Project: North America Brand Integration

Challenge:

In preparation for Prysmian Group’s acquisition of General Cable, the organization partnered with A.T. Kearney to lead a global brand mapping initiative. The resulting analysis provided a data-driven view of brand equity, overlap, and commercial performance across regions—surfacing significant complexity within North America’s brand landscape. With a proliferation of legacy trademarks and product names, the region faced potential confusion internally and in the market without swift and strategic brand rationalization.

As we approached Day 1, it was clear North America needed a structured, regionally owned roadmap to transition from fragmented legacy identities to a unified brand presence—while safeguarding customer trust and internal alignment.

Solution:

As the executive leading brand integration across North America, I translated global strategy into actionable regional execution—anchoring our efforts in both business objectives and cultural integration. Key initiatives included:

• Interim brand activation: Directed the rollout of a Day 1-ready identity system across all internal and external touchpoints, including intranet portals, welcome kits, signage, video assets, and communications templates—ensuring a consistent, professional brand presence from the outset.

• Commercial brand evaluation: Led business unit–level brand reviews in close partnership with commercial and product leaders to determine which legacy brands to preserve, phase out, or consolidate—balancing long-standing market recognition with forward-looking strategy.

• Brand architecture & governance: Defined and operationalized a North American brand architecture aligned with the global framework—clarifying the roles of corporate, commercial, family, and product brands. Partnered with legal, IT, and Business Protection teams to ensure naming conventions, trademark compliance, and backend system updates (HFA, SAP).

• Employee & stakeholder engagement: Oversaw the launch of a North America Brand Portal and internal training tools to drive adoption, consistency, and alignment—empowering teams to become active brand ambassadors throughout the transition.

• Customer & market communications: Led the development of external messaging and brand communications, including customer letters, press releases, branded collateral, and coordinated social media campaigns—ensuring the industry, partners, and clients were informed, engaged, and aligned with our new identity.

• Cross-functional rollout: Established governance processes and coordinated execution across packaging, product labeling, printed materials, customer communications, and channel tools—ensuring every touchpoint reflected the new brand system.

Impact:

The North America brand integration enabled a faster and deeper transformation than many thought possible—delivering clarity, cohesion, and confidence at a critical time for the business. By rapidly transitioning from legacy brand complexity to a unified identity, we helped stabilize the region post-merger and reinforced trust with both employees and customers.

This work laid a solid foundation for long-term brand evolution, positioning the Group for its broader shift from “Prysmian Group” to simply “Prysmian.” It strengthened our market presence, preserved the equity of key product and family brands, and ensured North America was not only aligned with global strategy—but ready to lead through change.