ARTOC Group
Project title: Redefining the ARTOC Way
A Group-wide brand identity, change management, skills and behavioural development programme.
All About Brands was appointed in 2007 by the ARTOC Group to redefine its brand and values.
Brandsmiths - Brand positioning
The project began with Brandsmiths looking at the existing positioning of the brand and identifying a new positioning for the Group. Using research drawn from interviews with internal and external stakeholders, Brandsmiths worked with the ARTOC leadership to redefine the Group’s values, mission, vision and brand positioning which served as the platform for the development of the brand identity.
Brand Faith - Brand Identity
Brand Faith subsequently was briefed to refresh the identity and create comprehensive brand guidelines which have been implemented across a wide range of applications transforming the presentation of the Group’s activities. Most significantly, the ARTOC identity was rolled out through a high profile advertising campaign on CNN.
Management Intelligence - Rolling out the brand and associated behaviours
In 2008 Management Intelligence was asked to design and roll-out a programme to ensure that both people and processes could deliver the promise of the new brand and the Group’s international ambitions. Using the Lifo® tool, Management Intelligence identified skills and behavioural gaps through research then designed a series of bespoke corporate brand and corporate culture programmes for all levels and functions in the organisation.
Results
ARTOC has redefined and redeveloped its brand and corporate identity to both external and internal audiences. Among employees the brand roll-out also included a significant skills gap analysis and realignment of employees roles and responsibilites as well as general development training in motivation, time management, customer care, selling skills, delegation, organisational skills and management.