Brand Strategy / Brand Purpose
Daimler Trucks / Purpose
About the Project
A year long deep dive into Purpose driven project and creative executions of internal branding for Mercedes passenger cars and the entire global brand constellation of Daimler Trucks and Buses. Lots of international travel, cultural connections, unofficial translator, creative brand storytelling and tours of factories assembly lines. A fascinating journey to say the least!!
Agency
Client- Daimler Trucks
Agency- BCG
Country- Global
Role
Creative Director. Tasks: Creative Team Leader, Brand Strategy, Creative Storytelling
Brand Strategy / Brand Purpose
Daimler Trucks / Purpose
About the Project
A year long deep dive into Purpose driven project and creative executions of internal branding for Mercedes passenger cars and the entire global brand constellation of Daimler Trucks and Buses. Lots of international travel, cultural connections, unofficial translator, creative brand storytelling and tours of factories assembly lines. A fascinating journey to say the least!!
Agency
Client- Daimler Trucks
Agency- BCG
Country- Global
Role
Creative Director. Tasks: Creative Team Leader, Brand Strategy, Creative Storytelling
Brand Strategy / Brand Purpose
Daimler Trucks / Purpose
About the Project
A year long deep dive into Purpose driven project and creative executions of internal branding for Mercedes passenger cars and the entire global brand constellation of Daimler Trucks and Buses. Lots of international travel, cultural connections, unofficial translator, creative brand storytelling and tours of factories assembly lines. A fascinating journey to say the least!!
Agency
Client- Daimler Trucks
Agency- BCG
Country- Global
Role
Creative Director. Tasks: Creative Team Leader, Brand Strategy, Creative Storytelling
Purpose for a global family of brands
A creative/strategic project to unify a group of global brands spread across different markets through a unified purpose. An idealogical consolidation of different cultures, products that led to new storytelling opportunities for each brand and market not only in how they communicated the shared purpose but how they brought it to life…”for all who keep the world moving.”
Daimler's Purpose Announcement
Purpose for a global family of brands
A creative/strategic project to unify a group of global brands spread across different markets through a unified purpose. An idealogical consolidation of different cultures, products that led to new storytelling opportunities for each brand and market not only in how they communicated the shared purpose but how they brought it to life…”for all who keep the world moving.”
Daimler's Purpose Announcement
Purpose for a global family of brands
A creative/strategic project to unify a group of global brands spread across different markets through a unified purpose. An idealogical consolidation of different cultures, products that led to new storytelling opportunities for each brand and market not only in how they communicated the shared purpose but how they brought it to life…”for all who keep the world moving.”
Daimler's Purpose Announcement
Adapting for Social + Recruiting
The core idea was successful in getting buy-in from all the global partners and even went on to be adapted into other internal and external communications. A social media Recruiting campaign was even developed off the idea platform of a brand family that keeps the world moving. Additionally, spawning off of a new strategic platform, a new content series was launched on youtube and social channels about how Purpose moves the the ideation and strategic aims of everyone from C-suite exectives to artists and athletes.
Adapting for Social + Recruiting
The core idea was successful in getting buy-in from all the global partners and even went on to be adapted into other internal and external communications. A social media Recruiting campaign was even developed off the idea platform of a brand family that keeps the world moving. Additionally, spawning off of a new strategic platform, a new content series was launched on youtube and social channels about how Purpose moves the the ideation and strategic aims of everyone from C-suite exectives to artists and athletes.
Adapting for Social + Recruiting
The core idea was successful in getting buy-in from all the global partners and even went on to be adapted into other internal and external communications. A social media Recruiting campaign was even developed off the idea platform of a brand family that keeps the world moving. Additionally, spawning off of a new strategic platform, a new content series was launched on youtube and social channels about how Purpose moves the the ideation and strategic aims of everyone from C-suite exectives to artists and athletes.
Brand Purpose Pillars
In addition to excavating the big idea, the supporting pillars had to be crafted and fleshed out. These come a result of hundreds of interviews collected from teams all over the globe, finding the common threads and strategic positioning that ties it all together. Each comes its own story and unique quality that stretches across brand and culture.
Brand Purpose Pillars
In addition to excavating the big idea, the supporting pillars had to be crafted and fleshed out. These come a result of hundreds of interviews collected from teams all over the globe, finding the common threads and strategic positioning that ties it all together. Each comes its own story and unique quality that stretches across brand and culture.
Brand Purpose Pillars
In addition to excavating the big idea, the supporting pillars had to be crafted and fleshed out. These come a result of hundreds of interviews collected from teams all over the globe, finding the common threads and strategic positioning that ties it all together. Each comes its own story and unique quality that stretches across brand and culture.
PILLAR 1
We start with listening.
Our customers, society and economies are constantly on the move, which is why we are continuously following them and adapting every solution to the current situation. In order to shape the future, we promote an environment in which we openly address errors and overcome them together. Challenges make each of us want to tackle them successfully. We are empowered and encouraged to make decisions by carefully weighing up opportunities and risks. If we do not feel safe in a situation, we seek expert advice. In particular, we are attentive to any conflicts of interest that may arise, we never tolerate corruption or fraud, and we enable fair competition.
PILLAR 1
We start with listening.
Our customers, society and economies are constantly on the move, which is why we are continuously following them and adapting every solution to the current situation. In order to shape the future, we promote an environment in which we openly address errors and overcome them together. Challenges make each of us want to tackle them successfully. We are empowered and encouraged to make decisions by carefully weighing up opportunities and risks. If we do not feel safe in a situation, we seek expert advice. In particular, we are attentive to any conflicts of interest that may arise, we never tolerate corruption or fraud, and we enable fair competition.
PILLAR 1
We start with listening.
Our customers, society and economies are constantly on the move, which is why we are continuously following them and adapting every solution to the current situation. In order to shape the future, we promote an environment in which we openly address errors and overcome them together. Challenges make each of us want to tackle them successfully. We are empowered and encouraged to make decisions by carefully weighing up opportunities and risks. If we do not feel safe in a situation, we seek expert advice. In particular, we are attentive to any conflicts of interest that may arise, we never tolerate corruption or fraud, and we enable fair competition.
PILLAR 2
We build to solve.
Our customers, society and economies are constantly on the move, which is why we are continuously following them and adapting every solution to the current situation. In order to shape the future, we promote an environment in which we openly address errors and overcome them together. Challenges make each of us want to tackle them successfully. We are empowered and encouraged to make decisions by carefully weighing up opportunities and risks. If we do not feel safe in a situation, we seek expert advice. In particular, we are attentive to any conflicts of interest that may arise, we never tolerate corruption or fraud, and we enable fair competition.
PILLAR 2
We build to solve.
Our customers, society and economies are constantly on the move, which is why we are continuously following them and adapting every solution to the current situation. In order to shape the future, we promote an environment in which we openly address errors and overcome them together. Challenges make each of us want to tackle them successfully. We are empowered and encouraged to make decisions by carefully weighing up opportunities and risks. If we do not feel safe in a situation, we seek expert advice. In particular, we are attentive to any conflicts of interest that may arise, we never tolerate corruption or fraud, and we enable fair competition.
PILLAR 2
We build to solve.
Our customers, society and economies are constantly on the move, which is why we are continuously following them and adapting every solution to the current situation. In order to shape the future, we promote an environment in which we openly address errors and overcome them together. Challenges make each of us want to tackle them successfully. We are empowered and encouraged to make decisions by carefully weighing up opportunities and risks. If we do not feel safe in a situation, we seek expert advice. In particular, we are attentive to any conflicts of interest that may arise, we never tolerate corruption or fraud, and we enable fair competition.
PILLAR 3
We lead with the long view.
Since we have been at our customers' sides for many generations now, we can draw on a wealth of experience. We think decades ahead and work for future generations. We use our past learnings to enhance our future opportunity to fulfill our responsibility to the people, We are not striving for short-term success, environment and society in the best possible way. but for the right and sustainable solution. This is reflected in our daily behavior and decision- making. We develop innovations that enable safe, efficient, and reliable transport. Ultimately, our customers base their existence on our products and services. That’s why we see ourselves as a partner for their economic success – we advise and support them throughout the entire shared journey.
PILLAR 3
We lead with the long view.
Since we have been at our customers' sides for many generations now, we can draw on a wealth of experience. We think decades ahead and work for future generations. We use our past learnings to enhance our future opportunity to fulfill our responsibility to the people, We are not striving for short-term success, environment and society in the best possible way. but for the right and sustainable solution. This is reflected in our daily behavior and decision- making. We develop innovations that enable safe, efficient, and reliable transport. Ultimately, our customers base their existence on our products and services. That’s why we see ourselves as a partner for their economic success – we advise and support them throughout the entire shared journey.
PILLAR 3
We lead with the long view.
Since we have been at our customers' sides for many generations now, we can draw on a wealth of experience. We think decades ahead and work for future generations. We use our past learnings to enhance our future opportunity to fulfill our responsibility to the people, We are not striving for short-term success, environment and society in the best possible way. but for the right and sustainable solution. This is reflected in our daily behavior and decision- making. We develop innovations that enable safe, efficient, and reliable transport. Ultimately, our customers base their existence on our products and services. That’s why we see ourselves as a partner for their economic success – we advise and support them throughout the entire shared journey.
PILLAR 4
We progress together.
A connected world thrives. If we combine our individual strengths and intelligence, we will achieve much more than we would alone. That’s why we actively lend each other a helping hand. We are convinced that the combination of the different characteristics of our employees – for example, with regard to gender, age, (cognitive) diversity, cultural background, and education level – will produce better results. We develop new technologies together. Our mutual progress also moves our customers forward. We are committed to respecting human rights and the rights of each individual. We have many brands within the Daimler Truck Group – and behind them all is a strong family that shares the same motivation: creating progress for our customers' benefit.
PILLAR 4
We progress together.
A connected world thrives. If we combine our individual strengths and intelligence, we will achieve much more than we would alone. That’s why we actively lend each other a helping hand. We are convinced that the combination of the different characteristics of our employees – for example, with regard to gender, age, (cognitive) diversity, cultural background, and education level – will produce better results. We develop new technologies together. Our mutual progress also moves our customers forward. We are committed to respecting human rights and the rights of each individual. We have many brands within the Daimler Truck Group – and behind them all is a strong family that shares the same motivation: creating progress for our customers' benefit.
PILLAR 4
We progress together.
A connected world thrives. If we combine our individual strengths and intelligence, we will achieve much more than we would alone. That’s why we actively lend each other a helping hand. We are convinced that the combination of the different characteristics of our employees – for example, with regard to gender, age, (cognitive) diversity, cultural background, and education level – will produce better results. We develop new technologies together. Our mutual progress also moves our customers forward. We are committed to respecting human rights and the rights of each individual. We have many brands within the Daimler Truck Group – and behind them all is a strong family that shares the same motivation: creating progress for our customers' benefit.
Global Adoption
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet.
Global Adoption
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet.
Global Adoption
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet.
Headline
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet.
Headline
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet.
Headline
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet.
Headline
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet.
hello@pyko.net | US: +1.678.666.0099 | DE: +49.1634693379
©2024
hello@pyko.net
US: +1.678.666.0099
DE: +49.1634693379
©2024
hello@pyko.net | US: +1.678.666.0099 | DE: +49.1634693379
©2024