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The Challenge
CSIRO is Australia’s flagship science and technology research ,
involving 6,500 people in over 60 sites within Australia and
overseas. We were commissioned to define the core CSIRO brand, and
how it should be positioned to its varied stakeholder groups for
the future.
The Approach
- Review of an extensive program of qualitative research
undertaken among all key stakeholder groups
- One-on-one interviews with key management
- Produced a summary of research and analysis
- Defined the brand architecture, personality, values and brand
essence for CSIRO
- Developed key messages to support the umbrella brand
positioning, and also for each stakeholder group
- Developed brand measures for inclusion in a broader
quantitative research survey
The Outcome/Benefits
- Value added to extensive investment in stakeholder
research
- Identified brand alignment issues
- Instigated cross-functional brand steering group
- Enabled development of a more cohesive brand communications
platform
“Many thanks for your work and your enthusiasm for the project.
Your report adds a strong dimension to market research, to the
finalised brand positioning and to our marketing and communication
strategy development. It will also help tune our corporate
objectives and strategy. A useful piece of work and a pleasurable
experience working with you”. Stephen Gilfedder, Manager,
Corporate Brand and Marketing CSIRO,
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