Leading Global Pharmaceutical.

Challenge

Clarify corporates brand attributes across the organization to ensure company actions are in line with key target audience needs and expectations.

Actions

Initiated employee research to determine if attributes are understood and used to guide daily actions.

Conducted external target audience research to validate the relevancy of the attributes and if required, redifne them based on their input

Develop internal education and training program to embed desired

Implications

Most Executives, Manager and employees were not adequately familiar with brand attributes.

despite internal confidence, research revealed that important external audience were not comfortable with the attributes as defined by client.

Client also learned that key audience experiences with the company were below expectations.

Impact

Client launched multi-year internal “living the brand” program

achieved company-wide understanding of the brand attributes and what each employee must do to “bring them to life”

Interactions with key audicences improve significantly