Converting a professional services leader's positioning from tactical to strategic.

One of the world's largest relocation providers, BGRS sought to understand and articulate its distinct value proposition in an increasingly crowded and competitive field.

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Increased visibility for HR executives.

Research among BGRS’s target decision makers – mobility and human resources leaders at global companies – revealed the opportunity to elevate the role of mobility to be recognized as a strategic contributor to the success of the enterprise. Prospects also wanted assurances that their relocation partner had a commitment to strong cultural values that mirrored their own. At the same time, technology was increasingly important in this market, particularly among millennials who wanted to use tech-enabled tools to customize and manage certain aspects of their own move.

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From logistics provider to strategic contributor.

The new brand is built around “the power of mobility,” repositioning BGRS as a strategic partner and thought leader in companies’ efforts to attract, develop and retain top talent.  The brand connects with clients and prospects by demonstrating the close relationship between mobility and realizing the organization’s larger talent management goals.

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