1. Brand Evolution Journey
The
Brand Evolution Journey

2. Global Nexcare™ Brand Evolution
A key strategic initiative over the last 2 years for the Nexcare™ Brand has been GLOBAL ALIGNMENT From the Nexcare™ global trade dress to our global positioning and communication strategy, it is critical that we are well aligned to deliver consistency of our brand message. Over the last year, The Nexcare™ Global Brand Team has been developing our NEW Nexcare™ Brand Strategy…

3. The “WHY” makes our brand more unique & impactful
HOW
The “WHY” makes our brand more unique & impactful
HOW
What we do everyday: Total Brand Experience
WHAT
WHAT
Products you sell and services you offer
WHY
WHY/PURPOSE
Why we exist

4. Defining a brand purpose
Heritage
Purpose
Beliefs
Value
Activate
Our Truths
The DNA we were born with
Accepted Truths
“We Believe...”
“We Value...”
Reason for Being
“We exist to...”
“So We Will...”

5. BRAND
HOUSE
Our new brand house builds this new thinking into a familiar framework.

6. Brand Purpose Drives Organization Behavior & Focus
INTERNAL MOTIVATIONS AND ORGANIZATION
INNOVATION
BRANDING AND ENGAGEMENT

7. The Global Nexcare™ Brand Strategy & Process

8. Building Scale through Brand Innovation is a Key Area of Focus in our CHC & First Aid Global Strategic Plan

9. Our Global Brand Evolution Process & Deliverables
Phase I
Phase II
Phase III

10. Nexcare™ Brand Evolution Tool Kit
Manifesto Video
Nexcare™ Brand Evolution Tool Kit
Brand Evolution Playbook
Global Brand Purpose Playbook which Includes our New Brand House, Target Segments, Brand Character, Global Brand Pursuits, and Components of our New Global Brand Guidelines
Global Brand Manifesto Video: This video brings our New Brand House and Positioning to Life!
Segmentation Persona Pagers:
Global Target Segmentation Video: Introducing our New Target Personas!
Global Brand Guidelines/ Style Guide: We have updated our Nexcare™ Brand Style Guide with an exciting new look, which is being driven by our new Brand Positioning!
Segmentation Video
Brand Guidelines
Persona Pagers
Links to all available Assets: Assets will be available in Celum, and our GMA site.

11. Phase III: Global Big Idea & Activation Development
Activate the Brand
Global Big Idea/ Platform Development & Testing
Communication Plan
Fuze Migration
Global Asset Development & Launch
Timeline to be shared out in Q2, 2016