Fellowmind

2021-12-16


FROM TWELVE BRANDS TO ONE IN NINE MONTHS

About Fellowmind 
On November 16, Fellowmind officially launched. The company unites twelve formerly independent Microsoft partners. Together, they have become one organization with 1,850 employees spread across 35 offices in Sweden, Denmark, Finland, Poland, Germany, and the Netherlands. Fellowmind aims to become the European market leader within Microsoft Business Applications, Cloud & Security Infrastructure, Data & Analytics, and the Modern Workplace landscape.

Assignment & challenge
Make Thrive was tasked to develop and clarify the Fellowmind brand and unify twelve strong regional brands, each with their own market positions, cultures, and values. The challenge was to get every business unit and all employees on board and able to recognize the true potential of a people-centric, singular brand with a common purpose.

Solution
Initially, Make Thrive developed essential brand parameters through in-depth insights and a collaborative discovery and strategy process. Make Thrive re-defined Fellowmind’s tagline and vision and created a purpose with a societal dimension. A comprehensive brand implementation process followed, with workshops among 250+ leaders and managers throughout the organization. Then, the key insights and strategy points were shared with all employees through an e-learning course, enabling them to apply the new brand internally. Finally, Make Thrive held workshops with cross-regional marketing, HR, and sales teams for them to understand how to utilize selected brand assets in regard to their specific stakeholders.

“It is impressive to see how quickly the Make Thrive team has mastered the dynamics of our organization and the complexity of our business. The personal interest of the team to investigate the matter thoroughly ensures that the result is better and, above all, is widely supported by the organization.” - Gert Jansen, Group Marketing Manager, Fellowmind.

Results
The brand development and implementation process were well received. 94% of employees expressed a greater understanding of the brand, as well as agreement with the vision and purpose. The shared brand strategy has created strong internal engagement, an understanding that they are better together, increased consciousness of the company’s role in society, and a unique market presence. Make Thrive continues its purpose orchestration engagement with Fellowmind and is set to co-create EVP and ESG strategies and brand communication.

-       Brand strategy
-       Brand development
-       Brand implementation
-       Purpose definition
-       E-learning

www.fellowmindcompany.com