Including employees in the change process - this was the clear objective of W&H Dentalwerk, Austria’s only manufacturer of precision dental instruments, when it launched the “Internal Branding” project in 2011. The communication concept impressed not only within the company but also proved hugely popular with the top-class jury of this year’s European Change Communications Award from science and industry. The successful project - designed to build up a uniform understanding of corporate values and corporate philosophy throughout the entire W&H Group - was awarded 2nd place in the “branding medium” category (1,000 - 10,000 employees). Deutsche Telekom Training GmbH took 1st place in the “branding medium” category. Prizes were awarded in a total of six categories.
Employee identification strengthens customer orientation
W&H is known worldwide mainly for its high product quality and innovative strength in the dental industry. Recently, with the “Internal Branding” project, the company also proved its competence in the field of in-house communication: the workforce was challenged in a series of specific workshops to deal actively with the mission statement and the company’s core values. The organizational principles of the production system as well as changes and objectives in sales were also topics for discussion. As a result, W&H successfully created not just a uniform understanding of brand values across the entire corporate group but also achieved changes in the organization of its global sales and marketing while additionally improving the understanding of the company’s just-in-time production processes.
As a successful global company with approximately 1,000 employees, W&H is required to adapt to a constantly changing market. By encouraging cooperation between sales and production during the communication project, W&H can bring its corporate activities even more specifically into line with the needs of its worldwide customers and can respond quickly to the requirements of the dental market.
Employee identification strengthens customer orientation
W&H is known worldwide mainly for its high product quality and innovative strength in the dental industry. Recently, with the “Internal Branding” project, the company also proved its competence in the field of in-house communication: the workforce was challenged in a series of specific workshops to deal actively with the mission statement and the company’s core values. The organizational principles of the production system as well as changes and objectives in sales were also topics for discussion. As a result, W&H successfully created not just a uniform understanding of brand values across the entire corporate group but also achieved changes in the organization of its global sales and marketing while additionally improving the understanding of the company’s just-in-time production processes.
As a successful global company with approximately 1,000 employees, W&H is required to adapt to a constantly changing market. By encouraging cooperation between sales and production during the communication project, W&H can bring its corporate activities even more specifically into line with the needs of its worldwide customers and can respond quickly to the requirements of the dental market.
