Alignment For Global Rollout

A global commercial vehicle manufacturer was preparing to launch a high-visibility transit programme — a strategic priority with the potential to shape customer perception and market position. However, fragmented narratives across regional sales, product, and marketing teams posed a significant risk.

While the vision was clear at the top, misalignment across functions meant that the story varied by region, department, and audience. Without narrative clarity, the launch risked falling flat — missing the opportunity to galvanise internal teams, secure customer confidence, and demonstrate category leadership.

Like many businesses, the issue wasn’t capability — it was coherence. The company needed a shared foundation: one message, delivered consistently, to support alignment and accelerate rollout.

We began with a Brand360™ sprint — engaging leadership and regional stakeholders across sales, marketing, and product to surface alignment gaps and narrative inconsistencies. Through targeted interviews, messaging audits, and perception mapping, we identified where communication was fragmenting across functions and markets.

These insights informed a second phase of strategic consulting. We led a high-impact messaging project to build a unified internal narrative — translating the programme’s strategic vision into language that regional and functional teams could adopt with confidence. This narrative was built to scale: repeatable, adaptable, and clear across audiences and geographies.

To embed consistency, we also developed a rollout playbook — enabling executive sponsors and middle managers to cascade the messaging internally and externally with clarity, conviction, and cohesion.

The process helped unlock shared language, embed clarity, and foster deeper alignment around the initiative. Executive teams moved with greater conviction — equipped to champion the programme across their regions and functions.

Internally, the new messaging enabled a more cohesive rollout, reducing duplication and streamlining stakeholder engagement. Teams across five regions adopted the narrative ahead of launch, standardising how the initiative was presented to customers, press, and partners.

By embedding clarity before execution, the company not only protected the integrity of the programme — it set a new bar for how strategic initiatives should scale across a global organisation.