brand workers (employees)
- Internal communication of new brand positioning: “innovation and you” in a storytelling way.
- Training given in the organization to employees to tell the story: why this new positioning and what does it mean for your department/function. How can you contribute to the new positioning?
- Conducted train-the-trainer sessions so that all employees could be trained.
- Incorporated the new positioning in tactics such as the Philips Magazine and organized events around this theme. I used to be the editor in chief of the Philips Magazine.
results
Thanks to the use of storytelling and various tactics, the new positioning was well received.
