Selected cases: brand strategy
Airbus
A new and simplified brand architecture was required due to increased Mergers & Acquisitions and brand launches.
Using different brand architecture models to guide decision-making
Development of a simple decision tree tool to help structure the brand portfolio
Sandoz
A global pharmaceutical company strengthens its position as attractive employer of choice
A new Employer Value Proposition (EVP) highlights the diversity and collaborative spirit of the brand ("Sandoz - zusammen wirken")
Sharing the "Making of" the new employer branding in internal magazine "connect"
New look of job ads (sample template)
tesa
A new vision for an iconic brand
Development of a new brand vision
Internal launch of new vision
The "tesa lighthouse" reflects the new brand positioning
Sandoz
Simplifying a global brand portfolio
Increased M&A activities made the brand portfolio complex and difficult to manage
Less is more: reduction of brand levels, increase of transparency and strengthening of masterbrand Sandoz
Schott AG
New brand strategy for a global premium glass manufacturer
A brand book explains the new positioning
Brand vlaues provide orientation
Roadmap for internal roll-out of the new brand