Novartis
2008 REBRAND 100 Winners > merit
Industry: Healthcare/Pharmaceuticals - Below: Before Images, Rebrand Images, Summary, Credits
Summary: Industry Setting - As a leading pharmaceutical company during a time when the industry is under siege with negative criticism, Novartis set out to re-affirm and unify its 10 year-old brand to reflect a focus on patients. Challenge - Unify a brand lacking alignment, warmth and impact across all 144 countries where the company operates Strategy - • Rediscover and build upon the values and attributes that already exist within the company • Develop a unified look and feel for all corporate communications • Deliver materials in an easy-to-use manner • Mobilize Novartis employees to reinforce the brand Result - Unified look displayed to external stakeholders • Corporate ads, video, brochure, and recruitment materials High receptivity of tools among communicators • Novartis Brand Service (NBS) Web site received +15,000 unique visitors and +95,000 downloads in the first year Successful roll-out to employees • Global mailing of 1,000 brand toolkits • Series of 3 booklets showcasing the Novartis Purpose, Aspiration and Strategy printed in 14 languages, achieving 97% global readability and distributed to 98,000 employees in 144 countries • Style guides for reference in maintaining a unified brand • Monthly global newsletter with updates, key learnings and best practices Credits: Client: Novartis - www.novartis.com Brand Strategists/Designers: Ruder Finn - www.ruderfinn.com Michael Schubert Lisa Gabbay Scott Schneider Maryann Cammarata Extended RF Creative Team Brand Consultants: Branders Identity Works Rene Allemann [back] |
