"Is your brand's #positioning well-defined? Are your team members aligned with it? Is it compelling enough to engage and motivate the entire organization?"
Facing a pivotal moment, a leading technology company approached us asking themselves these pressing questions. These were the critical inquiries they needed to address, not just for #growth, but for survival in today’s rapidly changing tech landscape.
Our mission was clear: to discover a new #brand positioning that not only embraced #change but also remained true to the company’s foundational integrity. We started by deeply engaging with both internal and external stakeholders, exploring the brand’s DNA, its historical significance and the positive impact that can have in people’s life. We designed engaging sessions with #consumers to harvest deep #insights into what truly resonates with them today. And in a #cocreative session we translated these insights into a #purpose-driven positioning that could serve as a beacon for the whole company.
The process was enlightening, unveiling a profound connection between the company’s legacy and the current market expectations. The efforts culminated in the creation of a powerful #manifesto—a clear, written declaration of the company's vision and operational principles, derived from the rich insights gathered. This #transformative journey reminded us the critical importance of maintaining a #human-centered focus, ensuring that every strategic step is deeply connected with the values and perceptions of the people a brand serves.
Christophe Fauconnier, Joyshree Reinelt, Femke van Loon, Luciana Panzuto, Siew Ting Foo, Chris Bohrer, Patricia Rodrigues, Dan Salzman, Sunaina Mehta, Javier Martin, Amy Winhoven, Roberto Cymrot, Lilly Borisenko, Reynard Laksmono, Puja Pendley, Natalie Alia, Brian Powell, Cristina Bondolowski, Laure MBARGA FUGIT, Sophie Ho, Ricardo Zapata, Nina Taniguchi, Gary So
CEO NewOrbit Ltd
2moWhen we first came up with the name for NewOrbit it chimed for a slightly geeky reason: when you add energy to an atom it's electrons jump to ... a new orbit. This was indicative of our business adding energy and taking our clients to new levels. SO proud of the new branding and how you've made it reflect the energy, Maciek (and team).