Question

Topic: Taglines/Names

Rebranding Non Performing Branch Improvement Initi

Posted by Anonymous on 8/24/2011 at 3:34 AM ET 1000 Points
15% of our Financial Product Distributing Branches are labelled internally as Sick Units/ Challenging Branches or Non Performing Branches. They are usually the Bottom 15% of laggards in the whole network of branches.
The organisation wants them to be given special focus and a lot of attention and hand holding and tracking is done so that they can be brought up to performance standards. Thus Top performers are asked to realign from their roles and been put on this team. However because of internal branding that has stuck, no one wants to join the team and the employees associated with these branches are also being labelled.

Request give me some alternative names and taglines which can brand these branches in a positive light internally within the organisation.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 8/24/2011 at 10:48 AM Accepted
    Will the team reassignment be temporary or permanent? If permanent, you have a bigger problem that needs more than a name/tagline - it needs a internal communications process.

    For temporary names, consider:
    Turnaround Team
    The 15% Solution
  • Posted on 8/24/2011 at 8:35 PM Accepted
    Something is wrong with the strategy. Why would you punish your top performers by giving them losers to fix?

    Even if you fix them, there will still be 15% of your branches in the bottom 15%. Who will fix them?

    This reminds me of the Lake Wobegon thing about "all the children being above average" -- only in reverse.

    But to punish your top performers by rubbing their noses in the losers' businesses seems like a real disincentive. I'd hate to be a top performer in your organization if that's the way you reward me.

    And trying to solve the problem by re-naming the assignment is really putting lipstick on a pig.
  • Posted on 8/25/2011 at 1:22 AM Author
    hi,
    Should I have failed to inform, enough internal changes and support is being given.
  • Posted by kannanveeraiah on 8/25/2011 at 4:46 AM Accepted
    I think it is not just the problem of some of the Branches falling in the last 15 % category. Depending upon the market size & potential for the territory covered by the Branches, definitely there would be variations in the business generated by them; and so, always some of the branches would be at bottom while others are at top. The main problem must be that the operations at these branches are not viable or profitable.

    The problem could be due to :

    1) Market potential is not sufficient enough to justify having an independent branch for the geography (territory) falling under that branch.
    2) Branch is over staffed or under staffed for the available business potential.
    3) Qualified and experienced staff are not available at the branch.
    4) Compensation (pay & perks) made available to the staff are perceived to be insufficient for the talented ones to take up the assignments there.
    5) Competitors are already well established and are more aggressive in sales and customer service in the territory.

    So, depending upon the analysis of the reasons, your strategy would vary.

    When you want to encourage some of the best performers to move to such branches, discuss with them as to what their expectations are in terms of support and in terms of compensation. Definitely there are people willing to take up challenges. But, it should be worth taking up challenges in terms of rewards. As suggested by Jay, name the team as "Turnaround Team" it sounds better and it indicates the challenge instead of trouble / problem.
  • Posted on 8/25/2011 at 4:53 AM Author
    The problems is each of these and they are being addressed, Request some names and taglines pls.
  • Posted by kannanveeraiah on 8/25/2011 at 11:02 AM Member
    Still, it is a strategic call to turn around a branch. If you are sure that the strategic needs are being addressed, but you feel it is necessary to give an attractive and meaningful name communicating well to the employees, my suggestions would be :

    "Potential Branch".

    "Promising Branch".

    "Branch of Good Hope"....

    [You may recall history. What Bartolomeu Dias in 1488, named as "Cape of Storms" (Cabo das Tormentas) was later renamed by John II of Portugal as "Cape of Good Hope" (Cabo da Boa Esperança) because of the great optimism engendered by the opening of a sea route to India and the East. Later sea route was discovered / established to India].


  • Posted by scarlet27 on 8/31/2011 at 9:24 AM Accepted
    Financial Stairway Branch
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