Takeda Information Security & Risk
Branding, messaging, and marketing campaign for rename of Cyber Security to ISR
Role: Client Strategy Lead
Challenge: Cyber Security’s reputation created a barrier to creating policy. New leadership was literally having difficulty scheduling meetings with adjacent teams.
Solution: We elevated Cyber Security from execution zombies to leadership partners with a re-brand, eliminating the former compliance messaging, replacing it with partnership and risk mitigation.
Brand audit, brand hierarchy mapping, archetype activities, personas, empathy mapping, namestorming
Brand book including logo, tagline, photo styles, and iconography
Messaging including pillars, elevator pitch, and vision statement
Employee surveys for baseline and results
“Embrace Risk” launch campaign plan with digital, social, and environmental components
To capitalize on the moment, we created a launch campaign designed to create opportunities for the new leadership to meet with other business unit leaders. By piquing interest, communicating the new partnership messaging, and showing how an ISR partnership can help any business unit’s business case, we made meeting creation between leaders a pull rather than push.
Results:
Team reputation improved dramatically. The measurable result? Open doors, meetings made with adjacent teams to create new policies.
Reduced ticket and call center time. Policies geared around mitigation rather than compliance work better. Understanding of the ISR role reduced runaround in call centers.
Team alignment and pride. The brand was embraced by team as shown by “global world tour” rock shirts and logo gifts.
As leadership partners, the group’s reputation was elevated and doors opened. The new head of ISR was able to meet with leaders globally to discuss ISR strategies for each vertical. Without increase to headcount, more impactful solutions were introduced and delivered. The brand was so successful that the overall IT brand leveraged it to reframe their own global brand hoping for similar results.
Done well, a brand unifies a team. The shift from compliance to strategic partners was embraced so strongly, that they made “band shirts” for their annual global meeting. They also created a retirement gift based on the new logo and messaging.
