MARKETING PROJECT

A Fortune 100 company was facing an identity challenge: They had added extensive capabilities, organically and through acquisition, to serve their global client base with new products and solutions. However, perception of the brand as a “single-product” provider remained. Moreover, a strong corporate culture had some employees clinging to the past and dismissive of the expanded capabilities.  The challenge was to reinvent the meaning of the brand to both customers and employees and evolve the understanding of how the company was meeting expanded market needs.

Led a multi-agency team to fundamentally re-examine the equity of the brand and identify perception gaps. Performed research to identify unmet customer needs and decision-making dynamics across multiple target segments globally, as well as internal research to uncover knowledge gaps and cultural hurdles to evolving understanding of the brand. Developed a new brand strategy to address both internal and external challenges and position the company for future growth and capability expansion. This was followed by a new brand identity rollout and integrated communications campaigns to create internal alignment and external understanding of the company’s capabilities.

Customer perception and knowledge of the brand’s capabilities improved by double-digits in first 12 months after launch, contributing significantly to rapid business growth over the subsequent three years. Internal metrics showed that employees’ understanding of the brand strategy improved significantly and created more collaborative behavior in addressing complex customer needs.