Xylem
The CEO of water technology company Xylem made a transformative acquisition to achieve a bold vision: building a global platform to address the world’s most critical water challenges.
Xylem operates in a world where water scarcity, affordability and quality are serious challenges. Customers battle aging infrastructure and climate disruptions that lead to waste, overflow and contamination. Xylem’s acquisition of Evoqua, a leader in water remediation, created a Fortune 500 company positioned to address new markets by helping customers navigate an increasingly challenging environment.
In research interviews, we learned that Xylem’s people have a deep understanding of their customers’ often unique challenges and are inspired by the opportunity to partner to overcome them. We also learned that Xylem’s customers, like Xylem’s employees, want to make a positive impact on the world. This insight meant that the brand couldn’t only be about what Xylem can do; it had to be about what Xylem empowers its customers to achieve.
This insight inspired Xylem’s differentiating new purpose: “to empower our customers and communities to build a more water-secure world.” The purpose statement is reflected in the overarching brand idea: “championing the people who make water work.”
The new brand unites Xylem’s portfolio, workforces and product and service architecture by turning the lens on the company’s diverse customer base. “Whether you’re moving, treating, measuring, maintaining or optimizing water, Xylem commits to advancing sustainable impact and partnering with you and your communities to tackle the challenges that matter most.”
Xylem is now far more than a legacy pump manufacturer or even a tech-forward water solutions business. It’s a breakthrough platform that’s developing the water optimization infrastructure of tomorrow—uniting shareholders, customers, employees, businesses, and solutions in common purpose. Through every stage of the water cycle, no matter the technology, innovation or expertise needed, people now know why they choose Xylem: To build a more water-secure world. Together.
Their training approach was smart, strategic, and globally scalable—helping us introduce our new brand across a complex business with clarity and consistency. Each session was thoughtfully designed for the specific needs of our internal audiences around the world.
