Kuehne + Nagel

Case Study: Global Behavioural Framework Launch

The business aimed to launch an evolved brand identity that would deliver a clear, dynamic message across the organisation. At the heart of this initiative was a behavioural framework anchored around three key pillars, which were distilled into nine focus behaviours, thus creating a simple, consistent model for employees.

The challenge was essentially how could this framework be communicated in a way that genuinely reflected the very behaviours it aimed to promote?

The goal was to raise awareness and understanding of the framework, to enable all employees to consistently demonstrate the nine behaviours in their daily roles. Over a 12–15 month period, the programme was to reach all 78,000 colleagues. The delivery strategy involved behaviour ambassadors, working closely with the business specialists and a selected external partner.

We collaborated with our partners to design a scalable programme delivered through a network of trained ambassadors. This solution came with two parts:

Part One: Behavioural Video Scenarios

We partnered with ActorFactor to create a series of digital videos, each based on one of the three key pillars and rooted in the nine focus behaviours. Drawing from our expertise in Forum Theatre, the scenarios were intentionally designed to portray less-than-ideal behaviours, setting the stage for reflection and improvement.

Ambassadors were trained to facilitate these video sessions, guiding participants to critique the scenarios and co-create revised scripts that better exemplified the desired behaviours.

Part Two: Digital Train-the-Trainer Module

We developed a one-day, digital train-the-trainer module in collaboration with ActorFactor. This training focused on:

• • Role-modelling key behaviours
  • Facilitation skills
  • Best practices for using the video content
  • An online ambassador toolkit that included support materials and additional training videos

The outcome was a programme that was successfully rolled out to 540 ambassadors across 59 countries and multiple business sectors. The feedback from the ambassadors was that they were empowered to cascade the content, facilitate training sessions, and adapt the material to local contexts. The video tool and support package enabled the global network to deliver the behavioural framework in an engaging, discussion-based format.

As a result, the company has expanded the initiative, integrating additional methods to ensure the message reaches all corners of the business.