Why Communication in a Conglomerate is a Fine Balancing Act
One of the biggest misconceptions about corporate communication is that the same principles apply to every organisation. They don't. Communicating for a conglomerate is a discipline of its own. It is much more than creating a compelling brand narrative, designing a campaign, building a website, or publishing an annual report. Along with creating content, communication is about a content strategy that manages a constant balancing act. The first balancing act is between the conglomerate as a Group and the Businesses it houses. Every conglomerate, at a Group level, has a distinct identity—a philosophy, a purpose and a set of values that bind together businesses operating in vastly different sectors. The Group Brand has to speak about its culture, governance, leadership principles, sustainability commitments and long-term purpose. But each business competes in a very different marketplace. A cement company, for example, is competing against other cement companies. A financial servi...
