Conference Session: M19
M19 / Creating gLife: Genentech’s internal brand strategy
Date: Monday, 23 June
Time: 3–4:15 p.m.
Track: Employee Communication
How does a company that has ranked No. 1 and No. 2 in Fortune magazine’s list of “100 Best Companies to Work for in America” keep its employees engaged? At this session, you’ll learn how Genentech created an effective and sustainable framework to organize and increase participation in the company’s benefits and service offerings, while increasing employee loyalty and commitment.
You will:
- Learn about the audience-centric methodology and process that led to the creation of the gLife brand, and understand the program’s success metrics
- Find out how Genentech communicates its benefits and services to increase the utilization, value and return on investment of its offerings
- Experience how gLife infuses messages in presentations, web sites, internal brand experiences and collateral
Presenters / David Arrington / California, USA, is associate director of corporate relations at Genentech, a leading biotechnology company, where he is responsible for managing strategic internal communication. Arrington helps employees understand Genentech’s leadership, corporate mission, culture and long-range business strategy.
Gordon Rudow / California, USA, is co-founder and CEO of Bonfire Communications, an organizational communication agency specializing in employee engagement and strategy implementation. A strategic facilitator, Rudow helps leaders connect with employees and create environments where they can thrive.
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