Mabey Group, Case Study I Brands2Life Mabey Group: Repositioning Mabey CHALLENGE Following a series of corporate restructures, Mabey, a leading international bridge and engineering services specialist, asked us to review and refresh its corporate positioning and to define an internal and external communications strategy. APPROACH We undertook a communications audit comprising interviews and research amongst employees, customers, industry influencers and media, as well as a review of all existing marketing programmes and materials. From our research, we formulated fresh brand positioning outlining the Mabey purpose, mission and vision, a comprehensive Brand Blueprint and a modern design style and tone of voice. IMPACT We created a global employee engagement campaign to introduce the new cor

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