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Communicating the brand internally Q - How did you communicate internally the new brand?A - “The particular communications tool we utilised in rebranding was a film. We produced a film that we felt represented the vision and value of the firm. It was an interesting exercise showing that to the partners for the first time and seeing the jaws drop but actually them suddenly getting it. And that’s quite exciting saying yes that is them and yes that is their firm. So the film worked tremendously.” The brand was launched internally in May 2005 with a presentation from key partners, the brand movie and a celebratory party. The office environment, marketing materials and documents and contracts reflected the new Wiggin brand.The new Wiggin brand:
Q - How important has the new brand been to the firm?A - “We are now Wiggin and it’s amazing the number of people you meet who talk about our website and the strength of our brand before they know much about us or the firm.”
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 Case Studies
On Your Agenda?
• Talent loss / retention • Undifferentiated business offer • Lack of alignment in the business • Difficulty in selling a complex • Laborious decision-making • Disparate internal cultures across sites • Loss of market share • Lack of staff engagement with the |
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