Transformation: Create internal belief and market success

Define a clear and differentiating proposition for the global business

Create a strong and inspiring brand promise consistently across the business, communicate the brand promise comprehensively to all employees, position the brand as a guiding principle for internal communications, behaviours and decisions

Deliver an internal global survey three months after launch, which indicated that 98% of employees understood the new brand story and visual expression; 92% were aware of actions and changes at corporate level; and 96% identified actions on a personal level. The company floated on the German Stock Exchange