Introduction
Rigaku’s Corporate Marketing Division (CMD) had created a foundation upon which their ubiquitous, attractive and enduring branding strategy was based, in order to execute robust, global marketing initiatives. This lean interdisciplinary team worked in close collaboration with sales, product managers and others, to help problem solve and develop creative strategies.
TECHNOLOGY USED Adobe Photoshop, Adobe XD, TEAMS, CMS, Drupal
Overview
Outreach to CMD from various Small Business Units (SBUs) within the company questioned the job function of CMD within the company as they felt CMD should assist with everyday business unit marketing requests.
Challenge
CMD needed to focus on creating a unifi ed experience across all digital, physical and communications touchpoints within the entire corporation. Additionally they needed to bring awareness to SBUs that a unifi ed brand experience would result in a much more consistent, impactful and valuable relationship with current and potential customers.
Solution
Digital transformation measures were used via the creation of an internal eNewsletter with instructional videos. Content established internal Rigaku brand awareness and basic software / resource training. Rigaku Business Units were able to change the pace of creation and innovation within their global teams.
