Diesel – Organization

Experiencing significant internal and external transformations, Diesel faced severe growing pains. Kantar Vermeer joined the discussion to unlock brand growth for Diesel by articulating and codifying Diesel’s brand purpose and effectively infuse it across the organization

Four streams of analysis were conducted: an advertising review, benchmarking against best brands, executive interviews and an external BrandZ brand equity assessment. An adjacent qualitative consumer deep-dive was also conducted in key markets to gain an external perspective. Further, a Purpose workshop to inspire and offer stimulus, align on and craft the “Diesel Way.”

Our collaboration set a future vision for Diesel, which was then distilled and crystallized into a manifesto. This document translated values and mission into behaviors and imperatives for Diesel to carry out, and led to a detailed roadmap for sharing and socializing results with CEO and broader organization


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