Activating a new brand culture to power a new brand
- Purpose, ways of working
- Employee value proposition
- Brand culture activation
- Employee campaign
- Brand culture book
- Change narrative
With the proliferation of the Internet of Things, Hitachi needed to act quickly and take advantage within the manufacturing sector. It did so by merging four different organizations into one—Hitachi Vantara. To move forward, Hitachi Vantara reached out to Liquid Agency to help develop a unified brand culture strategy that would activate its new organization as quickly as possible.
Liquid Agency partnered with HR marketing and leadership to carefully develop Hitachi Vantara’s purpose, ways of working, employee value proposition and employee believers—all designed to work in concert with Hitachi’s global values. We then created a brand culture activation plan and employee campaign to connect employees with their new purpose and ways of working. Giving the campaign deeper resonance, we designed a digital handbook to convey the ways of working and proposed a video series that featured employees transforming their work with extraordinary outcomes for their customers, Hitachi and the world.