Nixon Responds to Recent RBC Brand Challenge

I'm not sure how you felt as the news came out that RBC was replacing Canadian employees with off-shore talent, but as a client, I felt a deep sense of irritation. In his open letter to all Canadians, this RBC leader finally covers all the bases of an adequate brand response:

• The Audience: All Canadians as well as effected employees and customers
• The Admission: Identifies that 'compliance with rules' is different than operating within the best interests of all stakeholders
• The Apology/Responsibility: Says 'we are sorry' to stakeholders and takes responsibility for directing a brand response
• The Fix: Identifies a course of action for the present episode and broadens out to other sensitive areas
• The History: Provides context, metrics and commitment to maintain the brand's reputation
• The Conclusion: Thanks stakeholders who support the brand

This is a business case for brand and the modern business leader:

The challenge

The initial response

Open letter from Gord Nixon, President and CEO, Royal Bank of Canada

Branducation (five opportunities to improve skill):

1. What element(s) of the final response engendered a feeling of trust?
2. What element(s) of the final response were most compelling?
3. What element(s) signal the final response is genuine?
4. Identify any aspects of the final response that seemed forced or contrived.
5. Develop a short (100 word max - point form) argument to support the voice you hear (Mr. Nixon or a  guru from the marketing department) in these responses.  

A bit of Thunder Ridge