Heineken case

Two years ago we were invited for a meet and greet with a high ranking man at Heineken International. Approximately a year later, when the organization was going through an introspection phase, we were asked to present solutions to create a value-driven Heineken organization.

In order to build their corporate brand from within, we made use of Aaker's Touchpoint Model, in an interactive application, combined with a fairly elementary six step plan that could be used by employees in every functional area and every business unit to design their touchpoints according to the corporate values.

Sadly though, the culture shift was such, that this promising project has not yet passed the foetal stage. Maybe we should have used the proper Heineken logo.