When the CEO approached the Stengel Group, the company’s go-to-market strategy had been decentralized: a collection of highly recognizable brands, each with their own strong cultures and global branding. In the light of heightened consumer transparency, challenges in recruiting talent, and a demand for corporate visibility, the company sought to unite its brands under an enterprise level purpose, with a framework to guide behavior and choices. We delved into the company culture, its leadership, and existing Corporate Vision, Mission and Goals. We then led a multifunctional senior team through a series of workshops to reveal the Corporate Purpose as well as the Strategic Differentiators for the company, operating principles and its tone of voice. This work resulted in more unifying and focused choices in several areas across the company.
Focus Area: Purpose Discovery
How does a Fortune 500 beauty company create an enterprise purpose to inspire and unite employees?