The power of brand to move from siloed to united
After a period of acquisition activity, NASDAQ-listed engineers LB Foster asked us to help define a core brand purpose and common behaviours that could unite the disparate businesses.
With brands more sustainable when built ‘inside out’, the key to the challenge was to engage the employee base in the process of defining ‘LB Fosterness’. A series of brand workshops focused on moving siloed thinking to open-mindiness about the strength of the wider Group offering – and to define what was the ‘glue’ that bound the Group together.
Developing a brand purpose ‘Keeping our world moving’ enabled an exciting new positioning that moved the organisation from a number of standalone specialists to a united world-class engineering group.
The workshops also defined Group-wide vision and values – the core brand behaviours at the heart of ‘LB Fosterness’.