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Closing Statement

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While the Unified Messaging Campaign is a continuing success for HCL, both as a business strategy and a creative articulation of our beliefs, what has made it special are the operating principles it has generated for future campaigns and marketing efforts.

  1. Only Best in Class or First in Class – given the clutter of marketing communications, there is simply no alternative to a stand-out effort both for internal and external audiences. The reason why the RBtC Campaign succeeded was because most initiatives were unexpected.

  2. Brand must be a trigger for Change – a brand promise is really the business model. If it isn’t, the marketing wrapper is very quickly discovered and discarded. The RIPAS initiative established the campaign as a serious and firm-wide brand reaffirmation effort – which is why adoption took off.

  3. Respect for Employee Reality – the push strategy, where employees are audiences are subjected to marketing communications with complete disregard for their schedules or business needs, is ineffective. RBtC campaign and training modules were quickly consumed by HCL Sales because access to online training and collaterals was personalized and schedules were aligned to their daily routines.

  4. Respect for Global audiences – the most powerful message in the world falls flat if the recipient cannot understand it or its nuances. High quality geo-specific outreach helped us communicate our thoughts and beliefs with our employees and customers in the language they understood best.

  5. Never ending focus on Brand promise – while every line of business could tout its unique service offerings, the impact and believability of sales communications improves exponentially when the alignment with the overall corporate beliefs is deeply enmeshed. Our positioning advisory not only aligned the various businesses with RBtC philosophy, it also set this alignment up as an obvious to-do for all future and independent efforts by these teams.

  6. Integrated is the only way to go – an integrated campaign is no longer an option but a necessity. A cogent surround strategy requires both channels to be used in sync to create an unforgettable experience for the target audience. For our sales teams, creating pre-designed communication mailers and online training program worked in tandem with the coffee table book that they could carry to CXO level meetings. Only when a sales manager saw the end-to-end availability of this messaging did she switch rapidly. For our customers, the transition from experiencing our brand through the RBtC themed corporate website to the Gen 2.0 vision conversation at HCL premises was a seamless one and made it easier to grasp and appreciate our intent.

We appreciate your taking the time to read this submission. We hope you find the initiative as full of potential and as exciting as we do. Thank you.

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