You can call it “Inter­nal Adver­ti­sing” if you want; I find that a bit old-school, frankly. I pre­fer the term “CULTURAL HACKING”- chan­ging your company’s for­tu­nes NOT by trying to directly change what the gene­ral public thinks of you, but by trying to change what YOU think of you.

Impro­ving the com­pany by impro­ving the cul­ture, by sub­ver­ting the cul­ture via coun­te­rin­tui­tive means. Exactly.