We believe that the brand is a platform which enables companies to improve and grow. Building on Elcam’s brand promise, “Your consistent source of quality and care” and the company values, they began an internal organizational program aimed at improving manufacturing processes. The change needed buy-in from the production workers and required they learn new work processes and procedures. To do this – the brand promise was used as a driving force – under a call to action: “We promise and deliver”.
Starting at management level, through mid-management and all the way to the production line workers, the internal process aimed to connect all managers and employees to the brand promise and values and highlight the need for change and improvement. These messages were conveyed in workshops and team meetings, a unique training kit was built for the managers to use within their teams, and the brand promise was communicated across the company, at every level of the organization.