Implementing Management Dynamics Strategy.
About Management Dynamics
Management Dynamics deliver bespoke leadership and management development, working hand in hand with HR leaders to achieve the change to behaviours their clients require. Their existing customers cover a range of blue chip corporates, large media businesses and military organisations, worldwide, with hubs in the UK, Europe and the Middle East. Their courses are customised in content, style and delivery, with most clients opting for a combination of virtual real time classrooms with traditional blended learning of face to face and online. They also deliver Korn Ferry Certification courses to the HR practitioner and business partner community.
We worked with Management Dynamics to produce a pragmatic sales and marketing plan back in June 2018; one of the actions from that plan was to rebrand taking into account their decision to merge two companies as well as to merge both company websites into one. (Management Dynamics Global and Business in People).
What was the problem?
Management Dynamics had made the strategic decision to merge two companies and as a result needed new branding to reflect the global dynamic impactful company they are as well as a new website which would resonate with their target customers. Their old logo and old websites although they had served them well, were DIY, a little old fashioned and not fit for their newly merged company. In addition, the new website needed an Arabic version for their associates and customers in the middle east.
What did we do?
We used our Awesome Brief process to find the perfect marketing specialist who could fulfil this complex brief and would be comfortable working alongside us as well as Management Dynamics and deliver an excellent result at great value.
Management Dynamics selected The Creative Donut from our short list. Sam, the person behind The Creative Donut, has solid experience in delivering beautiful and practical designs as well as fully functional websites, that totally fit his client’s brand and speak to his client’s customers.
As a team, Brief Marketing, Management Dynamics and The Creative Donut worked together on branding, a wireframe, copy, design, propositions, messaging, feedback and necessary tweaking.
Successful marketing communication relies on understanding what your customers need, what propositions you have to meet those needs and the key messages that resonate with those customers. These are skills that we’ve built up over years of big business marketing, so as part of the web development, we also helped Management Dynamics simplify their propositions and key messages. This enabled us to create a much simplified wireframe and copy set for the new website.
Jo is an expert at copywriting. Having to processes pages and pages of copy from 2 different companies, merge them together, rewrite them so the language resonates with the target customer base, as well as being brutal so that the final copy is truly succinct and to the point is a real skill, that takes time, research, customer focus and experience. Thankfully something Jo has in spades
Sam is a design guru, he gets under the skin of the emotional impact that is required and has a real eye for the visual impact of brand and design work.
Management Dynamics were a brilliant client, who were not shy in sharing what they both loved as well as didn’t like.
What was the outcome?
Management Dynamics have a beautiful new logo that works in long format for merchandise, and short format for use on social media. It shows their vibrancy and innovative nature, packaged in a way that is ‘traditional’ and safe-looking to corporates.
The branding pack that The Creative Donut produced allows the use of the colours and shapes in a way that can be applied across a huge range of digital and physical assets, as well as a beautiful design for the new website.
The new website demonstrates their incredible expertise, enviable client base and most important, what they offer for their target customer segments. It is a much more appropriate presence for a business of their calibre.
The Arabic translation is coming along nicely and will be there soon.
Some nice things Management dynamics have said about working with Brief Marketing.
“Our whole experience of redesigning our website was awesome from start to finish and we are thrilled with the results. It was so easy to work with Jo, Charlotte and the extended team who were responsive to our feedback, challenging in a really constructive way and our expert guides throughout the process. We wouldn’t hesitate to recommend them to others or to work with them again in the future.”
Jenni Miller – Director, Managing Dynamics
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