Stakeholder Research / Positioning / Brand Foundation
With an accounting scandal in its not-too-distant past, CEO Tye Burt was considering how to move the Kinross brand forward – even contemplating a name change.
Mr. Burt asked us to determine the state of the Kinross brand: a brand is what people think of you – so what did people think of Kinross Gold, and what go-forward strategy would their opinions suggest? Our findings led us to recommend that Kinross keep its name and stake out its brand with a brand foundation, which we subsequently developed through intensive workshops with the client’s leadership team.
Demonstrating that “brand” is a synonym for “culture,” it is especially the values of the Kinross brand foundation – embodied in The Kinross Way – that have been woven into the everyday behaviours of employees throughout this global organization.
CORE PURPOSE – why we exist
To continuously generate value for our stakeholders worldwide – the people who entrust us with their capital, livelihoods, communities and environments.
VISION – where we are going, and how we’ll know we’re there
To lead the world in generating value through mining.
MISSION – what we do every day to get there
We bring smart thinking, efficiency and discipline to the safe and responsible operation of our business.
VALUES – what we believe; our principles
Putting people first | Outstanding corporate citizenship | Rigorous financial discipline | High performance culture
POSITION – how we are different
The brightest people in the most dynamic environment delivering the smartest growth.
CHARACTER – how we act; our voice
Humbly brilliant | Energetic | Driven Agile | Passionate | Considerate