Behind the Brands: NN Group and Brand Management

What’s old can be new again. That was the goal for one of the oldest-newest brands in the world, NN Group, a 175-year-old $6B company split from ING Bank. Despite being around for over a century, the brand team knew that doing the same thing for yet another year was simply not a viable option.

Enter Frank Lina, Brand Manager at NN Group: Frank had an exciting plan to reinvigorate the NN Group brand experience, not just for customers, but for internal teams and stakeholders as well.

You Matter

The brand promise “You Matter” needed to be felt across the organization and ingrained in everything that NN Group did, from interactive training, to briefing generators and digital guidelines, and so much more. The birth of the NN Brand Portal allowed “You Matter” to truly come to life, providing an interactive, unified platform that would drive adoption and engagement of the brand promise.

We were fortunate enough to have Frank join us with Monigle CMO Gabriel Cohen, as he walked us through the NN Group brand management tool, and how both the portal and the “brand concierge” mindset bring to life the commitment of “You Matter.” No matter the industry, the basic elements of their process can be applied to anyone looking for a more holistic brand experience for their organization.

Additional Resources

• Read the NN Group Case Study