BASF was initiating an internal campaign called ONE BASF. The aim was to reinforce its internal brand across its key offices in the region. Research was undertaken to understand the BASF value and the objective of the initiative. The knowledge contributed to the crafting of the ONE BASF brand strategy map. Following that Jerome devised the Brand Discovery Workshop. After interactive sessions lively discussion and self-critique the brand DNA of ONE BASF was established. Internal branding workshops were devised to transmit what was discovered in the brand discovery sessions to the employees across the company.

The outcome is a company that is thoroughly clear about its objectives and direction. The leaders are able to communicate the internal brand essence to the employees.