A brand in transformation
Context. The group went through a period of deep transformation, and I took on the coordination of all marketing.
What I did. I took on the running of marketing. In that new phase I proposed shifting the brand narrative —talking less about the product and more about what our end-to-end solutions meant for people and the environment— and led workshops with sales, product and R&D in each business unit. That reflection laid the foundations for the rebrand.
Result. Events, congresses and all group communication kept running without interruption through the change, and the new brand rolled out in every market.
What I take with me into CX: people don’t choose a product, they choose what solves their problem. And a change like this only works if it is built together with the teams.
Fall in love with the problem, not the solution.
Uri Levine
