Merck launched the most radical brand realignment in its nearly 350-year history. Previously, the German blue-chip company was known as a traditional chemical and pharmaceutical company. The new brand strategy and visual appearance were not only unusual for the rather conservative industry. The realignment with the new brand idea "Vibrant Science and Technology" also included a fundamental change in the strategic positioning as well as a new corporate design, which had to be communicated internally.

One of our biggest challenges: not only is Merck a global B2B company, but many of the employees have scientific backgrounds and thus had to be sensitized to the topic of branding. To support all 50,000 employees from 66 countries during Merck's fundamental path of change and to turn them into brand ambassadors, it was necessary to reach out to the different divisions and functions, as well as cultures, work practices, and points of view.

The Brand Champion Program was the kickoff: 250 "brand champions" around the world volunteered to familiarize their coworkers on-site with the new brand by instituting unconventional activating measures (Connect, Value, Identify).

The "Virtual Reality Brand Dome" brought the most important brand elements to life and employees could actively associate themselves with the brand and recognize what it means for them personally via VR (Connect + Value).

The approach of the global "I'M employee campaign": As confident brand ambassadors, real 54 employees showed the change of perspective in a personal statement that reflected their own experiences with the new brand (Identify).

On the first brand anniversary in October 2016 employees posted under the #vibrantM about their anniversary and, in the process, many small regional celebrations became one huge global celebration. We bundled together the social media posts under #VibrantM in a social wall (Identify).

First measures took place in 2016 .