Evolving a Brand Over 15 years
The Assignment: Brand Evolution
Quarterback brand alignment with Raytheon’s CMO, multiple in-house teams and external partners. Manage the brand through two CEO visions across 15 years of audience and environmental changes.
With over 7,000 products, 60,000+ employees, multiple businesses and target audiences across the globe, effectively and efficiently aligning resources to make an impact required focused strategy, smart creative and a flexible approach.
We developed a brand platform that aligned with corporate visions and created an audience-driven content strategy that evolved as channels and innovations emerged.
This effort helped Raytheon move from #8 on the Fortune’s Most Admired list of Aerospace and Defense companies in 2006 to #1 on in 2020.