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Mercedes-Benz Germany’s marketing team faced a dynamic market and recognized the need to redefine its approach to stay competitive. Our mission was to craft a brand purpose that not only united the team internally but also enhanced their customer focus and relevance within the organization. By creating a guiding “north star”, we aimed to inspire cultural transformation and unlock the department’s full potential.
Through workshops and one-on-one interviews with leadership, team members, and external stakeholders, we gained key insights into the team’s culture, motivation, and work principles, which laid the groundwork for creating a strategic framework that united brand purpose with the value proposition approach of branding. The resulting framework also provided guidelines for customer-centric working principles in sync with the brand purpose. In sum, these elements realigned the marketing team and elevated their position within the wider organization.
We designed over 20 measures to embed the new brand purpose, value proposition and customer-centric working principles into daily operations. Comprehensive training helped the team embrace these new guidelines, making them proactive and aligned their work with modern marketing demands.
The new brand purpose created a holistic impact that transformed the department’s culture, and enhanced its operational effectiveness. Additionally it reshaped how the marketing team related to other departments and also positioned them as a more agile and proactive force. The result was a strategic, cultural, and operational transformation that strengthened Mercedes-Benz Germany’s marketing impact across the organization and the market.
Are you faced with similar corporate challenges? We would love to hear about them.
