Brand Transformation

The advancing digitalization, growing connectivity of industries and ever-increasing globalization are megatrends that shape businesses and brands alike.

 

In these fast-paced environments, brands are challenged to adjust quickly to the new rules of the game and more demanding stakeholder expectations in terms of a “purpose driven” approach. While young brands need to prove themselves, established brands are challenged to keep up with the pace of markets in which brand success has become a question of adaptability and strategic alliances. Often enough, brands need to undergo a profound brand transformation to untap the potential of new and existing markets: is the positioning still aligned with key stakeholder needs, are the brand purpose and related value systems still future-proof and does the brand offer a truly outstanding experience to customers and employees?

 

Globeone has successfully delivered brand transformations in a variety of industries. Based on this longstanding experience, we developed our GLOBEONE Brand Transformer Model© to ease business leaders and (brand) communication teams the navigation through the complexity and pitfalls of brand transformation processes.

What we offer

Brand Analytics

Changing business environments demand efficient brand adaptation. We diagnose your brand and the status quo to determine the exact nature of change needed to reach your strategic objectives.

Brand Architecture

Strategic decisions can alter corporate relationships. We support you in effectively and efficiently reorganizing the architecture your brand portfolio and setting the roadmap for any necessary brand migration.

Brand positioning

New business strategies may need your brand to address key topics for new and varied stakeholder groups. We help you strengthen your brand model: from purpose, promise and values to the experience it offers.

BRAND STRATEGY

Once you truly understand what your brand means to its audience, where will you take it? We set out your brand portfolio, architecture and positioning, and then work with you to develop the strategy for a successful roll-out.

BRAND GOVERNANCE

In any organization operating on an international scale, ensuring brand quality and standards requires a rock-solid governance structure. We help you develop support systems to streamline access to brand-related information, and implement a community strategy to bring your brand to life on a global level.

BRAND MEASUREMENT

We have the knowledge needed to truly measure your brand’s success. Whether through qualitative or quantitative tracking, we give you the information needed to see and assess the results of your investment in your brand.

Brand Transformation

We are living in a fast-paced environment, where Digitalization, Globalization, Industry 4.0 or Business Transformation are only a few buzzwords to describe the current trends in the market. Companies and brands are directly affected by those. New Brands arise out of nowhere and disappear in the same speed again. Brands with a heritage, a long tradition or an established positioning have to be aware of the current and upcoming circumstances. Brands have to know if the customer needs are changing through market trends. Will the desired target segment still be addressed with the current brand positioning? Are the values, which our brand is perceived with, still worth to strive for also in the future? Or is a brand transformation needed?

 

Globeone has a strong footprint thanks to a variety of client-projects and studies in brands. With this experience and for this purpose, a Brand Transformation model was developed. It is not a one-time process to rush through, it is more a mindset, a guardrail to follow to ensure a smooth brand transformation.

What we offer

BRAND ANALYTICS

BRAND ARCHITECTURE

BRAND POSITIONING

BRAND STRATEGY

BRAND GOVERNANCE

BRAND MEASUREMENT

Brand transformer model

Brand Transformation model

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Cases

Studies

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