REFRESH A BRAND

Challenge:
Coinciding with changes in company leadership and a new emphasis on global associate empowerment, Diebold revisited its existing brand proposition to assess whether the organization could use a “reshaping” of a great historic brand.

Solution:
In an expedited fashion, Dix & Eaton formulated a Brand Portfolio Strategy process that distilled the current (and aspirational) state of the company into a new messaging platform, a new version of the overall vision for Diebold, and a new tagline to be adapted throughout the organization.  In addition, Dix & Eaton implemented its Brand Culture Integration (BCI) process to ensure that internal audiences – first and foremost – understood and were fully bought into the new brand positioning and what it meant for Diebold’s performance. 

Results:
The internal engagement around the new positioning is measured and updated on a regular basis, and the Brand Portfolio Strategy is being integrated into strategic planning exercises throughout the organization.  A robust external launch is slated to commence in 2008.