Situation: After acquiring Dillon Read, S.G. Warburg, Swiss Bank, Paine Webber, Brinson Partners and other financial institutions, UBS saw the need to consolidate its disparate holdings under a global masterbrand.

Challenge: Acquired companies bitterly resented the loss of their identities; other parts of the organization continued to operate blithely under the UBS name they’d always used. The firm needed to find a way to integrate the organization under its “One Firm One Brand/One Future” strategy.

Response: We developed an internal education and training workshop for all staff with brand communication responsibility. We ran the program in the U.S., Europe and Asia over a two-year period, reaching 2,000 “Brand Influencers” and selected outside suppliers and advisors.

Result: We achieved significant internal acceptance for the new brand system and later developed a version of the training for new hires and “brand experience” consulting support for business units throughout the organization.     
    
Concept and content development: Neil Gluckin, Executive Director, Brand Strategy, with support from other members of the Brand Strategy team