Introduction.
TomTom, a traffic navigation and mapping product, was founded in 1991 to forever change the way people drive. De Bono Marketing expert teams were brought in to help them retain their competitive edge through careful brand positioning, utilising our ability to deliver thoughtful strategies, innovative thinking, and authentic customer connections. We worked closely with TomTom’s staff across offices and countries to launch a new brand through internal communications and asset creation.
Challenge.
TomTom’s team plays a critical part in its business, and they strongly believe that each member needs to live and breathe the core values and ethics of the business for it to succeed.
They approached our team to spread the word and vision of their new brand, aiming to position themselves in a unique and informative light.
Solution.
We worked across internal comms and asset creation to get the message out to TomTom staff:
1. Strategy:
De Bono Marketing always gets the right experts for the right challenge, bringing together a team with proven experience, knowledge, and skills. For TomTom, we were able to provide specialist strategic counsel, working collaboratively with the team to devise an internal communications strategy that could be rolled out across their global offices.
2. Asset Creation:
It was clear that getting the brand assets right would be critical in this project, and we focused our efforts on positioning TomTom’s internal website as the place to release the new brand messaging alongside brand packs.
These contained assets that shared its brand story in an original and memorable way. The brand book and brand pillars leaflets were designed to bring its core brand messaging to life through the use of emotive imagery and assets, including floor vinyls, Z cards, window stickers, and calendars.
3. Deployment:
Our internal communications experts then collaborated with the TomTom team to roll out these brand assets across their 56 offices worldwide, ensuring that more than 4,000 employees were engaged with the process and, most importantly, the brand.
Gallery.
Results.
Connected
4,600 employees across 56 offices
Global
Vision was delivered to 37 countries
Conclusion.
TomTom’s brand positioning project required flexibility, diversity, and creative thinking, all of which were made possible by De Bono Marketing’s innovative approach to the agency model. We were able to bring the right team together to deliver strategic thinking and effective design and delivery to ensure this global rollout would give them the competitive edge they required in their market.
What did our client say...
The approach from the De Bono Marketing team was considered strategic, and the Brand Positioning Book projected our reinvigorated vision for developing growth across the business.
James Morley
Director of Group Communications