Page 9 - Culture Book

One of the reasons our culture is great is because of

what it means for how we sound – the language we use.
PHRASES LIKE using words or phrases like “helluva” and “slide into

In most financial institutions, you’d be berated for

‘HELLUVA’ and our DMs” (two words or phrases I’ve used recently – for

very different audiences!).

But there’s such an appetite here to stand out from
‘SLIDE INTO our competitors. To sound different. To be noticed.

To be understood.

And for our message to resonate amongst all our
OUR DMs’ how they sound as a way to differentiate themselves.
different audiences.

There are lots of businesses that don’t consider

But at CP it’s another weapon in our arsenal.

It’s part of our culture.

BERT PREECE, MARKETING