ASSA ABLOY | norton
Reviving the vision for a former market leader.
Norton was a category leader when Assa Abloy acquired them. Ten years passed, and they didn’t lose their quality, but they lost their direction. We helped the incoming management rediscover their history and set their new vision.
challenge
Norton never lost their quality, but they did lose their sense of direction and purpose over the years. Before they could regain their lead, first they had to understand what made Norton a leader in the first place.
INSIGHTS
Effective change isn’t just about implementing a new leader’s vision. It’s a collaboration. It happens when the whole team participates and becomes part of a movement they can contribute to.
OUTCOME
The Norton team uncovered their core identity and aligned their vision with their business goals. This created renewed excitement and a unified team, ready to bring Norton back to its full potential.
When Norton’s new GM arrived, he was taking on a former category leader that had lost their way after Assa Abloy acquired them a decade ago. New leaders can bring fresh vision and hopes for change, but if the rest of the team isn’t on board, it doesn’t matter. Norton’s team needed to know the company’s history, what they stand for, where they’re going, and what people think of their brand.
Through a series of design thinking and brand strategy workshops, we worked with them to explore the company’s history and craft a clear picture of who they want to be. Most importantly, we involved the current leadership team, so everyone could contribute their unique perspective. This led to deeper buy-in from the whole team and a greater excitement for Norton’s future.
SERVICES RENDERED
Brand Strategy & Positioning
PROJECT TEAM
Tino Chow / Strategy
David Barnum / Strategy
Teegan Nordhues / Strategy
Mike Valdes / Project Management