RENOLIT meets customer needs more effectively than the competition, thereby enhancing the brand’s desirability.
Case
RENOLIT is a globally leading plastics processing company headquartered in Worms, Germany.
With over 75 years of experience, the company develops high-quality plastic solutions for a wide range of applications – from construction and medical technology to the automotive industry. Operating through eight specialised business units, RENOLIT serves distinct markets and target groups under a single corporate brand.
The Challenge
RENOLIT aimed to unite its eight diverse business units under one cohesive brand. Each unit addresses different target groups, markets, and requirements. The core challenge was to develop a unified brand promise that would be relevant across all units while allowing enough flexibility to highlight their specific strengths and customer benefits. Each unit needed to present itself in a focused and relevant manner while contributing to a consistent overall brand presence.
The Solution
Starting Point
The overarching brand promise of RENOLIT – previously developed in collaboration with us – served as the strategic umbrella for all business units.
Further Development
Tailored communication ideas were developed for each unit, building on the overarching promise and aligning it with specific business requirements – in close collaboration with RENOLIT.
Operational Refinement
For each business area, the claim was operationally honed: with a clear focus on target group needs and differentiating benefits. The result is a practical communication concept with templates that can be used directly in day-to-day business.
The Result
More Efficient Brand Management
The developed templates enable consistent, simple, and resource-efficient implementation across all business units – regardless of the person or team involved.
Customer-Centric Messaging
By refining the brand promise for specific target groups, each unit can address its customers’ needs directly – without compromising the connection to the overarching brand.
Brand Consistency Amid Diversity
The overarching brand promise provides a binding framework that ensures a coherent brand experience both internally and externally – even across highly diverse markets and target groups.
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Alexander Biesalski
MANAGING PARTNER
