A Boyden, a leading multinational in the executive search sector, is unveiling a new brand positioning and corporate identity. The newly unveiled brand aims to highlight the organization’s unique value proposition and strengthen its connection with clients.
Lisbon, January 11, 2017 – Boyden is unveiling a new phase in the evolution of its brand worldwide, one that reflects its client-focused positioning. The Boyden brand is being reimagined with an enhanced corporate identity, including a new logo, corporate website, and marketing strategy, as part of a global campaign centered on its new positioning.
Boyden's signature style – The Right Leadership. Worldwide. – reflects the unique value that Boyden offers to clients around the world. In a global market seeking executive talent, clients demand a partner with deep expertise and industry knowledge, as well as a thorough understanding of the cultural nuances of the markets that enable their organizations to succeed. Clients want a partner that is “Worldwise.”.
The brand took shape following a comprehensive process that incorporated input from the organization’s customers, candidates, and partners. This evolution reflects the multinational’s ongoing focus on providing high-quality services and solutions, while taking into account what the stakeholders They claim that what sets the organization apart is its approach—being approachable, collaborative, committed, and results-oriented. The organization’s knowledge, commitment, established partnerships with clients, and entrepreneurial culture constitute its main competitive advantage over other market players. The brand’s evolution reflects this distinctive approach, with a new identity and visual style designed to engage customers in an ongoing dialogue focused on goals and objectives.
As Trina Gordon, President and CEO of Boyden, explains, “The launch of this brand represents Boyden’s evolution from a pioneer in the field of executive search to a dynamic and expanding firm that connects leading organizations with exceptional leadership. It is important that the brand promise underscores our commitment to providing critical leadership that meets clients” needs to drive sustained growth and performance for their organizations in the future.”
According to Fernando Neves de Almeida, President of Boyden Portugal, “This brand promise must align with a market that increasingly values executive search. All of the most economically developed countries, with higher productivity and greater professionalism in management, rely almost exclusively on executive search processes as a means of recruitment. Although the situation in Portugal is not yet the same, the projected path is the same, particularly given the current crisis and increased competition, in which companies need high-quality talent to achieve better results.”