Example: brand communication
Challenge
To enable head office, dealer staff and management to understand and embrace the brand repositioning and how this will alter the customer demographic and perception of the brand.
Objectives:
- To ensure all staff understand the repositioning of the brand and the change this will have on the customer demographics
- To communicate a consistent brand message across all departments and the dealer network
- To generate buy in and commitment to the process and how the messages can be integrated on a daily basis across the network
- To ensure that the customer receives a consistent message from everyone in the organisation
Solution
Taking an already successful European launch event, we needed to work with the UK organisation to ensure the messages that were relevant to this market were kept and communicated to a new audience. Working closely with the management team, we needed to design an approach that would not be simply seen as ‘another brand initiative’ but create real impact and challenge beliefs and assumptions about current and future customers.
We designed a one day programme focusing on four core areas that represented the branding and repositioning. To present the messages in a different way we developed a series of activities covering the 4 areas and delivered these in a series of themed zones. Participants moved from zone to zone completing stand alone activities that were also inter-related with the overall message and theme of the event. Each zone provided a new experience for participants using a mixture of sound, visuals, activities and key learning messages.
Result
All HO personnel and dealer principals have attended the event which is shortly to be rolled out across the dealer network. The involvement of the board and senior management clearly demonstrated the commitment to the programme and they were involved in opening/closing the days as well as participating.
The company are clearly happy with the quality and innovative methods used to communicate an existing message in a new light to gain buy in and although it is early days after implementation feedback across the group has been very positive.