What is the new DENSO brand?
DENSO’s new brand is Crafting the Core. Broken down, it looks like this:
Why is DENSO doing this now?
The world is changing. If DENSO wants to maintain its position of strength, it’s going to take all of us working together to make that happen. Investing time and energy into our brand can help unify and inspire our efforts. A strong brand like Crafting the Core can engage associates, help us attract and retain new talent, and show our customers and key stakeholders why we are different and better positioned to meet their needs than the competition. As a result, strong brands can generate more revenue and higher profits.
What does “Crafting the Core” mean?
In addition to the description offered above, Crafting the Core means pushing the boundaries of what’s possible, always challenging ourselves, relentlessly earning the trust of those who depend on us – inside DENSO and out – and discovering smarter ways to protect lives, preserve the planet and prepare a brighter future for generations to come.
Why should I care about DENSO’s brand?
No matter your title, role or tenure with DENSO, you have an opportunity to create value for our company as an ambassador for our brand. You have the ability to help your colleagues, friends, family and acquaintances understand who DENSO is and what we represent. And by embodying Crafting the Core and the DENSO Spirit yourself, you can ensure delivery of products that are second to none, which helps improve business results and assists in the recruitment of new associates who also will act as thoughtful, inspiring representatives of our organization.
What’s in it for me?
A strong brand, along with talented people, leading products and services, and capital are all required for a successful business. And successful businesses are able to invest more in their associates and the things that are important to them, such as pay, benefits and other drivers of associate engagement and satisfaction.
What do I need to do?
The most important thing you can do is understand and embrace Crafting the Core and apply it to your daily work. You can do this by paying attention to associate communications and speaking with your manager to learn more.
Try to find ways to internalize and personalize Crafting the Core to make it your own. Participate in brand-related activities. Talk about the brand with your colleagues. Speak favorably of DENSO outside of work. Refer others to work at DENSO. Ask questions and suggest ideas to improve Crafting the Core. And serve as a role model who energizes, respects and inspires associates who may be less engaged or less enthusiastic.
Is the new branding going to impact my job in some way? If so, how?
It is our sincere hope that Crafting the Core has a positive impact on your job. DENSO is still the same company, driven by the same dedicated associates, making the same products that you’re familiar with. Operationally, nothing changes. But with the launch of Crafting the Core, we hope that you and your colleagues are inspired to elevate your commitments to excellence, quality, safety. We hope these sentiments will be contagious and improve your engagement and job satisfaction levels, regardless of where you work or what you do.