MD ZUR Web Case KOE 220421 msi

Körber

The home of entrepreneurs

Sector

  • Industrial

Disciplines

  • Positioning
  • Brand architecture
  • Brand identity
  • Brand communications
  • Brand activation

Körber is a market-leading international technology group spanning Digital, Pharma, Supply Chain, Tissue and Tobacco. With each business area having its own brands, culture and strategy, Körber had grown into a multi-brand house, and thus was perceived as a holding company. This situation was proving increasingly difficult to manage, in particular in light of Körber’s international growth ambition.

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To meet this challenge, we transformed Körber to a confident master brand that all companies could identify with and champion together. Based on that, we developed Körber’s positioning «The Home for Entrepreneurs», heroing the spirit of the individual companies that joined and shaped Körber over the years, while clearly labelling Körber as a destination for entrepreneurs.

Based on the new strategy, we developed a new visual brand appearance that employees take pride in and that created momentum for change. Furthermore, we developed business area value propositions, messaging systems, and supported all former brands in their migration into the new master brand. At the same time, we helped to activate the new master brand with internal and external launch communication.

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