|The Problem: A Fortune 500 Company with
multiple business units and customers/ stakeholders was not projecting
a consistent message or differentiating itself from competitors. Management
also wanted to stop the internal "fire fighting" around names, logos,
and taglines being applied inconsistently.
Our Solution: An "outside-in" perspective was developed following review of all pre-existing work and interviews with key stakeholders. Several customer-driven scenarios were developed and validated with customer research. Strong corporate positioning was recommended, along with a transition plan to determine how to best link this with other corporate and business unit efforts.
The Result: Chairman/CEO endorsed plan and is working with Executive Committee and newly appointed Director, Brand Identity to implement.