The marketing organization of the newly formed portfolio company needed support to prepare the detailed planning and execution of rolling out of the newly completed brand strategy. In addition, there was a need to complete the marketing integration and year 1 roadmap.
CHALLENGE
The company lacked experience with the magnitude and complexity of rolling out a new corporate brand to three companies. There was a lack of resources to fully support development and execution of the rebranding and brand integration program. Previous rebranding efforts were focused on core Marketing assets (website, data sheets, whitepapers, etc) versus looking across the organization holistically to execute on the brand strategy.
There were various different marketing processes from the product development approach to overall marketing KPIs that needed to be aligned across the three companies.
APPROACH
The approach was to conduct workshops to help clients envision the future state organization. The business cases were presented to support all proposed rebranding initiatives (e.g. Legal Entity rebranding) to the CEO and Chairman for review and approval. The project plans were then developed and executed upon, keeping senior management and stakeholders informed along the way.
Once the new brand was rolled out throughout the company, support was provided to complete integration across the other marketing areas. This included leading the development of a company go to market strategy, an integrated annual Marketing plan and budget, and categorization and process to product launches.
RESULTS
Built a robust rebranding program with detailed plans working with the functional team leads representing virtually every function within the organization. Managed the impacts to the marketing organization around streamlining the product portfolio, including renaming and rebranding on products shipped to more than 80 countries. Additionally, led integration of the other areas of marketing to develop and roll-out robust tools to support on-going marketing efforts.