UMR, a company with a mission, had the building blocks of a brand platform (a raison d'être, values, graphic identity), but these building blocks were scattered, with no consolidated overall vision. However, in a period of strong development, the brand needs a well-constructed platform to give coherence to its actions and engage its employees behind a brand with a clear and strong vision.
We conducted Socrates interviews with the senior managers and focused first on drafting a vision, based on the company's history and its objective as a company with a mission, but also on the lessons learned from our Observatory of socio-cultural dynamics, the TrendsLab. This enables us to identify key aspirations that need to be satisfied in order to create differentiation. In an internal workshop, we deepened our vision and began to work on the 6 facets of the brand prism. We held a second workshop to update the evidence. Finally, as part of our ongoing drive to improve internal feedback to a wider group, we produced an impactful and engaging scrolling telling.
The truly ad hoc approach demonstrated the power of co-construction and the dynamic that it can create. This mission has helped to generate listening and sharing internally, leading to group cohesion. With a clear vision and global identity, the UMR is now even stronger in its development.
Enhance offerings and provide insight into innovation strategy
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