Consolidation and brand strategy for a global consumer goods group

The client commissioned DI Experts to redefine the company's positioning and develop a harmonized brand strategy in order to unite all individual brands under a common umbrella brand and align digital brand communication in the future.

A globally active consumer goods company was faced with the challenge of positioning several independent brands together under a new umbrella brand. At the same time, the digital brand strategy had to be adapted to the new direction and anchored within the company.

DI Experts first developed the requirements profile for a newly created leadership role in Brand & Marketing and positioned it within the organization. DI Experts then led the project to develop and introduce a consolidated corporate and brand positioning, supported the implementation of the new umbrella brand and defined an internal marketing organization with clear responsibilities. At the same time, targets for the digital transformation were derived and a process for selecting and integrating relevant partner networks was set up.

The new corporate positioning and brand strategy were successfully introduced and now unite all individual brands under the overarching umbrella brand. Clearly defined roles and responsibilities were created and digital brand management was strengthened in the long term.