Rieter Holding AG
2008 ReBrand 100 Winners > notable
Industry: Industrial/Manufacturing - Below: Before Images, Rebrand Images, Summary, Credits
Summary: Industry Setting - - Leading globally-operating manufacturer of textile machines as well as acoustic systems for the car industry - Traditional business is textiles (over 200 years) - Automotive division acquired in the 80s to minimize dependency on troubled textile industry - Single brand strategy introduced 12 years ago, but without comprehensive corporate design program - Holding and divisions each with their own visual identity Challenge - - To create a strong cross-divisional culture - Shore up the brand in the face of heavy Asian competition and a market of increasingly interchangeable industrial products - Implement a disciplined, clearly recognizable brand policy (unusual in the B2B sector) Strategy - - Create single, global brand - Express a future-oriented understanding of the brand - Create platform for all communication needs (all countries, all media, all divisions) Result - - New pride and strong identification with the group - New sensitivity to strategic brand management in top management (They can beat our prices but nobody can take away the brand.) - Leverage brand synergies across the group, cost efficient communication Credits: Client: Rieter Holdling AG - www.rieter.com Brand Strategist/Designer: MetaDesign Zurich - www.metadesign.ch [back] |
