Consumer Packaged

Consumer Packaged Goods Client

The Challenge

Develop a unified corporate brand identity, purpose, culture and company values for a paint-manufacturing business. We were also tasked with clarifying the roles of the business units and product brands, so that they work cohesively given the businesses structural and leadership changes.

The Approach

  • We developed an internal employee culture survey to understand what the employees believed the organisational strengths and weaknesses were, and the shifts that needed to occur.
  • Existing research and desk research was analysed and key-person interviews were conducted to determine the brand positioning opportunity.
  • Naming scenarios were explored to determine the most market appropriate naming route.
  • We incorporated the various sources of information to define and develop the most relevant corporate brand, purpose and culture.

The Outcome

  • An aligned executive team and programme to manage change and the adoption of values in the organisation, reflected in a naming system and brand architecture system to manage existing product equity in the market.
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