The Challenge (Philips Global Brand Management): External think-tank delivered hard-to-communicate concepts with individual submissions of varying depth and complexity
The underlying business issue: Present the findings and thoughts in a coherent and engaging style while preserving the intellectual and creative integrity of the original inputs
The Project: A ‘deep dive’ into the submissions was accompanied by a review of the initial objectives and one-to-one communication with think-tank members. Core concepts were extracted, compared and contrasted to establish common ground. A unifying theme was evolved around which of the disparate thoughts and ideas could be gathered and the individual submissions were broken down and relocated under various headings to simplify access. The final text centred on reducing complex concepts to easy soundbites, supported by background material to create a stand-alone book section. |
