Leading Global Pharmaceutical Company
Challenge:
Clarify corporate 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, redefine them based on their input
- Developed internal education and training program to embed desired brand attributes in the organization
Implications:
- Most executives, managers and employees were not adequately familiar with brand attributes
- Despite internal confidence, research revealed that important external audiences 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 audiences improved significantly
