Differ supported a global technology group on an interesting branding journey. The group has close to 45 000 employees, located in 30 countries and is organized in five business areas. Their customers can be found across all industrial sectors.
Within the field of technology, the market is constantly evolving. New competitors are appearing and customer demands are in constant change. Both offering and brand need to be continuously refined in order to maintain relevance in the market.
Our client had responded to some of the market changes with acquisitions. As a consequence, the former mono-branded company now had a portfolio of brands to manage.
The situation, with changing needs and higher brand complexity, put new requirements on strategies and work processes for the group. They needed a structured and modern foundation for brand management going forward. The foundation should work for current business, but also take future acquisitions into account.
Differ had the privilege to support the group in developing a set of strategic tools for brand management. Some tools were already in place, but needed to be documented and sharpened. Other tools were missing and needed to be developed from scratch.