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January 31, 2017

Boyden presents new brand


Boyden, a leading multinational in the area of ​​executive search, presents a new positioning of brand and corporate identity. The brand now presented wants to highlight the differentiation of the organization and enhance its approach to customers.


Lisbon, January 11, 2017 - Boyden presents a new phase in the evolution of its brand worldwide, which expresses its positioning focused on the customer. The Boyden brand comes with an enhanced corporate identity, including a new logo, corporate website and marketing strategy as part of a global campaign around its new positioning.

Your Boyden brand signature - The Right Leadership. Worldwise. - reflects the differentiating character that Boyden makes available to customers around the world. In a global marketplace looking for executive talent, customers demand a partner with deep industry skills and knowledge, as well as a deep understanding of the cultural nuances of the markets that enable their organizations to succeed. Customers want a partner that is “Worldwise”.

The brand took shape after a comprehensive process that included the contribution of customers, candidates and partners of the organization. This evolution reflects the multinational's continued focus on offering high quality services and solutions, while taking into accountstakeholders they claim to be differentiating in the organization - being close, collaborative, committed and results-oriented. The knowledge, commitment, partnership established with customers and the entrepreneurial culture of the organization are its main competitive advantage over other players in the market. The evolution of the brand reflects this distinctive approach, with a new identity and visual style designed to involve customers in continuous sharing focused on goals and objectives.

As Trina Gordon, President and CEO of Boyden explains, “Launching this brand represents Boyden's evolution from a pioneer entity in the area of ​​executive search to a dynamic and expanding firm that links leading organizations to exceptional leadership. It is important that the brand promise underlines the commitment to provide critical leadership that meets the needs of customers to enhance the sustained growth and performance of their organizations in the future. ”

For Fernando Neves de Almeida, President of Boyden Portugal, “This brand promise has to correspond to a market that values ​​executive search more and more. All economically more developed countries, with greater productivity and professionalism in management, use executive search processes almost exclusively as a form of recruitment. Although the reality in Portugal is still not the same, the path that is being envisaged is common, particularly in the face of a crisis context and increased competition in which companies need the quality of people in order to have better results. ”


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