People generally do not like change, to overcome this the benefits of that change need to be sold and that change then needs to be consistent.
We made a complete pigs ear of the change management and contradicted ourselves on numerous occasions, contradictions can often be mistaken for lies by many.
I would like to see a clear and concise objective with policies/strategies clearly planned to meet that objective and sold to the stakeholders in such a way as to create peer pressure and make them proud of their investment.
I will accept that this seasons objective was survival, that has great short term impact - we failed to build on that rush of emotion and mustn't miss that opportunity next time.
BeLEIGHve is a well used and fairly dated campaign that can work if goals are clear and the 'How' is lived by those engaging/selling it.