The concept is based on innovation as a driver for growth. The elaborate communication strategy is aimed at stimulating integration of the Innovation Platform into the daily work processes. As several countries with diverse (company) cultures are involved, a lot of attention is given to internal branding. The concept comprises of a close user website and a balanced set of organisation, communication and marketing tools, ranging from editorial cycles, trainings and communication in printed materials to incentive and loyalty programs. For the Innovation Platform Mattmo also developed a web tv channel to spread periodical thematic video interviews.