There are tons of books about corporate culture. And there are dozens of best practice examples, too.
Google has the Google-O-Meter to gauge the popularity of employee suggestions.
Apple has the “we-are-the-nonconformists”-attitude every employee inhales as he or she enters the lobby for the first time.

However, most companies fail to implement a corporate culture that truly builds up team spirit and a shared aim everybody strives for.
And when it comes to communication matters, things are even worse.

Let´s have a closer look.

Big brands are oozing consistency. They are not trying to re-invent themselves every fortnight.
On the other hand, some brands definitely need to change. But even those who do a seemingly proper job often fail in the long run.
Why? Because they don´t communicate to their staff, to the heart of their brand. And we all know where heart insufficiency leads to.

If a brand changes, so does the corporate culture. And only if that change is communicated adequately to the staff, will it lead to something good and promising
instead of fear and distrust amongst the people working with you.

Change is too important to be heard at the water cooler.  Chinese whispers lead to misunderstanding. Communicate change in an open and involving way.

After all, how can you conquer the hearts of thousands of people out there if you don´t even manage to conquer the one of the guy sitting 5 metres behind you?

It´s about what they hear. Not what you say.