Case Stories

When You’ve Neglected the Fundamentals

10. When you've neglected the fundamentals

This story is true, but names and details have been changed to protect anonymity.

“We have a unique challenge,” the VP of Marketing of a Fortune 100 corporation confessed over an awkward get-to-know-you dinner. “We changed our operating model five years ago and didn’t tell anybody about it. We didn’t think we had to, but now customers and our people are getting confused. I don’t know how to fix that.”

Neither did we, in that moment. Here was a century-old company that spanned five continents and dozens of cultures, and it was way behind the curve in communication. This was as textbook an example of a lack of alignment as there is, not to mention a loss of focus, and the company’s reputation was at risk. So would ours be if we took on the assignment.

“It’s not going to be easy,” we said, “or quick. You’re talking about a global rebranding effort.” Fast forward a decade, and the happily retired head of marketing said it was the most rewarding project of her career.

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