In the face of exits, mergers, and acquisitions, Goodman, the global industrial property company, faced with the opportunity to reimagine themselves as a truly global brand. Having also acquired additional assets in the UK and Europe, the company needed to bring together four distinct businesses and align their positioning, culture, and behaviours under a common brand.
A new era
Goodman is a global property expert in logistics and business space, owning, developing, and managing industrial property in 14 countries. Globally, they are now regarded as the leader in category having set the benchmark for purpose led growth, cultural and business innovation, and brand implementation. Not to mention a ASX sweetheart given its growth record, results, and $62b assets under management.
At the time of engagement, Goodman faced the challenge of how to merge four businesses, across the world, into one purpose-led global brand with very ambitious targets.
All buildings must start with a solid foundation, and so began our enduring partnership with Goodman.
Putting the Good in Goodman
Following the offshore acquisitions, we began with defining and determining the similarities and differences between the cultural model of each business, recommending the appropriate values, which are still in place today, and determining the key points of difference for Goodman versus its global peers.
The project included global interviews with key executives, clients, investors, and stakeholders across each market including Europe, UK, Asia, and the USA.
The global leadership team demonstrated commitment to the strategy and the Goodman purpose was born.
From good to greatly
The research, diagnostic interviews, analysis, and purpose workshop process yielded a new brand name (Goodman), a brand strategy that aligned the core purpose with the company’s culture, communications, and customer experience, and a fresh visual identity that disrupted all category convention, making the positioning of ‘thinking outside the square’ come to life.
Goodman is now recognised as one of the world’s most progressive, innovative, and truly purpose-led organisations. The financial, community, client, and growth targets have been exceptional.
Read "Part 2"
