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Changing perceptions of a corporate function

Client: Nokia


Following the launch of a new strategy, Nokia required significant changes throughout the company. Successful implementation of the strategy heavily depended on the IT function, the team responsible for developing the platforms and processes on which everyone relied. The IT management team recognized this as a marketing challenge, although internally focused, and hired us to help.


Without stepping outside the Nokia brand, we needed to differentiate IT from other functions and engage employees and managers like never before. Internal workshops and interviews with outside analysts enabled us to define the IT function’s value chain and build a set of positioning scenarios that were all true, relevant and high value. Then, we tested the scenarios across the value chain and worked with IT management to ensure the chosen positioning strategy fit the business strategy. The result was an internal IT function armed with the marketing tools needed to engage people and drive change.

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