PGGM internal branding

Services by BR-ND People: Culture (internal branding, values, behaviour)

Situation

PGGM is a large not-for-profit cooperative pension fund service provider. They offer our clients pension management, asset management and management advice. PGGM manages the pensions of various pension funds, the affiliated employers and their employees. PGGM holds pension assets worth 268 billion euros for 4.4 million Dutch participants. 

Challenge

BR-ND People was asked by PGGM to internalize a newly created PGGM brand story, including values and behaviour, involving all 1.300 co-workers of the organisation in the headquarters in Zeist.

Approach

We created an entertaining setup where all teams of PGGM were invited via an online game, using the 23plusone method. Theirafter teams actively ‘play’ with the corporate story and values in a branded space/room in order to get to know, understand and internalize the PGGM story and values.

Results

Just before covid-19 measurements, we started with the roll-out of the program. During the pandemic most co-workers have had to work from home, hence the offline sessions had to be replaced with alternative interactions.