a rebrand

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Wael Allahou, corporate communications executive, EQUATE Petrochemical Co
A company’s reputation is of the utmost importance to both internal and external audiences. When EQUATE Petrochemical Company went through a brand refresh – identifying new brand behaviours and modernising its logo, it was important to get its employees involved. As a global company with over 2,000 employees, a comprehensive internal comms strategy around the rebrand and behaviours was vital. Wael Allahou, corporate communications executive at EQUATE, shares the story of how employees were engaged and inspired by an internal communications programme which included the prize of a trip to NASA for astronaut training and a zero gravity flight.

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