Branding

==== At its simplest, branding is a series of chosen associations that a person or organization uses routinely in its communications. Coke, for example, has long been known as “The Real Thing”. It chose to brand its ethics and compliance efforts as “The Real Thing, The Right Way”. When American Express decided to rewrite its Code of Conduct it undertook an extensive branding effort to get to "My Company, My Code". And Siemens, after paying more than $1.3 billion in anti-corruption related fines and settlements in 2008, seems to have invested quite a bit more in the “Siemens Compliance System”. ====

====Most organizations aren’t going to have the brand identity of Coke, the budget of American Express or the public embarrassment incentive of Siemens behind their compliance and ethics communication efforts. But branding is more than a logo or a tagline and it isn’t an all or nothing choice. Even a little thought goes a long way. For example, do you want an “Integrity” program, but an “Ethicsline”? Or you might ask the marketing folks for an image like the one above .... How about just looking a component of the program - say the hotline. Would your employees call "Ethics Direct'? ==== = =

//Compliance and Ethics Branding Resources on the Web//**:**

 * ====Re-branding Risk Management and Audit Functions (Jaspal 2012) ====
 * ====Budgie the Owl? Compliance Project Branding (2012) ====
 * ====Implement A Compliance Marketing Strategy : Engage Your Employees and Change Your Culture (Orbuch and Spenler, United Healthcare, 2012) ====
 * ====Thomas Fox, Esq on "Branding Your Compliance Project" (2011) ====
 * ====Why Every Project Needs a Brand (and How to Create One) (Sloan Management Review, 2011) ====
 * ====ITT's "Living Our Values" Campaign (Video 2010) ====
 * ====Upgrading the Compliance and Ethics Experience at Yahoo (The Network 2010) ====
 * ====Internal Branding Best Practices Study (CMA 2007) ====
 * ====Making Compliance Exciting - How to get providers, Board Members, and staff interested in Compliance (Bivans and Fourkiller 2006) ====
 * ====Branding: the basics ====
 * ====Robert Wade, Esq., creator of "Captain Integrity", describes "Why Is Branding a Compliance Program Effective?" ====
 * ====<span style="font-family: Arial,Helvetica,sans-serif; font-size: 110%;">Stephen Vincze, Esq. offered some practical advice on a "Marketing and Branding Your Compliance Program". ====

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