The interim manager was hired by an international medical technology company as marketing manager for the DACH market. The company with global sales and various product divisions had expanded its brand portfolio as part of several acquisitions. Against this background, an umbrella brand strategy was also to be implemented in the DACH region by means of rebranding. The departure of the marketing director and other employees created a vacuum in the marketing department. The interim manager was tasked with closing the gap in strategic and operational marketing in order to further define and implement the strategically important rebranding project.
Concept and milestones for the rebranding developed and agreed
After detailed discussions with top management, the interim manager developed the concept for the rebranding. It included a new logo, new key visuals, a new image film and the redesign of the website as well as the conversion of the entire external presentation, including the stand design for trade fairs. Other key sub-projects included the revision of sales documents, brochures and technical specifications as well as a gradual changeover of product labeling. At the same time, the day-to-day marketing business had to be implemented.
Relevant key points of the rebranding were defined as part of a kick-off with the steering committee. A key result of the workshop was the creation of a roadmap to coordinate all activities and milestones. Due to the large number of tasks, the decision was made in favor of a gradual operational implementation with selective adjustment of brand touchpoints with the highest priority. In addition to cost savings and minimal impact on day-to-day business, the reduced strain on resources was an advantage of this approach.
Reworking the sales documents improved communication with customers
The new positioning of the brand was not always met with broad approval by the sales representatives, as they saw the loss of the old familiar brand as an obstacle to customer communication and sales. The interim manager completely revised the sales documents in order to provide the sales force with additional arguments and adequate communication tools. In particular, the presentation of the product features and advantages of the company's own products in the competitive environment allows for more efficient and effective communication with customers.
Comprehensive online package to communicate the new brand identity
In order to support the rebranding, the interim manager initiated a broad online communication package. This included newsletters to existing customers, a landing page on the website, social media activities and press work as well as advertising campaigns. A redesigned trade fair presence was very well received by visitors and employees alike.
New brand presence increases incoming orders and brand awareness
The consistent approach to brand positioning and sales support led to the breakthrough. The brand campaign increased awareness among customers and business partners. The clients are very satisfied with the new market presence.
New brand identity can be applied to digital touchpoints
The new branding results in better visibility and transparency in the market. The proportion of tenders won has increased and brand awareness, the perception of the brand, has improved. The new brand identity can also be applied to digital touchpoints. There is now also more transparency in retail with regard to brand affiliation and contact persons.
