At Siegelgale, one of the main projects I worked on was to help Bank Hapoalim, a leading Israeli bank, to rebrand. I worked with Peter Gilson, the CEO, and Anita, a very effective senior consultant.
The last project necessitated weekly trips to Tel Aviv which I loved. The project took well over 6 months and and our project team and clients became a very close knit group.
My involvement
- Helping with brand strategy (brand vision, mission and values).
- Helping to simplify their literature system with the new brand.
- A review of their web site and recommendations on improving it in line with the new brand.
- An online flash presentation promoting the new brand strategy.
Highlights
- Flying business class from London to Tel Aviv each week and getting to recline completely on the chairs. We needed to sleep as we flew at night and arrived early in the morning before starting our workshops.
- Working closely with Tali, a marketing person at Bank Hapoalim, and earning her respect.
- Dinner and after-dinner discussions with Peter and Anita at the Hilton Hotel. We all got very close to the extent that Peter shared one night his "imposter syndrome."
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