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Whirlpool’s expansion into Europe saw them take over Philips’ white goods appliance factories and focus on building a prestigious brand with quality and style. The Whirlpool brand aims to reach lifestyle conscious consumers with a message of innovation, resourcefulness and design. Simultaneously Whirlpool wanted to energise their European employees with its brand values. Working with the European Marketing Director JAM carried out a comprehensive review of Whirlpool manufacturing plants in order to explore the best way of expressing brand related benefits needed across the company.