When your story touches people, only then they will listen
A massive organization ERIKS is. A giant. And very modest. Humble. Employees are very proud of their work, but would keep it quiet. Don't boast, just do your work. But you'll always see the tinkle in their eyes.
Problem was that the company is SO gigantic that departments do not always have a clear vision on what other departments actually do. Internally and externally it was unclear what ERIKS stands for. What products and services they are selling. Result: missed cross selling, missed income.
Sunny's task: formulate ERIKS essence. The make the communications way way easier. Sunny's strategy: people can't hear what you have to say when it's boring. Or too technical. First make sure that they see what a giant ERIKS is. Then questions will come: how did they do that? What else do they offer?
ERIKS' tagline: We are everywhere
You know, they are truly everywhere. They are in every house. In water taps. In airconditionings. In shopping centers. In escalators. In ships. In airplanes. In revolving doors. In oil industry. In milk cartons. In cars. In vessels. In space shuttles. They are in everything with their technical components, and with their brains to create innovative solutions to world problems.
And you know when this company really started to grow massively? When they opened dependances everywhere. Shops and costumer centres around the world. This is their essence: being omnipresent. Visible and invisible. Helping you with small tools and world changing innovations.
(What Sunny adores is when you make a small pause between every word: ERIKS . We . Are . Everywhere. And then silence. Get it?)