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Company-wide Re-branding Program after Spin-off


An $11b leading provider of electronic commerce and payment solutions for businesses worldwide required a new brand and message platform following the spin-off of one of its largest business units. The CEO and the Executive Management Team engaged our firm to define the new brand, create a campaign to engage its workforce, unify the corporation's mission and vision and develop a comprehensive communications program for external stakeholders.


Working with the Executive Management Team and the internal Corporate Communications group, we developed a new message platform and single, global "story" to articulate the company's mission, vision and values. Next, we developed a comprehensive program to roll-out the new messaging which included:

  • An integrated employee engagement program and campaign targeted to the company's 39,000 employees in 40 countries. The campaign included executive and management briefings, a case-bound book, pocket guide, and CD with videos, presentations and downloadable posters. The materials were produced in six languages and launched worldwide on the same day.
  • A "Storytelling" approach reinforced the new brand, and encouraged employees to add to the story by sharing their successes and defining their "role" in the future company.
  • A messaging framework for all internal and external communications globally.

Results/Key Metrics/ROI

This effort resulted in the following successful outcomes:

  • Successful launch of the campaign on the day of the spin-off and IPO, orchestrating delivery across multiple time zones to employees worldwide.
  • New, updated messaging leveraged with financial analysts, media and clients to promote consistent and unified marketing positioning for the company post-spin.
  • Corporate-wide employee workshops held with local management to adapt the "Story" to the unique business requirements and culture of the location.

Other Services Requested by this Client

Graeper Marketing provided an outsourced solution for management of the company's international marketing program supporting 39 countries.