CASE
Caparol
Caparol is one of the leading international B2B brands
in the construction and paint sector.
With the commoditisation of various product areas (from interior wall paint to insulation materials), a changing customer base and thus changing requirements, and increasing complexity in decision-making and business processes, Caparol is losing relevance and market share with its product-oriented marketing and sales strategy.
OUR APPROACH
We are breathing new life into the leading brand by consistently putting customers at the centre of our attention. With a new brand positioning that encapsulates the brand’s power as a central, unseen benefit, we are laying the groundwork for a future-oriented strategy.
It is essential to communicate this strategy, but anchoring the new attitude in the entire international workforce is the key to success.
IMPLEMENTATION
NEW BRAND POSITIONING
The international marketing team conducted a status quo and potential analysis with the involvement of all key stakeholders. Based on the newly created personas for all key customer groups, the ‘paint manufacturer’ became a solution provider that creates living spaces through the powerful and intelligent treatment of surfaces.
INTERNAL IMPLEMENTATION
Using a ‘workshop’ concept, specialists and managers were invited to develop their interpretation of the new brand positioning and to ask their employees to experience the new brand in their own way. Regular communication, giveaways and competitions lead to strong identification with the new Caparol internationally. Tools and processes such as employee surveys and brand tracking are being addressed and are regaining power in terms of reputation.
NEW BRAND IMAGE
The CI, based on the brand positioning, transforms the tired leader into an optimistic partner on equal terms. Gradually, communication and sales measures, from buckets to loyalty programmes, are being adapted to the new core. An international campaign centred around a ‘music video’ breaks with industry conventions and conveys pride where it is urgently needed: among professionals.
