How Does Transformation Succeed in a Traditional Company?
Key Learnings
Communication the ‘eureka moment’ of science
The question ‘If science is so exciting, why does it always look so dull?’ is the key. Merck reflects the ‘eureka moment’ of research in its brand: explosive, energetic, full of joy. Away from the classic, sterile image of a pharmaceutical company, towards a lively, colourful and diverse brand.
Brand ad a driver of transformation
The great strength of brand and brand management is that it can make transformation visible that would otherwise not be recognisable from the outside. Brands have the potential to make things tangible and send a signal effect that cannot be achieved with any other corporate management tool. Merck has made use of this with great success and used it to bring about a transformation both externally and internally, from being perceived as a brand by international markets to the organisational level.
establishing the brand as a ‘Branch of Choice’
Merck has successfully established itself as a ‘Brand of Choice’ - with a vibrant brand identity that embodies innovation and scientific excellence. By transforming itself into a modern, inspiring science and technology company, Merck creates trust and attracts talent, partners and customers alike.
Design Perspectives Podcast
How can we use design as a lever for transformation and economic success? We talk about this with personalities from the fields of design, brand management and architecture. They give us insights into how transformation, sustainability and economic success can go hand in hand in a company. Interesting, informative, inspiring.