THE PROBLEM

How to reposition a global brand, while also organising and connecting their large portfolio of driver brands

OUR SOLUTION

To make sense of the complex relationships between BRP’s brands, we started by looking at what they had in common: they all provide experiences. By moving from focusing on products to these experiences – those of their customers and employees – BRP could begin to create consistency across brands without sacrificing their individual identities. For more on how we did this, see our Lynx, Rotax and Evinrude case studies.

NAMING PRODUCTS WITH PEOPLE IN MIND

When product names are based on the experiences they provide, customers quickly understand what they offer – an insight at the heart of our guidance document for naming constructs across BRP.


INSPIRING AND ENGAGING EMPLOYEES

Our BRP onboarding book rewrote and repackaged vital HR information for new starters in a friendly, fun way, and explained what the brand’s values mean for each employee from their very first day.

BRP asked us to add emotion to the launch of their new global health and safety initiative. Rather than just saying BRP care, we showed it – weaving a human, positive tone throughout the framework we created.

GEMMA SAYS
“Creating engaging employee comms is all about experience – and a little emotion. We know how daunting a new job can be, or how frustrating it is when you don’t understand how a brand’s values affect you day-to-day. Imagining how our brand’s employees think and feel means we tailor copy to their concerns.”

Gemma Rollason
Senior Editor at Keel

OUR CLIENT SAYS
“Keel have captured the essence of what we wanted to achieve, and the voice of our CEO has never been communicated more clearly”

Anne Le Breton
Senior VP, HR at BRP

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