Fujitsu have a consumer brand that is often misunderstood. Many people see them as an old-fashioned PC company, not the innovative business that has built the world’s fastest computer or the intelligence that supports Mi5. This old-fashioned view of their identity was also shared internally and were guilty of holding themselves back with an extremely modest mindset. That needed to change to help attract the brightest and best talent in the tech market.
Working in the ultra-competitive world of technology, we knew from the outset that this employer brand needed to work hard to compete. That meant creating an employer brand that was consistent, yet flexible, global, yet local, authentic, yet aspirational, traditional, yet futuristic, that can be all things to all people.
To make this happen we were also determined that this employer brand wouldn’t be hard work to use and could be owned and celebrated by all employees at Fujitsu.
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