In November 2005, Nikken International began a 12-month major re-branding project which included enhancements
to several key business development tools. Finding itself faced with a brand that while it carried extraordinary
value and respect from 30 years of success and innovation, the Nikken brand required updating to match the
leadership position it now occupies in the wellness space. This project centered around a commitment to updating
the Nikken brand to better support Consultants and properly present the unique Nikken Wellness Home promise to today's
marketplace.
This effort resulted in a complete new look and positioning for Nikken from logo to collateral, to messaging, multimedia,
product packaging and events. An integral part of this effort was our internet offering - our public facing corporate
website and Consultant personal web pages. Existing sites were outdated in content, design and functionality. Additionally,
the personal websites utilized by Consultants had become disconnected from Nikken's brand positioning and message,
therefore presenting a brand to the public that appeared in conflict with itself. The restrictive website management tools
and out dated technology of the current offering were a limiting factor in the ability to address this portion of the
re-branding project.
Our internet strategy and corresponding project requirements were uncompromising and threefold: First, the creation of a
highly engaging corporate website with advanced functionality. Second, no restrictions on creative execution and finally,
management tools that provided ultimate flexibility and in-house control over corporate and consultant websites.
Fionda's intimate understanding of the network marketing industry, their unwavering commitment to the user and client
experience combined with a software solution that provides custom results with off the shelf ease of use made for a
perfect partner. Through this partnership, Nikken has realized its re-branding goals and provided a corporate and
field internet solution with an offering that is not only on brand and on task, but valuable and engaging. However,
the real proof lies with the customer. The resulting product has created a web presence for Nikken that has more than
met our goals and created a united Nikken brand image and message, it has created extremely positive feedback from the
field and has exceeded initial sales goals by topping subscriptions of the previous offering within the first month.
The success and positive impact of this effort in the North American market has resulted in Doug Braun, Nikken's Vice
President of Global Marketing and Development calling on Fionda to roll this effort out internationally.
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