Leading Change: The Importance of Engagement

Consumer Packaged Goods

The client

A global Fortune 100 consumer packaged goods company


  • Flat category and brand sales growth, eroding margins, and declining brand equity with shoppers buying almost exclusively on deal
  • Major change initiatives with likely resistance from sales and cross-functional team members
  • Lack of holistic strategy to communicate change initiatives to the organization

HORN Solution

  • Created Strategic Roadmap linking disparate initiatives with a common vision
  • Developed branding for change efforts / initiatives to create memorability and impact
  • Created Communication Strategy and messaging to ensure ongoing team understanding and buy-in
  • Provided turnkey toolkit to support leaders in consistent communication
  • Led employee working sessions to communicate initiatives and build engagement and alignment

The Impact

Achieved 88% engagement across leadership team

82% of employees indicated they had an excellent understanding of the new initiative and its drivers

Branding adopted across organization at all employee touch points

Based on success, branding platform extended to external customer communication