work.
CLIENT CASE:
A new brand strategy after the merger of two giants.
Industry: Manufacturing Industries | Company Turnover: EUR 1,5 Billions | Brand Reach: Global | Solutions: Strategic Brand Management, Brand Architecture & Portfolio Management.
The two biggest global companies in their industry, one from Europe and the other from the USA, merge to become the leading corporate brand on the planet, operating on all continents with a complete vertical and horizontal integration as its competitive advantage. Together, they have the most widely recognized product brands, a broad portfolio of innovative products and solutions, and a strong financial position to create shared value for all stakeholders: customers, shareholders, employees and society.
CLIENT CASE:
Driving brand engagement and corporate culture across the planet.
Industry: Life Sciences | Company Turnover: EUR 400 Millions | Brand Reach: Global | Solutions: Brand Engagement & Culture.
This global life sciences company redefined its purpose and competitive advantage, to compete less on product innovation and more on customer intimacy. More than a strategic shift, it was a mental, attitudinal and cultural shift – adopting a new mindset. A new set of values were defined together with a four-step approach for customer centricity, beginning with anticipation and ending with achievement.
CLIENT CASE:
Teaching the arts and science of branding to 1.000+ university students.
Industry: Academics | Company Turnover: Not available | Brand Reach: Global | Solutions: Strategic Brand Management.
During a decade, I have taught international students an holistic approach to product and brand management, from the moment an idea for a new product is conceived to the time it is discontinued and withdrawn from the market. The teaching is structured around four main modules: 1) Product innovation and entrepreneurship, 2) New product development, 3) Product branding and positioning, and 4) Product life cycle management. In addition, I have given talks at numerous other business schools and institutes of technology.
CLIENT CASE:
Brand strategy after mergers and acquisitions.
Industry: Pharmaceutical | Company Turnover: EUR 800 Millions | Brand Reach: Europe | Solutions: Strategic Brand Management, Brand Architecture & Portfolio Management, Brand Engagement & Culture.
A centennial European pharmaceutical company invests to become a leading proprietary specialty pharma company by acquiring three marketing and sales driven pharmaceutical companies in France, Germany and the UK. The acquirer has a strong R+D legacy, culture and commitment to innovation with a strong clinical development organization with comprehensive research & innovation partnerships.
CLIENT CASE:
Positioning a Fortune Global 500 business unit internally.
Industry: Professional Services | Company Turnover: EUR 40 Billions | Brand Reach: Global | Solutions: Strategic Brand Management, Brand Engagement & Culture.
This cutting-edge global Professional Services Organisation adapts its 300.000+ people organisation to internal and external changes on a continuous basis, changing names and re-shuffeling people. For one of their business units, 99% of its clients are internal. The business unit was re-named and re-positioned with new value propositions. One year after rolling out the new positioning, sales had increased 14%.
CLIENT CASE:
Re-positioning an airline for the post-COVID era.
Industry: Commercial Aviation | Company Turnover: EUR 2,4 Billions (pre-COVID) | Brand Reach: Europe | Solutions: Strategic Brand Management.
The COVID pandemic represents the biggest impact on the airline industry ever, with a long-term effect. The effects have caused profound changes, literally disrupting the dynamics and composition of the industry. Customer needs and mindset have changed, organisations have adopted new work dynamics, new legislation to promote sustainable travelling has been introduced, and comprehensive mobility ecosystems are emerging – all influencing the aviation industry.
CLIENT CASE:
Re-positioning an iconic global product brand.
Industry: Alcoholic beverages | Company Turnover: EUR 150 Millions | Brand Reach: Global | Solutions: Strategic Brand Management, Brand Architecture & Portfolio Management.
New consumption trends and habits, ageing target consumer segments and growing competition from different categories of alcoholic beverages, forced this iconic brand to re-think and re-consider its positioning and consumer base in order to regain brand relevance and differentiation. New product concepts, both innovations and extensions, were developed in paralell with eloquent adjustments in the brand’s storytelling, value propositions and personality. Consumers and HORECA professionals participated from the beginning to end.
CLIENT CASE:
The power of co-branding when selling solutions.
Industry: Technology | Company Turnover: Not available | Brand Reach: Nordics | Solutions: Strategic Brand Management, Brand Architecture & Portfolio Management.
The customers of this business management software company, would typically need some dedicated hardware and infrastructure, a relational database, and last but least, the financial means to acquire the complete solution. Together with three other trusted brands, the software company bundled and co-branded vertical-specific solutions to the benefit of all parties involved, above all the customer. The result was an annual growth of 400% for the software brand.
CLIENT CASE:
Complete branding of a technology startup.
Industry: Artificial Intelligence & Cloud Computing | Company Turnover: EUR 250.000 K | Brand Reach: Global | Solutions: Strategic Brand Management, Brand Activation & Design.
This startup leverages cutting-edge Artificial Intelligence, Advanced Analytics and Cloud Computing to capture data from 1+M data sources and transform them into anctionable brand and marketing insights. Built on Microsoft Azure technologies and services, the system delivers real-time data and insights into brand sentiment, brand mentions and brand health, as well as predictions about future behaviour.