The Adecco Group, the world’s leading provider of workforce solutions, has updated its corporate branding strategy with a new, distinctive brand identity and positioning. The new identity better differentiates The Adecco Group from its global lead brands and helps increase the organisation’s prominence as the global labour market and workforce solutions industry expert.
The new positioning creates greater meaning in the Group brand and will help the organisation better connect with its target audiences, ultimately strengthening the organisation’s leading market position.
The rationalised portfolio and new brand identity create greater clarity for The Adecco Group’s customers, enabling the Group to more effectively leverage relationships with its global lead brands – Adecco, Badenoch & Clark, Modis, Spring, Lee Hecht Harrison and Pontoon. The solution also allows each operating subsidiary to perform a distinct function, while building trust and loyalty in the parent company.
“The brand work creates a clear brand platform that allows us to further strengthen our market position. This also helps us to focus investments on growing the core brands, sustaining their leadership in their respective niches of the global workforce solutions sector,” said Stephan Howeg, The Adecco Group’s Chief Marketing & Communications Officer.
“The change reflects a systematic approach to brand portfolio management and rationalisation. It provides greater consistency in our customers’ daily encounters with the Group and its brands and services globally. And focusing on fewer and bigger brands enables the Group to generate greater economies of scale,” added Howeg.
“It is in the nature of brands to evolve in sync with the emerging customer and market needs. Hence, Adecco is repositioning itself with a fresh look. In a highly competitive marketplace, it is vital to differentiate. While we may sport a new appearance, our brand still holds true on our core values and principles which made us the world’s leading HR Solutions company. Our new brand identity will also help clearly distinguish between our Staffing and other business lines.” said Priyanshu Singh, Country Manager & MD, Adecco Group India.
The brand portfolio rationalisation and positioning was conducted in consultation with brand consultancy Landor. As a global leader in brand consulting and design, Landor helps clients create agile brands that thrive in today’s dynamic, disruptive marketplace.
The new brand identity reflects the core values, passion and humanity of The Adecco Groupand of the people who stand rightat the centre of everything the Group does.
The Adecco Group new global website has been launched alongside the new visual identity. The User-Experience focused website allows the Group to better contribute to the industry and evolve our current discourse with decision makers within the world of work.
With this goal in mind, The Adecco Group also launches Power of Work: the new website section dedicated to sharing labour market insights, trends and innovation. The Soft Skills Imperative and GTCI 2017 are available as the first thought leadership pieces for 2017.