Keeping multiple stakeholders engaged with change

Introducing change to the key product brands of a billion dollar multinational is a sensitive operation.

Our brand revitalisation for Alliance, clarified and repositioned six world leading commercial laundry brands. This affected numerous stakeholders worldwide.

The rebrand involved key executives, distributors and managers across many timezones, who helped uncover challenges and opportunities that could be addressed with brand clarity. This process informed a rational approach to decisions about brand architecture and positioning.

A multilingual internal brand relaunch campaign that included traditional and digital elements, supported the launch.

Value created

Clear differentiation – The launch helped stakeholders understand the group’s premium leadership positioning. The roles of the group’s five product brands and numerous sub-brands were also clear.

Supporting recruitment efforts – Amplifying Alliance’s purpose and the career potential of the laundry sector helps the group attract top talent, both inside and outside the sector.

Stock photo of a dad lying down on a bed with a baby on top kissing his cheek for Alliance rebrand