When we first met the marketing team at NORDEN, one of Denmark’s oldest shipping companies, we sensed dichotomy at every turn. One foot in the traditional shipping skills of the past but an eye on using digital transformation to revolutionise the business – a future where revenue is generated on the trading floor rather than the dockside.
Our task was to create a new brand story that would unite the entire company, and, after that initial meeting, our instincts suggested that the apparent differences within the organisation could actually be their biggest strength. While we had already decided to speak to members of staff, partners and customers from across NORDEN’s global operation, our first encounter with the culture of the office heavily influenced the questions we would ask. What if our hunch was right and NORDEN’s strength came from the synergy between all the contrasting types of intelligence that their workforce possessed? That the value of seamanship, analytics, emotional intelligence, instincts and diligence, came together to form the very essence of what makes NORDEN successful?
After numerous interviews, our assertion was proved correct and the keyword ‘Intelligence’ in all its forms, laid the foundation of the communication platform we delivered to them: Trust Powered by Intelligence. By rediscovering what binds the human core of NORDEN’s culture rather than reinventing the brand through an ambitious and abstract positioning based on ‘blue ocean’ opportunities in the market landscape, we aid the connection between the human beings in the organisation, and those that they are trying to communicate to.