Why Refresh Your Brand: Embracing Change in a Digital World

Introduction

Refreshing a brand is a strategic decision that can revitalize a company’s identity and communication in a rapidly changing digital world. Learn about the story of the Wason Group’s brand refresh, the modernization of the emblem, and the launch of the ASWSON brand circle.

The Story of Corporate Brand Refresh

• The history of the company dates back to 1841 when it started as a single dispensary.

• The company’s original name was registered as ‘Es Wson’ and the emblem has been used since then.

• Despite joining the CK Hutcherson group, the name ‘Es Wson’ and the heritage emblem have remained unchanged.

• With over 180 years of history, the company is now embracing new digital communication opportunities amidst the rapidly changing world.

The Modernization of Wason Group Emblem

• The historical emblem of Wason Group, which represents our unique identity, has been undergoing a modernization process.

• The new emblem features simplified lines and incorporates the three elements of dragon, unicorn, and penod, symbolizing the power of East Midwest, caring, respect, and longevity.

• The emblem is designed in a circular shape, representing unity and wholeness, and the font used for the name ‘Wason group’ will be in capital letters.

• The modernized emblem aims to make day-to-day communications simpler and cleaner, and it will be reintroduced as a refreshed representation of the company’s values and heritage.

Launching the ASWSON Brand Circle

• The ASWSON brand circle is being launched with the aim of bringing a smile to customers’ faces every day.

• The official mission is to become the world’s leading and customers’ first choice shopping destination for quality health, beauty, and lifestyle products and services.

• The ultimate vision is to achieve this mission in many markets, with a focus on delivering exceptional customer experience and value.

The Essence of the ASW Brand Mission

• The ASW brand mission is centered around empowering customers to look good, do good, and feel great through excellent services and accessible products on our platforms.

• The mission is embodied in every function within the company, and it focuses on delivering passion, commitment, teamwork, and innovation to fulfill its purpose.

• The competitive landscape is constantly evolving, emphasizing the need for the company to remain proactive and avoid complacency.

• The DNA of the ASW brand encompasses key values such as passion, commitment, teamwork, and innovation, which are integral to fulfilling the brand mission.

Completing the Brand Story

• The capabilities needed to complete the Brand Story are essential for all of us.

• Each individual in the organization is considered a leader and contributes significantly to our success.

• Customer focus, results-driven mindset, strategic thinking, use of science, fostering collaboration, and managing complexity are the core capabilities required.

• As a company with over 180 years of history, love has been the driving force behind our existence and service to customers worldwide.

• The company operates as a unified family with the sole purpose of bringing smiles to customers’ faces today and in the future.

• Together, the aspiration is to lead the company into the future as a cohesive Aswson Group.

Conclusion

The Wason Group’s brand refresh and the launch of the ASWSON brand circle signify a commitment to embracing change and delivering exceptional customer experience. By understanding the essence of the brand mission and the required capabilities, the company is poised to lead into the future.

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