Volkswagen AG

Volkswagen AG’s central brand strategy group, led by the Head of Brand, was navigating a complex challenge. With responsibility for managing iconic names like Volkswagen, Porsche, Audi, and Skoda, the group needed a modernized governance system to unify brand narratives and assets across its diverse portfolio.

Despite prior investments in high-profile management consultants, the group struggled to align their internal stakeholders and effectively communicate their brand strategies at scale. They needed expertise in storytelling, governance frameworks, and organizational engagement—and that’s where BRNDLB came in.

The Challenge

Volkswagen faced two critical issues:

• Fragmented Brand Management: Each brand operated with its own set of assets and narratives, leading to inconsistencies and inefficiencies.
• Leadership Engagement: A lack of alignment among senior leadership across brands hindered buy-in for strategic initiatives.

Our Approach

1. Brand Governance System

We built upon prior work to flesh out a governance framework that addressed the management of brand stories, systems, and assets. This included a better way to interface and communicate internally about brand issues and topics, ensuring consistency and clarity across the organization.

2. Brand Strategy Radar App

To enhance communication around strategic messaging and brand narratives, we developed the "Brand Strategy Radar," a mobile app designed for Volkswagen’s global leadership. This app became a dynamic platform for delivering updates, providing easy access to brand assets, and communicating strategically important information.

3. Engagement Strategy

The app wasn’t just an information tool; it was a platform to boost internal engagement and facilitate strategic conversations. By integrating news, brand campaigns, and data visualizations, we ensured leadership could stay informed and aligned.

Outcome

The governance framework and the Brand Strategy Radar app delivered measurable results:

• Strategic Alignment: The governance system provided clarity and consistency in managing brand stories, systems, and assets.
• Leadership Engagement: The app became an essential tool for top management to stay informed and contribute to strategic brand conversations.
• Increased Efficiency: Improved internal communication and streamlined brand management processes saved time and resources while maintaining narrative coherence.

BRNDLB’s contributions went beyond delivering tools—we created a culture of alignment and engagement, equipping Volkswagen AG to confidently manage its portfolio of brands in a modern and connected way.