Global Communication Services Provider Refreshes & Rejuvenates Its Brand

Situation

Our technology client was ready to re-emerge after a period of decline.  Born as a result of an earlier spin off, they had never thoughtfully conceived their brand – in fact, they considered it “accidental.”  After such a successful start, the downturn opened their eyes to a need for a concerted focus on building their brand equity and engaging employees to live their brand’s promise.

Action

We managed the development of the brand strategy and platform and lead the brand initiative to identify desired brand behaviors for over 30,000 employees.  We also worked to identify and create the environment and culture by which to successfully deliver their brand promise.  Some of the key tactics included:

• Conducting extensive organizational focus groups and surveys with over 500 employees and 60 executives to understand and gain insight into the operational gaps preventing employees from “living the brand”
• Developed brand forum meetings worldwide for the top 3,000 to help them understand the new brand direction and create action plans for how they were going to make it “come alive” within their organizations and with their employees
• Identified desired brand behaviors for key customer-facing roles
• Facilitated process reengineering efforts for key customer touchpoint roles
• Created and implemented global communications and web- based brand training to over 30,000 employees worldwide

Results

Brand research results showed that the branding and marketing efforts helped to re-establish key critical organizational differentiators for customers and employees alike.