Make Sure Your Employees Believe in Your New Bank Image.

When you redefine your bank's brand and image, don't forget about getting lots of employee buy-in. That's the message in an article entitled, "PNG Takes Brand Positioning to New Heights with an Employee-Focused Campaign," which appears in the spring issue of the members-only BMA newsletter, Marketing Edge.

The PNC Financial Services Group Inc., Pittsburgh, believes that employee involvement was the key to success in their recent effort to redefine their brand and image. "We involved employees in every stage of deve1opment--from asking them to preview advertising to ensure its relevance of message, to including them in every aspect of the hunch," says Denise Johnson, senior vice president and chief marketing office at PNC.

Also in the quarterly issue is a question-and-answer interview with BMA President Ion McCarney on the current state of the banking marketing industry.