Case Study: LoyaltyOne strengthens internal brand alignment with Brand Matters

LoyaltyOne strengthens internal alignment with Brand Matters and benchmarks culture shift

The customer, LoyaltyOne, operator of the AIR MILES Reward Program, faced the challenge of aligning its internal culture with its new international brand identity following a corporate rebrand. To ensure organizational alignment and develop new brand behaviours, they engaged the vendor Brand Matters, which provided services in employee research and internal brand alignment.

Brand Matters implemented a solution that included senior management interviews and employee roundtables to refine Key Performance Behaviours and define the leadership brand. This process strengthened internal alignment, allowed management to identify key organizational gaps, and advanced the change process. The vendor Brand Matters reported that the benefits of this engagement exceeded the client's expectations.

LoyaltyOne