Case History

When Ericsson split off their handset division in a merger with Sony, the remaining 95% of the organization focused on networks.

This new positioning was reinforced through a ‘Brand Ambassador’ programme which covered 15 countries across Europe and the US. The Brand Inside developed and facilitated this over a three year period.

As a result, from very low bases, brand understanding amongst employees grew to 95% and customer orientation (amongst mainly engineers and technicians) increased to 85%.