Companies change, as do their products and business areas. Consequently, the tasks and processes in quality management evolve as well. The starting point for the global launch campaign developed by Bruce B. was a redesign of the Q symbol based on the new design guidelines. A central component of the launch was a film featuring two managing directors. At the heart of the film: a clear commitment from top management to the new Quality Principles and to the high importance of quality as a traditional core value of the Bosch brand. The first phase of the launch was supported by print media, a dedicated intranet hub, and the interactive involvement of the global Bosch community.