Which?
Re-branding from the inside out
Axiom worked with Which? (formerly known as the Consumers’ Association) on the launch of its new brand. We provided strategic advice on the development of an integrated internal communication programme that would engage employees in the new brand and create impact in the marketplace.
We started with research to measure awareness of key messages and the effectiveness of communication channels. When the strategy was agreed, we went on to help deliver it. We produced a successful launch event attended by all employees, and trained brand ‘champions’ across the organisation to engage their colleagues in delivering the brand promises to customers.
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