James delves into how Generation Alpha will hit the industry in ten years, with completely different ideas of globalisation and mobility. But with K2’s adaptability, this rebrand will set us up for the next chapters to come, which will help us to service that next generation.
Personally speaking - episode 13
In this episode of Personally Speaking the tables are turned as our CEO, Nick Plummer, is the host, interviewing our Global Marketing Director, James Marshall, about the path to building a global brand.
K2’s rebrand, at its core, aims to keep the cohesion of the global brand, whilst also highlighting more strongly its different assets. Under the new ‘K2 Group’ will sit: K2 Relocate, K2 Bespoke, K2 X Border, K2 Indx, K2 Alphatech, and 12 Degrees.
Nick talks about how all of the branches of K2 Group share the same values, contribute towards our Great Place To Work® accreditation, contribute to our NPS®, and all have Q (the collection of qualities which make K2’s employees a family as opposed to a workforce). However, each branch has its own specialities: differentiating more clearly between them allows us to celebrate the unique identity of each.
Nick and James conclude their conversation with the reiteration that the K2 way is that if there is a new area of expertise needed, we’ll make a team for that so that we can fulfil that need with maximum efficiency. This brand project has set that up, so that the next time we need anew team (or creativity gets the better of us), everything is in place to continue expanding K2 Group.
