Diebold – Branding
Reshaping a brand with Brand Culture Integration™
Coinciding with a change in leadership and a new emphasis on global associate empowerment, Diebold revisited its existing brand proposition to assess whether the organization could use a brand “reshaping.”
In an expedited fashion, Dix & Eaton formulated a Brand Portfolio Strategy process that distilled the essence of Diebold into a new messaging platform, updated vision and a new tagline to be adapted throughout the organization. In addition, D&E implemented its Brand Culture Integration (BCI) process to ensure that internal audiences – first and foremost – bought into the new brand positioning and understood what it meant for Diebold’s performance.
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 followed.