"Since 2020, Northrop Grumman (NG) has been on a journey to establish their new brand ethos and mantra: "Defining Possible." OBJECTIVES Research showed that there was a barrier: perception. To many, the bureaucratic "black box" that is Aerospace and Defense (A&D) could never be innovative. The truth is, some of the most innovative technologies were sparked in the A&D industry. Our goal: increase positive perception of Northrop Grumman, despite the stereotypes we faced."
"We needed to let people 'behind the curtain' to see the innovative - and real - side of Northrop Grumman. Our first priority was to humanize the brand so audiences can see who we are at our core. We created vignettes that showed a side of the company many had never seen, much less expected-humanizing NG and giving life to an industry often thought of as lifeless."
Northrop Grumman adopted the brand ethos and mantra 'Defining Possible' in 2020. Research identified a perception barrier that framed Aerospace and Defense as bureaucratic and uninnovative. The objective was to increase positive perception of Northrop Grumman despite these stereotypes. The company launched 'Overheard at Northrop Grumman,' the first serialized comedy created for LinkedIn, to humanize the brand and reveal the innovative, real side of the company. Targeted vignettes portrayed employee perspectives, making NG more approachable and positioning employees as shapers of what's possible. New 'Overheard' spots began running in paid rotation from November 2021, driving unprecedented brand consideration and social engagement.
Read at The Drum
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