The Multimedia Development Corporation (MDEC) Malaysia needed insights into the clarity, consistency and alignment of existing branding efforts to develop the future brand strategy. The insights were to be used to develop material for an internal brand programme that would ensure the organization understood the importance of the corporate brand strategy and their role in the successful implementation of that strategy.
Fusionbrand identified personnel for a brand council and developed an education programme to define the principles and techniques needed to address the gap between current brand perceptions and desired brand status. A requirement of the workshop was special attention to targeting, segmentation and accountability.
The brand audits helped the organization understand the wide gaps in understanding who the customers were, illustrated weaknesses in current knowledge of branding and corporate branding, highlighted requirements from customers and stakeholders, and provided a benchmark for future branding activities.
Finally, the findings were used to form the foundation of a customer focussed brand strategy.