A world-leading global consumer healthcare business with a large brand portfolio lacked a consistent brand planning strategy and execution plan. A hired agency had curated brand content but the client needed to refine the strategy and design the future planning process. In addition, the brand planning was being implemented inconsistently due to gaps in the planning process. They needed a way to make their brand planning strategy work effectively and consistently across the company at a global level.
We worked with cross-functional teams to better understand their current brand planning process and determine what worked and where there were opportunities for improvement. Based on the inputs, we designed a strategic approach for executing brand planning globally in a matrix organization. We worked with the teams to develop a best practice approach that worked for all categories. We optimized virtual technology to rollout the strategy via webinars, and effectively used interactive capabilities like virtual whiteboards and chat rooms to engage teams to ensure buy-in and process adoption.