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‘Every organisation that I know of is in the business of changing somebody’s behaviour. A for-profit company will try to convince consumers who currently purchase their competitor’s products to switch to theirs. A government might want to convince citizens to pay their taxes on time or to renew their driver’s licences online where it can be done more cost effectively and quickly. A public welfare organisation might want to encourage eligible families to sign up and receive aid or tuition support for their children’s education. In fact, I do not know of any organisation that is not in the business of changing behaviour.’

Excerpt taken from The Last Mile, by Dilip Soman

Logical Truth is in the business of changing employee behaviour to ensure it aligns with the brand, values and strategy of the organisation.

We’re a multidisciplinary team of specialists who deliver an integrated solution to employee engagement and internal marketing.

We have over 16 years of expertise in this specialist discipline. We don’t use any off-the-shelf solutions. Everything is custom made to the objectives, culture and needs of your business.


We offer solutions in:

A brand promise is just that – a promise, until it is understood and endorsed by employees and translated into a set of entrenched organisational behaviours.

We work hand-in-hand with businesses to define the organisational practices and ensure an effectively branded business, from the inside out.

By identifying brand behaviours and ‘hard wiring’ them into organisational processes and practices, we can ensure that the brand promise you’re making is fulfilled both internally and at the business-client interface.

“A brand is defined by the customer’s experience. The experience is delivered by employees”. – Shep Hyken

Of the 100 organisations that made the UK’s 2014 Best Workplaces list, 97% of Best Workplaces say they have values statements. They put their values at the heart of everything they do and they attribute their business success to them.

Values are the philosophies or principles that guide how an organisation conducts itself and the nature of the relationship it has with employees, clients, partners and shareholders.

Values guide companies in decision-making, differentiate businesses in the market, provide a basis for achieving cultural change, offer a measurement of success for both the company and the employees who work within it, they form a moral compass and help create organisational unity.

In short, they are critical to the sustainable success of a business.

Values cannot be created; they can only be identified. Chat to us about our unique process to identify your organisation’s values and unpack them into objective, measurable and manageable behaviours.

In a product parity world where technology, distribution and pricing can be quickly equalled, or bettered, service remains the single most compelling differentiator – it’s the answer to the question ‘why you?’.

We have extensive experience across a wide variety of industries in partnering with organisations to identify their key service differentiators and ensure organisational alignment through effective employee engagement.

What is an EVP? The answer is simple – if you and your competitors were to offer the same job, at the same salary to the same group of people, what would make them pick you?


An Employee Value Proposition is a summary of the value you offer to employees that encompasses:

Work: What I do and how I’m encouraged to do it

Career: Where I’m going and how I’m being helped to get there

Compensation: My salary, incentives, rewards

Benefits: The ‘other’ stuff I get – recognition, perks, wellness

Affiliation: How I feel about the organisation I work with – culture, ethics, values, trust


In the ongoing ‘war for talent’, we work with you to put a very sharp arrow in your quiver by defining a clear, compelling EVP that retains the talent you have and can be translated into an Employer Brand that attracts the best talent in the market.

Newsletters, social media, internal broadcasts, intranet, posters, mobiles, decals, hand-outs, desk-drops, team meetings, roadshows, training, conferences, SMS, podcasts, blogs, office grapevine, email, email and more email.

The ways in which you communicate with employees is both complex and complicated and the variety of options limited only by budget, time and technology. So how do you know what media is effective, which of your messages are getting through, what the most cost effective options are and how your employees prefer to receive information? Without answering these questions, both information and budget are being used ineffectively.

Through data driven research we’ll provide insight into your current communication landscape and identify the optimal media mix for you – one that gets the right information, into the right hands, at the right time.

We’re also able to fully develop and deploy any communication requirements you may have – from newsletters to intranet sites.

Bridging the gap between what is happening and what is possible, is what change management is all about.

Unfortunately, according to a study by Towers Watson, only 25% of change management initiatives are successful over the long term.

This is often due to poor communication support and a failure to create understanding of why the change is needed, what it will entail, the process of change and the upside of changing.

Given the fact that change is the only constant, particularly in the corporate environment, it is critical to support change management initiatives with a thorough, robust and well-planned communication programme.

We work with HR, change management and OD teams to develop change management communication to provide the direction and support necessary for successful implementation.

Everything from new product launches and employee health and wellness to anti-fraud campaigns and innovation challenges.

We apply the principles and methodologies of advertising to ensure clutter busting, emotionally compelling and fresh communication that will create impact.

Our team of designers, writers, illustrators, animators, event managers, photographers and production coordinators will translate your brief into an integrated campaign that always delivers on your objectives.

Sometimes classroom based learning is the best solution for ensuring employees have the skills, tools and information they need to excel.

But often it’s not.

We offer both non-traditional learning solutions that cater to different learning needs of employees, as well as training support to augment traditional training and drive better involvement, retention and ongoing skills sustainability.

Recognition for the hard yards we put in is a fundamental driver of employee engagement, in fact it’s a fundamental human need – we want to be acknowledged for the contribution we make. Being recognised for the right behaviours in the right way ensures we continue to excel and ‘deliver the goods’.

But not all recognition programmes are created equal. Poorly executed recognition programmes can become admin intensive, expensive and create despondent employees.

Our recognition framework draws on global best practice thinking and packages it in a way that is exciting, easy to implement and drives both values based and strategically aligned behaviour.


Our team consists of an ecosystem of specialists, each with more than 10 years of experience in their field.

By working as a collaborative team we can ensure specialist expertise without the burden of massive overheads – which are inevitably passed onto the client. This means we can take on projects of varying scale from small bespoke campaigns to international multi-year projects.

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The Applied Behavioural Economics team from Genesis Analytics specialises in understanding why people behave in the way they do and uses a set of tools to influence their decision-making and behaviour.

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Media Rocket

Media Rocket is renowned for marrying digital design and development with business intelligence and digital strategy –  delivering bespoke digital solutions that generate real returns.

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The New Black

An independent branding and communication firm founded in 2004; a team of problem solvers who are passionate about business and design.

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Renato Sabbioni

Renato Sabbioni Graphic Design specialises in contemporary design, art direction and corporate identity development.

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Yellowwood is an independent marketing strategy consultancy. We assist businesses in discovering solutions and developing insights into marketing’s most pressing issues through brand strategy, research insights and data analytics.



A failing grade for a consumer grade

In the last few months I’ve seen ‘consumer grade’ creative getting a lot of attention. Consumer grade for those still in the dark, is creative execution in internal marketing or employee communication of a standard or quality that is equal to external advertising – in other words, consumer grade.

Firstly, the very idea that we need to define a term to agree that what we produce for employees should be of a standard equal to that which we create for our clients offends me. Didn’t we all agree somewhere back in the Mesolithic era that employees were our most important audience? I thought we did. And it’s for that reason and several others that consumer grade just doesn’t make the grade. The work we produce for employees has to be of a far better standard than we produce for our consumers for the following reasons:

  • Our employees are more important. They create the brand experience.
  • Exposure and therefore inoculation are higher. Your customer may see your billboard twice a day, maybe four times a day. Your employees may see a screensaver, poster (do we still use those??!?!) or pillar wrap 10 or 12 or 14 times a day. With that level of exposure, consumer grade isn’t enough.
  • Lastly, employees see you with your make-up off and your teeth unbrushed. They hear the rumours, go through the restructures, experience the retrenchments. They know the worst about your business and so we have to work harder to look better.

Consumer grade is fine for consumers. We need something better for employees, we need something more impressive, more meaningful, more attention grabbing – we need employee grade.

Need help to create change in your organisation?


2018 Internal Marketing Trend Forecast

2018 Communication Trends (Long Version) as @ 23 January 2018

Need help to create change in your organisation?


Hack #1 Be brief, be bright, be gone

A short, well-crafted message is more impactful than pages of blah blah yadda yadda.

If you need a little more persuasion, here is a collection of powerful stories – told in just six words.

I’m faking Alzheimer’s. Said grandad. Again.
I met my soulmate. She didn’t.
Sorry soldier, shoes sold in pairs.
He hit send, then a tree.
Strangers. Friends. Best friends. Lovers. Strangers.

A simple rule of thumb, if you tell someone a hundred things they remember nothing; if you tell them only ten, they’ll remember ten.

Need help to create change in your organisation?


Hack #2 The best things in life are three

People like things in groups of threes.

Think: Goldilocks and the Three Bears, Liberte, Egalite, Fraternite, The Three Musketeers, The Three Little Pigs, Three Billy Goats Gruff and Rock, Paper, Scissors. Past, present, future. Beginning, middle, end.

Three is powerful stuff.

In literature, it’s called the rule of three and in design, the rule of thirds.

Why is three so powerful? The rule of three simply means that people can remember three pieces of information really well in short-term memory; add more items and retention falls off considerably. As more and more items are added to a list, the average person retains less and less. Four items are a bit harder to remember than three. Five items are even harder. Once the number of items on a list hits eight, most people have little chance of remembering the entire sequence.

So, if you’re writing, developing a strategy or designing a layout, keep the power of three in mind.

Need help to create change in your organisation?


Hack #3 Connect through stories

Facts are fine but stories are memorable. 

As people, we relate to, react to and remember stories far more effectively than facts alone – they’re a powerful way to reach out to people and connect emotionally in a way that facts simply can’t.

Why? Since we first sat around a fire people have been telling stories as a way of sharing, bonding and transferring knowledge. Research from Harvard University suggests that sharing experiences through stories builds trust, cultivates norms, transfers tacit knowledge, facilitates unlearning and generates emotional connections.

Six tactics for effective storytelling:

  1. People connect with people – and so stories about people are most effective
  2. Keep your stories interesting
  3. Share stories that stir up feelings
  4. The most powerful stories show rather than tell
  5. Build towards the moment-of-truth, the ‘aha’ moment
  6. Tell authentic stories – be honest, be vulnerable, be human

Need help to create change in your organisation?

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“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”

Scott Cook