Redefining the role of brand and naming strategy in partnership with a global technology leader
Balancing global brand standards with the need for adaptability in light of marketplace changes and opportunities
Having compiled an unparalleled technology portfolio through acquisition and organic development, this global enterprise giant sought to clarify the role of its masterbrand, while at the same time giving space to its acquired “power brands” and advancing its decades-long heritage in the ERP and supply chain space.
From creating playbooks and processes for brand development, to outside-in research strategies to inform all brand-related initiatives, our 12-year partnership with SAP has spanned such high-level strategic initiatives as the redesign of their enterprise-wide naming strategy — which includes naming criteria for when and how to develop names for future products and innovations — and several focused name-generation missions working across business lines and borders to bring to life new joint-venture and spin-off brand development opportunities.
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