Sections
Poll: Ministry of Niger Delta
Do you support the recently-established ministry of Niger Delta?
New face of CSR and Nigerian banking
Font size:
From the early nineties especially, a recurring minus for the banking industry had always been its avowed and high street opulence in the midst of squalor and hopelessness. Indeed, while the banks continued the rat race to the biggest profit, the real sector especially the manufacturers kept recording dwindling capacity utilization and productivity.
Those who struggled to give something back were largely confined to tokenisms in charity and philanthropy. Worse still, the noise that came with the alms was far heavier than the act themselves. Reminds you of the classic case of the blue-chip company which spent $75m on its philanthropic activities, and promptly launched a $100m advertising campaign to publicize it!
When Bank PHB lighted on the banking scene, it always had more than banking on its mind. It spoke to the higher minds, the higher values, and the higher man. It seemed clear that it wanted to make the kind of impact that would affect society in a way that no other corporate organization had done before. Starting from its inspirational corporate communication, challenging all of us that “impossibilities do not exist,” to their national vision that “one day, Nigeria will win the world cup,” to the global message on renewable energy sources that says “one day, cars will run on water,” theirs is the story of iconic change.
Now, with Cause Marketing, Bank PHB has once more upped the bar. Wikipedia describes cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a “for profit” business and others for mutual benefit.
The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes.
The creation of the term “cause-related marketing” is attributed to American Express, and it was coined to describe efforts to support locally based charitable causes in a way that also promoted business.
The term was then used to describe the marketing campaign led by American Express in 1983 for the Statute of Liberty Restoration project.
The terms “cause-related marketing” and “cause marketing” continued to grow in usage since that time. In more recent years the term has come to describe a wider variety of marketing initiatives based on the cooperative efforts of business and charitable causes.
In simple terms, cause marketing revolves around the employment of a project or cause in marketing to the public: “we believe in providing education for the less privileged, if you believe in education for the less privileged, come partner us.” Some even go further to specify that out of every naira we declare as profit, we will put back 20k into education.
By buying our products and services, you are making education more available for the less privileged. It appeals to your higher values, while still offering you the same or more values as competition does.
What is the Bank’s anvil for this first of its kind co-operative marketing mission? It is the PHB Scholars Scheme where for some years now the Bank has been sponsoring brilliant but indigent students, building and upgrading school libraries all over the country. Now, they have opened a new vista which essentially says “bank with us because you believe in the same values we believe in.”
When BankPHB carted away two awards at the maiden Social Enterprise Report and Awards (SERA) held at the MUSON centre, and organized by the Nigerian Institute for Public Relations in conjunction with Trucontact it did not come as a surprise to those knowledgeable in the CSR world.
The first award was for its service to the larger community as Best Bank in Corporate Social Responsibility in recognition of the Bank’s paradigm-shifting, consistent implementation of innovative and sustainable people-focused CSR programmes; and the second award to Francis Atuche, MD/CEO of the bank for the leadership role in socially responsible practices and investment in individuals and communities in Nigeria.
And so the awards only tell the story of what went before. Long before the awards were the actual initiatives, and these have been there from when Bank PHB was still known as Platinum Bank, before the merger with Habib Bank. Let us do a brief run down:
Originally, The Apprentice premiered in 2004 in the USA, and immediately became a cultural phenomenon, not least because it was anchored by the inimitable Donald Trump, a billionaire with a billion dollar ego, a man with unquestioned smarts who revelled in the Art of the Deal (title of his bestseller). For a long time, Trump was the man with the Midas touch. After graduating from the prestigious Wharton University and thereafter apprenticing with his father, Fred, he made other real estate people look like they were non-starters. He was chalking up big deal after big deal, and seemed invincible. By and large Donald Trump managed to become more impressive, more, if you like, larger than life.
In a short time, the Apprentice has spread round the world, and a few weeks ago, Bank PHB brought in the maiden edition not only to Nigeria but also to Africa. This first edition has brought together next generation leaders at home or living in Diaspora from all over Africa including Nigeria, Ghana, Tanzania, Kenya and Uganda. It is a global coup of the first order.
In bringing The Apprentice to Africa, Bank PHB has firmly put the heart of Africa on the Business reality television map. In addition, in its commitment to, and achievement in ensuring that Nigeria hosts the very first edition of the show, which is touted as the leading business reality show in the world, the Bank has once again proved the maxim that “there is no such thing as impossibility if you set your mind to it.”
The excitement is palpable. From Nigeria to Ghana to Kenya to UK and the US, young Africans both at home and in the Diaspora who believe they have what it takes in the cerebral segment are already vying for who will be the First Apprentice Africa.
FULBRIGHT-BANKPHB SCHOLARSHIP (June 2007)
The Fulbright Scholarship is the US government’s most prestigious scholarship, and past awardees in its 50-year history have included distinguished global icons like Chinua Achebe, Maya Angelou, Boutros Boutros Ghali, Javier Solano, Fernando Cardoso, Ingvar Carlsson, and Bill Clinton.
In recognition of BankPHB’s commitment to capacity building as well as extending the frontiers of education, leadership and innovation, the US Embassy selected the Bank as its first Nigerian corporate partner to help sponsor its scholarship programme. It was in this capacity that Abubakar Momoh, a Senior Lecturer at the Lagos State University departed Nigeria for a research stint at the UCLA under the aegis of the Fulbright-Bank PHB Scholarship Programme.
UNITED NATIONS GLOBAL COMPACT, UNGC (March 2007)
The UNGC is the world’s largest voluntary partnership committed to corporate citizenship. Realising that its goals are in proper alignment with those of this United Nation body, BankPHB promptly signed up to this global coalition that promotes responsible corporate citizenship in the world. In July 2007, Francis Atuche, the Bank’s MD, was at the UNGC Leaders’ Summit in Geneva, Switzerland, where he had a unique opportunity to contribute to global debates, and share ideas with the international community on Corporate Social Responsibility.
BANK PHB INTERN ACADEMY (January to March 2007)
In building its brand, BankPHB has focused a lot on the developmental aspirations of young people. The Intern was another initiative in that pyramid of efforts. Debuting on Nigeria’s national television in January, the programme held Nigerians spell bound for 13 weeks. It was, in effect, a redefinition of Reality TV as we know it. Instead of the usual soppy fare, we saw a communally edifying yet entertaining programme that encouraged an abiding capacity for “accepting no limitations” in business as well as in life.
An independent research survey carried out by a foremost research firm, Research International, underlined the show’s uniqueness: an astounding 95% of respondents agreed that it was a very educative programme.
INTERNATIONAL YOUNG CREATIVE ENTREPRENEURS, IYCE, 2007
Displaying the same zeal with which it pursued the entrepreneurial-inclined The Intern, Bank PHB became a partner to the British Council’s IYCE, an initiative that identifies and rewards talented young people between the ages of 25 to 35, and creative entrepreneurs working across a vast spectrum of the creative world. This initiative enables the empowerment of young Nigerians to achieve their creative entrepreneurial dreams by providing them with much needed and often critical financial support.
NATIONAL VOTER ENLIGHTENMENT (February 2007)
As the national elections drew near in 2007, Bank PHB again dug in to play its part in ensuring that the elections would not be marred by violence. Having regard to the fact that it couldn’t probably go round the millions that make up the electorate, it concentrated its effort on the reportage, a critical area because actions and reactions are generally generated based on information received from the mass media. Bank PHB, in conjunction with the United States Information Service and Ruyi Communications organized a massive voter enlightenment programme which equipped the Nigerian Media with adequate skills and experience required to facilitate effective professional reportage of the 2007 elections.
THE WORLD BUSINESS FORUM (October 2006)
Bank PHB became the first African company to sponsor this event that had in attendance global luminaries like Colin Powell, Michael Porter and Rudy Giuliani. Why did the Bank bother? Because the Forum is the ultimate venue for the challenging of conventional thinking, where leading icons congregate to proffer solutions to the world’s most challenging issues. With the BankPHB sponsorship, Africa became, not just a topic on the agenda, as it perennially is, especially the hunger and deprivation topics; BankPHB brought Africa to the fore as an enabler, a facilitator, the kind of role that Africa should increasingly be taking on. It must be said again that since then other African institutions have begun to follow suit.
BANK PHB NATIONAL SCHOLARS (March 2004 to date)
Commencing in 2004, this flagship educational CSR initiative has made tremendous difference in the lives of numerous young Nigerian secondary school students. This is against the backdrop of the Bank’s consideration of the Nigerian youth as pivotal to change in the society. The Scheme was therefore developed to provide access to education and mind development to students.
Operationally, the Bank encourages schools to forward the names of brilliant indigent students. After assessment, the students are then given scholarships that cover levies, exam fees, books, uniforms, sandals and school bags, in addition to monthly stipends. Today, some of those pioneer students are also enjoying scholarships at university level.
The scheme also builds and stocks libraries with relevant books and to date is operational in Kaduna, Abuja, Bauchi, Kano, Katsina, Enugu, and Delta States.
VICTORIA ISLAND TRAFFIC MANAGEMENT (July 2001)
This was well before the days of LASTMA. Traffic situation was chaotic and commuters were spending endless hours on the roads. The Rotary Club of Victoria Island had come up with the idea of teaming up with a corporate organisation that would help provide the muscle and logistics to break the gridlock. A lot of companies turned them down until they got to BankPHB. It was Platinum Bank at the time. It was a whole lot of work and it took a load of human and material resources to achieve. For example, there were numerous meetings to plan and execute, permits to obtain, documentations with various partners including the Rotary Club, consultants, and government authorities. Thereafter, the Bank had to assemble the traffic wardens, provide uniforms, monthly upkeep, erect road signs, etc. It was in short a Herculean task. But the upside was that the traffic eased up considerably and the bank was bombarded with notes, e-mails and calls of appreciation from all quarters.
MILLENNIUM MODELS: (October 1999 to March 2000)
This initiative came at a time when there was a lot of uncertainty about the new millennium. What will happen as the world approaches the turn of the millennium? Will computers crash? Will the world…? Those were some of the concerns that consumed the world as the 20th century drew to an end. At BankPHB, it was a different scenario: who were the change agents of the century, where are the leading beacons into the fast-approaching new century, what values and ideas will take us, as a people to the so earnestly yearned-for pride of place we always knew we could occupy? Enter the Millennium Models.
Beyond global uncertainty however was also a perceived lack of direction amongst the youth of Nigeria. There was a gnawing feeling that our young people were drifting without a sound set of values or role models to look up to. The Millennium Models was to showcase trailblazing Nigerians both at home and in the Diaspora who were doing Nigeria proud, people our youth could model and pattern their lives after.
Running in the national dailies on a weekly basis, it was such a hit with readers nationwide that the scope of the programme had to be severally reviewed and enlarged. Since then, it has spawned a lot of me-too ideas.
CORPORATE COMMITMENT TO CSR
Its unwavering steadfastness and commitment to the well-being of its various stakeholders therefore gave Bank PHB that coveted niche that others are trying hard to break into. One reason this is so is the Bank’s total immersion in the culture of corporate social responsibility, CSR. This culture and way of life is carved into the DNA, the very make-up of Bank PHB.
Francis Atuche, the bank’s MD put it this way: ‘Our passionate pioneering emphasis on corporate social responsibility is on one hand, a natural derivative of our values, mission and vision in managing our core business to global corporate governance standards. On the other hand, it is a deliberate commitment to higher ideals beyond the profit bottom line and hinged on adding value to our social life in order to provide sustainable positive impact for the society in which our operations are based’.
In doing its good deeds however, the bank has committed to quality communication that can only be described as world class. If there is any bank whose communication materials the public waits for expectantly, the bank has to be PHB. This is not surprising considering that all its marketing communications materials are bed-rocked on the idea of Inspired Brilliance, communicating the belief that man can make much greater, even mind boggling progress if only he can plug in to the powers of the Big Idea.
The Big Idea, meanwhile, (in the bank’s reasoning) is something that is everywhere. It is in everybody who makes that little extra effort to go a little deeper than the face value. It is in everybody whose insight helps make them significantly more visionary than their peers. It’s the reason why we can look forward, in the midst of the energy crisis, to a time when cars will run on water; it is the explanation for why a basketballer can soar past high rises to do a dunk. It’s all about the possible. That is what Bank PHB drums into our ears 24/7.
THE FUTURE
The bank’s appreciable strides in CSR have not gone unnoticed. In fact, it has been well rewarded, although the Bank would rather describe it as rewarding.
All in all, BankPHB has made laudable and far-reaching contributions in the sphere of CSR. It can safely be said that the bank has emerged as a role model for other banks and corporate organizations who are trying to make a mark beyond the bottom-line. The challenge is that Bank PHB keeps advancing the practice. Is it the knowledge or the commitment, or the resources, or all these factors?
What the Bank has found is that its people empowerment efforts do actually help boost the bottomline, maybe not in a cause and effect way but there is evidence to suggest that its good works coupled with its brilliant advertising have won it more customers and fans than it otherwise would have had had it not adopted this win-win strategy which has made it a soar away success. And herein is the real lessons for other Banks: by helping others, you are actually helping yourself. Above all, it is the way of the future: reaching out, standing out for something, becoming an inextricable part of our national fabric.
The opportunities are enormous, the value immeasurable for those who see the future. It is about ideas.
Those who struggled to give something back were largely confined to tokenisms in charity and philanthropy. Worse still, the noise that came with the alms was far heavier than the act themselves. Reminds you of the classic case of the blue-chip company which spent $75m on its philanthropic activities, and promptly launched a $100m advertising campaign to publicize it!
When Bank PHB lighted on the banking scene, it always had more than banking on its mind. It spoke to the higher minds, the higher values, and the higher man. It seemed clear that it wanted to make the kind of impact that would affect society in a way that no other corporate organization had done before. Starting from its inspirational corporate communication, challenging all of us that “impossibilities do not exist,” to their national vision that “one day, Nigeria will win the world cup,” to the global message on renewable energy sources that says “one day, cars will run on water,” theirs is the story of iconic change.
Now, with Cause Marketing, Bank PHB has once more upped the bar. Wikipedia describes cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a “for profit” business and others for mutual benefit.
The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes.
The creation of the term “cause-related marketing” is attributed to American Express, and it was coined to describe efforts to support locally based charitable causes in a way that also promoted business.
The term was then used to describe the marketing campaign led by American Express in 1983 for the Statute of Liberty Restoration project.
The terms “cause-related marketing” and “cause marketing” continued to grow in usage since that time. In more recent years the term has come to describe a wider variety of marketing initiatives based on the cooperative efforts of business and charitable causes.
In simple terms, cause marketing revolves around the employment of a project or cause in marketing to the public: “we believe in providing education for the less privileged, if you believe in education for the less privileged, come partner us.” Some even go further to specify that out of every naira we declare as profit, we will put back 20k into education.
By buying our products and services, you are making education more available for the less privileged. It appeals to your higher values, while still offering you the same or more values as competition does.
What is the Bank’s anvil for this first of its kind co-operative marketing mission? It is the PHB Scholars Scheme where for some years now the Bank has been sponsoring brilliant but indigent students, building and upgrading school libraries all over the country. Now, they have opened a new vista which essentially says “bank with us because you believe in the same values we believe in.”
When BankPHB carted away two awards at the maiden Social Enterprise Report and Awards (SERA) held at the MUSON centre, and organized by the Nigerian Institute for Public Relations in conjunction with Trucontact it did not come as a surprise to those knowledgeable in the CSR world.
The first award was for its service to the larger community as Best Bank in Corporate Social Responsibility in recognition of the Bank’s paradigm-shifting, consistent implementation of innovative and sustainable people-focused CSR programmes; and the second award to Francis Atuche, MD/CEO of the bank for the leadership role in socially responsible practices and investment in individuals and communities in Nigeria.
And so the awards only tell the story of what went before. Long before the awards were the actual initiatives, and these have been there from when Bank PHB was still known as Platinum Bank, before the merger with Habib Bank. Let us do a brief run down:
Originally, The Apprentice premiered in 2004 in the USA, and immediately became a cultural phenomenon, not least because it was anchored by the inimitable Donald Trump, a billionaire with a billion dollar ego, a man with unquestioned smarts who revelled in the Art of the Deal (title of his bestseller). For a long time, Trump was the man with the Midas touch. After graduating from the prestigious Wharton University and thereafter apprenticing with his father, Fred, he made other real estate people look like they were non-starters. He was chalking up big deal after big deal, and seemed invincible. By and large Donald Trump managed to become more impressive, more, if you like, larger than life.
In a short time, the Apprentice has spread round the world, and a few weeks ago, Bank PHB brought in the maiden edition not only to Nigeria but also to Africa. This first edition has brought together next generation leaders at home or living in Diaspora from all over Africa including Nigeria, Ghana, Tanzania, Kenya and Uganda. It is a global coup of the first order.
In bringing The Apprentice to Africa, Bank PHB has firmly put the heart of Africa on the Business reality television map. In addition, in its commitment to, and achievement in ensuring that Nigeria hosts the very first edition of the show, which is touted as the leading business reality show in the world, the Bank has once again proved the maxim that “there is no such thing as impossibility if you set your mind to it.”
The excitement is palpable. From Nigeria to Ghana to Kenya to UK and the US, young Africans both at home and in the Diaspora who believe they have what it takes in the cerebral segment are already vying for who will be the First Apprentice Africa.
FULBRIGHT-BANKPHB SCHOLARSHIP (June 2007)
The Fulbright Scholarship is the US government’s most prestigious scholarship, and past awardees in its 50-year history have included distinguished global icons like Chinua Achebe, Maya Angelou, Boutros Boutros Ghali, Javier Solano, Fernando Cardoso, Ingvar Carlsson, and Bill Clinton.
In recognition of BankPHB’s commitment to capacity building as well as extending the frontiers of education, leadership and innovation, the US Embassy selected the Bank as its first Nigerian corporate partner to help sponsor its scholarship programme. It was in this capacity that Abubakar Momoh, a Senior Lecturer at the Lagos State University departed Nigeria for a research stint at the UCLA under the aegis of the Fulbright-Bank PHB Scholarship Programme.
UNITED NATIONS GLOBAL COMPACT, UNGC (March 2007)
The UNGC is the world’s largest voluntary partnership committed to corporate citizenship. Realising that its goals are in proper alignment with those of this United Nation body, BankPHB promptly signed up to this global coalition that promotes responsible corporate citizenship in the world. In July 2007, Francis Atuche, the Bank’s MD, was at the UNGC Leaders’ Summit in Geneva, Switzerland, where he had a unique opportunity to contribute to global debates, and share ideas with the international community on Corporate Social Responsibility.
BANK PHB INTERN ACADEMY (January to March 2007)
In building its brand, BankPHB has focused a lot on the developmental aspirations of young people. The Intern was another initiative in that pyramid of efforts. Debuting on Nigeria’s national television in January, the programme held Nigerians spell bound for 13 weeks. It was, in effect, a redefinition of Reality TV as we know it. Instead of the usual soppy fare, we saw a communally edifying yet entertaining programme that encouraged an abiding capacity for “accepting no limitations” in business as well as in life.
An independent research survey carried out by a foremost research firm, Research International, underlined the show’s uniqueness: an astounding 95% of respondents agreed that it was a very educative programme.
INTERNATIONAL YOUNG CREATIVE ENTREPRENEURS, IYCE, 2007
Displaying the same zeal with which it pursued the entrepreneurial-inclined The Intern, Bank PHB became a partner to the British Council’s IYCE, an initiative that identifies and rewards talented young people between the ages of 25 to 35, and creative entrepreneurs working across a vast spectrum of the creative world. This initiative enables the empowerment of young Nigerians to achieve their creative entrepreneurial dreams by providing them with much needed and often critical financial support.
NATIONAL VOTER ENLIGHTENMENT (February 2007)
As the national elections drew near in 2007, Bank PHB again dug in to play its part in ensuring that the elections would not be marred by violence. Having regard to the fact that it couldn’t probably go round the millions that make up the electorate, it concentrated its effort on the reportage, a critical area because actions and reactions are generally generated based on information received from the mass media. Bank PHB, in conjunction with the United States Information Service and Ruyi Communications organized a massive voter enlightenment programme which equipped the Nigerian Media with adequate skills and experience required to facilitate effective professional reportage of the 2007 elections.
THE WORLD BUSINESS FORUM (October 2006)
Bank PHB became the first African company to sponsor this event that had in attendance global luminaries like Colin Powell, Michael Porter and Rudy Giuliani. Why did the Bank bother? Because the Forum is the ultimate venue for the challenging of conventional thinking, where leading icons congregate to proffer solutions to the world’s most challenging issues. With the BankPHB sponsorship, Africa became, not just a topic on the agenda, as it perennially is, especially the hunger and deprivation topics; BankPHB brought Africa to the fore as an enabler, a facilitator, the kind of role that Africa should increasingly be taking on. It must be said again that since then other African institutions have begun to follow suit.
BANK PHB NATIONAL SCHOLARS (March 2004 to date)
Commencing in 2004, this flagship educational CSR initiative has made tremendous difference in the lives of numerous young Nigerian secondary school students. This is against the backdrop of the Bank’s consideration of the Nigerian youth as pivotal to change in the society. The Scheme was therefore developed to provide access to education and mind development to students.
Operationally, the Bank encourages schools to forward the names of brilliant indigent students. After assessment, the students are then given scholarships that cover levies, exam fees, books, uniforms, sandals and school bags, in addition to monthly stipends. Today, some of those pioneer students are also enjoying scholarships at university level.
The scheme also builds and stocks libraries with relevant books and to date is operational in Kaduna, Abuja, Bauchi, Kano, Katsina, Enugu, and Delta States.
VICTORIA ISLAND TRAFFIC MANAGEMENT (July 2001)
This was well before the days of LASTMA. Traffic situation was chaotic and commuters were spending endless hours on the roads. The Rotary Club of Victoria Island had come up with the idea of teaming up with a corporate organisation that would help provide the muscle and logistics to break the gridlock. A lot of companies turned them down until they got to BankPHB. It was Platinum Bank at the time. It was a whole lot of work and it took a load of human and material resources to achieve. For example, there were numerous meetings to plan and execute, permits to obtain, documentations with various partners including the Rotary Club, consultants, and government authorities. Thereafter, the Bank had to assemble the traffic wardens, provide uniforms, monthly upkeep, erect road signs, etc. It was in short a Herculean task. But the upside was that the traffic eased up considerably and the bank was bombarded with notes, e-mails and calls of appreciation from all quarters.
MILLENNIUM MODELS: (October 1999 to March 2000)
This initiative came at a time when there was a lot of uncertainty about the new millennium. What will happen as the world approaches the turn of the millennium? Will computers crash? Will the world…? Those were some of the concerns that consumed the world as the 20th century drew to an end. At BankPHB, it was a different scenario: who were the change agents of the century, where are the leading beacons into the fast-approaching new century, what values and ideas will take us, as a people to the so earnestly yearned-for pride of place we always knew we could occupy? Enter the Millennium Models.
Beyond global uncertainty however was also a perceived lack of direction amongst the youth of Nigeria. There was a gnawing feeling that our young people were drifting without a sound set of values or role models to look up to. The Millennium Models was to showcase trailblazing Nigerians both at home and in the Diaspora who were doing Nigeria proud, people our youth could model and pattern their lives after.
Running in the national dailies on a weekly basis, it was such a hit with readers nationwide that the scope of the programme had to be severally reviewed and enlarged. Since then, it has spawned a lot of me-too ideas.
CORPORATE COMMITMENT TO CSR
Its unwavering steadfastness and commitment to the well-being of its various stakeholders therefore gave Bank PHB that coveted niche that others are trying hard to break into. One reason this is so is the Bank’s total immersion in the culture of corporate social responsibility, CSR. This culture and way of life is carved into the DNA, the very make-up of Bank PHB.
Francis Atuche, the bank’s MD put it this way: ‘Our passionate pioneering emphasis on corporate social responsibility is on one hand, a natural derivative of our values, mission and vision in managing our core business to global corporate governance standards. On the other hand, it is a deliberate commitment to higher ideals beyond the profit bottom line and hinged on adding value to our social life in order to provide sustainable positive impact for the society in which our operations are based’.
In doing its good deeds however, the bank has committed to quality communication that can only be described as world class. If there is any bank whose communication materials the public waits for expectantly, the bank has to be PHB. This is not surprising considering that all its marketing communications materials are bed-rocked on the idea of Inspired Brilliance, communicating the belief that man can make much greater, even mind boggling progress if only he can plug in to the powers of the Big Idea.
The Big Idea, meanwhile, (in the bank’s reasoning) is something that is everywhere. It is in everybody who makes that little extra effort to go a little deeper than the face value. It is in everybody whose insight helps make them significantly more visionary than their peers. It’s the reason why we can look forward, in the midst of the energy crisis, to a time when cars will run on water; it is the explanation for why a basketballer can soar past high rises to do a dunk. It’s all about the possible. That is what Bank PHB drums into our ears 24/7.
THE FUTURE
The bank’s appreciable strides in CSR have not gone unnoticed. In fact, it has been well rewarded, although the Bank would rather describe it as rewarding.
All in all, BankPHB has made laudable and far-reaching contributions in the sphere of CSR. It can safely be said that the bank has emerged as a role model for other banks and corporate organizations who are trying to make a mark beyond the bottom-line. The challenge is that Bank PHB keeps advancing the practice. Is it the knowledge or the commitment, or the resources, or all these factors?
What the Bank has found is that its people empowerment efforts do actually help boost the bottomline, maybe not in a cause and effect way but there is evidence to suggest that its good works coupled with its brilliant advertising have won it more customers and fans than it otherwise would have had had it not adopted this win-win strategy which has made it a soar away success. And herein is the real lessons for other Banks: by helping others, you are actually helping yourself. Above all, it is the way of the future: reaching out, standing out for something, becoming an inextricable part of our national fabric.
The opportunities are enormous, the value immeasurable for those who see the future. It is about ideas.
Add to:
del.icio.us |
Digg
del.icio.us |
Digg
Email to a friend
Print version
Plain text
Comments ( posted):
Post your comment