Creating

Global Consistency

Overview

How did a top 10 pharma company address brand messaging inconsistencies that were hampering their recruitment and retention efforts?

As a Senior Brand Strategy Consultant, I led a wide range of primary and secondary market research that underpinned a new global employment brand used across online and offline touches.

 

Situation

 

Powerfully communicating attraction and retention efforts is essential to maintaining relevance in this hyper-competitive category but varied considerably by profession, seniority, and country. This led to brand dilution and significant marketing cost inefficiencies.

 

Successes

 

Hired as the lead strategist and market researcher of a multi-discipline team, I led global C-Level interviews, conducted competitive analyses, solicited client input, incorporated quantitative research, and reviewed social media listening results

My research led to the insight that applicants - regardless of country, vocation, or seniority - shared a desire to make a difference. Based on the research, I wrote the “Many paths. One goal.” tag line to underpin the global employment brand. I guided the design team’s work to ensure that they stayed on-brand. Our efforts were rolled out globally.

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Consistency

© 2017 by Jonathan B Davis

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