Background
LeaseWeb is a international hybrid cloud provider offering customers on-demand, world-class hosting solutions, with subsidiaries in Europe, USA and Asia. Since 1997, LeaseWeb has been supporting businesses across the industry spectrum, including some of the largest, most respected enterprises in the world.

Challenge
To continue it's rapid growth path on all continents and to compete with established brands such as Google, Amazon and Microsoft, LeaseWeb has been professionalizing every aspect of it's business. Next to significant investments in infrastructure, technology and geographic expansion, the company is making the creation of a unique common brand culture a priority. 

Process
Through a collective process by means of the BR-ND Insider and Outsider, involving all employees in the Netherlands, Germany, the USA and Singapore, we surveyed the existing and future brand image and organisation identity. In a series of BR-ND Kitchens in the Manassas USA, Amsterdam and Frankfurt, we identified the foundation for the corporate purpose, strategic pillars of the identity and values for the brand. Through various interventions we have been supporting LeaseWeb with internalisation, engagement and activation of a branded culture.  

Results
As BR-ND's work at LeaseWeb started end of 2016, tangible results are expected over the course of 2017.