I was part of team going through global branding for a large scale North American company who had engaged the agency Yamamoto. An impressive team of agency creatives, corporate employees, and external advisors participated. Branding for multi-cultural application was quite extensive. This work eventually led to thematic branding considerations through several lenses both internal, external and customer centric. The end result developed everything from brand naming, symbols, iconography, and color palette one should not consider that to be the end to building a culture that supports the brand. This was a great experience, but now begins the internal work of aligning the company.
—– What’s next ? Read part II