Research / audience insights and segmentation / brand strategy / messaging matrix / content creation and copywriting
Dimension Data, a global ICT leader that operates on every inhabited content, was embarking on a global rebrand to align global culture in the face of company expansion and the rapidly changing IT B2B operating environment. Their primary requirements were to clarify product and service communications, and entrench brand position and point of differentiation to internal stakeholders, while building stronger brand awareness in the US and Europe regions.
I was invited to develop the global brand strategy, communications strategy, and develop a messaging matrix to connect uniquely to all audience segments and stakeholders. On completion, I was invited to execute and direct copywriting and creative brand messaging for the global re-brand campaign.
The result was a clear set of brand messages centred on a redefined value proposition. Values and messaging were clearly articulated in a consistent linguistic style, adapted to regional audience segments