Wolters Kluwer
Creating a value proposition that addresses core category needs.
Wolters Kluwer (WK) is a global $4.6 billion provider of information and insights to professions in law, business, and health compliance built over the last 175+ years from diverse global acquisitions. It was time to establish a unified look, brand promise, and value proposition for all of its audiences.
The Objective:
The mandate was to build a corporate brand promise based on its strategic pillars:
Exquisite content (Insights generated by industry experts)
Access (Platform-neutral; anywhere, anyhow, anytime)
Workflow (Efficiency, speed, natural harmony)
The Insight:
When working in healthcare or law, situations arise that require difficult choices, generate strong emotional conflicts – and require you to understand–and do–the right thing. In many of these cases, the consequences can be serious. So, how do you define what’s right? How do you know what’s right? And how do you do what’s right? The only way to know the right thing is to stay informed, not just by facts—but by the truth. From a credible, expert source.
Messaging Construct
Start with the Brand Pillars
Creative Expression
Doing what’s right has never been a 9-5 job. People who seek to do what’s right maintain their convictions no matter where they are, no matter the time of the day, no matter the activity. The timeframe for what they believe has no start time and no end time.
When situations arise that require difficult choices, how do they define what’s right? How do they know what’s right? And how do they do what’s right? In many of these cases, the consequences can be serious and have important ramifications. And, of course, nothing is black and white.
The only way to know the right thing is to stay informed by a credible, expert source. Wolters Kluwer is that source. The company provides instant access to comprehensive libraries of curated legal and regulatory insights, software, and tools you need to quickly determine the solutions to even the most complex conundrums.
For any legal or regulatory professional, Wolters Kluwer is not just the source of information, it’s how you “Know. Right. Now.”
The Result
The corporate campaign was successfully launched and then transcended into specific product and service advertising, both print and digital. Examples of the “concept in action” are below.
