02 / Strategy
Through a series of stakeholder interviews and a half-day brand summit with key leaders from across the company, GMMB quickly recognized that Chemonics was living a powerful brand internally, but not expressing it externally. Staff both embodied and universally shared a set of compelling brand values that combined the conviction of their non-profit peers with the drive and innovation usually ascribed to for-profit companies. In addition, GMMB identified that changes in the international development landscape had created a demand to integrate work historically performed by organizations with narrow technical focus into a single, integrated and multi-disciplinary approach. Chemonics’ size and breadth of technical expertise, often a target of criticism, in actuality was an asset. With this in mind, our task was clear: GMMB must help Chemonics frame and consistently express characteristics it had long considered vulnerabilities as its greatest strengths.