Over a course of several years, the JSG worked with a thought-leading CMO and 10 different category leading brands to pivot their product and marketing approach to be purpose inspired and purpose driven. The goal was to build a competitive advantage through their purpose centric thinking, planning and actions across their multi-disciplinary brand teams. The company’s leaders also wanted to use purpose to become more relevant to consumers, physicians and employees.
The Stengel Group led the various multi-functional teams to develop an inspiring Brand Purpose and framework to guide their actions; several leaders within the Stengel group also participated in company meetings and training sessions around the world. These efforts led to inspired communication, new-to-the-industry campaigns, more patient-centric product roadmaps, enlightened HR policies, and most importantly, teams were bonded behind a unifying and uplifting reason for being. One of the vanguard brands in the company’s portfolio leveraged this approach for a difficult new product launch, with results that far exceeded the company’s targets for the brand.