Global brand engagement
Headmint worked collaboratively with senior personnel from the central insight and communications teams, at the Nestle headquarters in Vevey, Switzerland, as well as key market practitioners, to develop a new process for delivering consumer insights and strategic brand communications on a global basis.
Working the world
The new processes were developed in several stages from October 2006 through to June 2008. Following a global audit of current processes and best practice, they were designed with specific tools, templates and methodologies to assist in the development of each stage of each process. These were then tested by brand and insight teams and their communication partners in a number of key strategic markets.
Simple but not simplistic
The resulting new insight and communication development processes are simple but not simplistic, they doesn't necessarily rely on heavy marketing and communication expertise, yet they are flexible enough to adapt to different local markets. It will help Nestle achieve a more enduring consumer loyalty, as the processes enable them to develop big ideas for their brands with compelling and competitive stories.
It's a way of working that creates much more clarity, consensus and focus around what a specific Nestle brand is trying to do with its communication and how to go about it. The long term focus is on the big ideas which can engage with people everywhere they encounter a Nestle brand.