selected cases: brand strategy


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 


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)


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 


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

cases: "purpose"

cases: "corporate design & naming"

cases: "brand communication"