A leading global company with a portfolio of brands sought to invigorate one of its key brands by galvanizing the organization around its purpose.
Process
We created the first-ever brand purpose book for one of the client’s signature brands as a model for other brands. We started by interviewing brand leaders around the world to understand the brand’s heritage brand equity, and to identify opportunities and gaps in bringing the brand’s purpose to life.
We then worked closely with the global brand leaders to refine every aspect of the brand “DNA” (brand purpose, points of difference, personality, brand iconic assets). We then packaged this in a format that was easy to leverage for local development of creative and competitive marketing plans.
Outcome
- Improved engagement in–and activation of–the brand purpose globally, leading to fast growth in emerging markets.
- The client replicated the process and model across other brands.