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STRATEGY > BUSINESS ALIGNMENT
A New Take on Corporate Rebranding
ATLANTA—June 22, 2006—Peer Synergy Group and Turning Point Strategies claim to have “cracked the code” for companies unsure of how to lead their business through a transition period: It starts with recognizing thought patterns and influencing behavior.
“Leading a company through a change is a challenge. Understanding the goals and vision, while developing a picture of the ideal target market and its needs, is a delicate balancing act. Add to the mix culture, different thought processes, and behavior of employees, and you have a lot of opportunities to spring a leak in the process,” said Ed King, Turning Point Strategies president, in a company announcement.
Turning Point is a brand consultancy whose charter is to help clients define and communicate their difference in the market. Peer Synergy Group offers organizational alignment consultative services, such as Web-based cultural assessment tools, transitional leadership workshops, and emotional intelligence technologies to help business leaders develop dynamic company cultures.
The companies said in the announcement that they have joined forces to offer their respective services to help clients overcome resistance to corporate change.“The key to achieving and sustaining change is to first modify employees’ perceptions, [instead of] attempting to change their behavior,” added Roger Blackstock, Peer Synergy Group founder. “Employees don’t typically fear change, but rather, the ambiguity that is commonly associated with change.”
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