Leading Global Pharmaceutical
To clarify Corporate’s brand attributes across the organization to ensure company actions were in line with key target audience needs and expectations. Most executives, managers and employees were not adequately familiar with brand attributes.
We initiated employee research to determine if attributes were understood and used to guide daily actions, then conducted external target audience research to validate the relevancy of the attributes and if required, redefine them based on their input. We developed internal education and training programs.
Our client launched a multi-year internal “living the brand” program and achieved company-wide understanding of the brand attributes and what each employee must do to “bring them to life.”