BIG TALK.

The article discusses the significance of an effective communication skill during organizational change in the U.S. Accordingly, during times of unexpected, unwanted, and unpredictable change, emotions often run high because resistance to the different or the unknown is an omnipresent aspect of human nature. However, change can represent an opportune time for executives and employees to re-evaluate the culture or brand. When communicating a brand or culture change to employees, it would be essential to ask for suggestions on the side of the employees, while focusing on the benefits. Once the brand message has been communicated to employees, managers would then provide the tools necessary for employees to properly deliver on those brand promises.