Already a successful company, how could the Bearings Business Unit within Saint-Gobain’s Performance Plastics division strengthen the alignment between its employees around the world to help drive even greater performance?
Re-position the unit around the notion of difference, expressed through the brand promise ‘Making small parts. Making a big difference’. As well as highlighting the functional advantages products deliver to customers and end users, it provided a unifying rallying cry for individuals across the organization. This human aspect was vital to avoid the positioning being considered ‘window dressing’ and to engage the internal audience.
Following a staged internal launch across 13 locations from Brazil to China, feedback showed ‘excellent’ recall and take up of the positioning. By enabling the global workforce to speak with a single voice the re-positioning has given employees an international language and a renewed sense of pride. With the internal team fully engaged the project is now entering an external phase to support demand generation and sales enablement activities. This includes online, press advertising, print materials, video and PR.