The Challenge (Sector: Health and well-being): The merger of two business units with a combined employee base of around 40,000
The underlying business issue: The need to establish a renewed competitive edge in a market dominated by relentless downward price pressure and rising Asian brands.
The Project: A combination of highly engaging internal and external communications to change tone of voice and received understanding. On the inside it was about creating a new employee mindset that marked a shift from engineering-led high volume electronics to marketing-driven lifestyle and design propositions. On the outside it was about brand messaging that consumers could relate to i.e., design quality and simplicity as opposed to complex functionality.