Like many companies, Bench values its brand immensely – but fails to use it effectively in making operational decisions. We worked with Bench to identify the success factors for the brand, and translated them into management principles and company processes. In addition to a stronger positioning and an inspiring brand idea, we developed processes that would turn the brand into a decision-making asset in everyday operations. Strategic measures included the combination of collection development and retail, as well as the development of a competitive, on-brand distribution strategy.

 

Involved areas of expertise

Services

  • Brand identity

Client

Bench

Industry

Sport, Luxury & lifestyle

Project

Positioning and implementation

Year

2010-2012

Close details

Bench

Brand identity workshop

Bench is a global fashion brand based in Great Britain. The “Employees, Organization and management Culture” workshop showed participants how to implement and realize the company’s new brand identity in an effective, sustainable way.

Close details KMS COACHING

Related projects

Bauwerk Capital

Brand positioning and identity

KMS TEAM defined a unique brand positioning for the Munich-based provider of exclusive, sustainable residential real estate in a market devoid of transparency. The focus is on corporate strengths such as service quality, exclusivity and a close relationship to the customer.

Close details KMS STRATEGY

Canyon Bicycles

Strategic positioning and brand management

Canyon Bicycles develops high-quality sport bicycles and sells them to customers exclusively through the internet. Since 2006, the company benefits from a brand identity and strategy that accelerates decision-making as well as product and service innovations.

Close details

Porsche Design

Brand positioning and identity

Porsche Design, Porsche’s luxury and lifestyle brand, aligns all of its activities with the sport car manufacturer’s high standards for exclusive, outstanding and technically superior design. The result is a thrilling, distinctive positioning designed to ensure the long-term success of the brand.

Close details KMS STRATEGY

Schneider Schreibgeräte

Identity, mindset and strategic brand management

Since 2009, we have worked with the long-established German company Schneider, renowned manufacturer of writing tools, to develop strategic brand management processes that will continuously increase the value of the brand while tapping into new markets and customer groups.

Close details KMS STRATEGY

Sport 2000

Brand identity and portfolio strategy

The SPORT 2000 buying group consists of over 3,000 retailers in 25 countries, each with different demands on the brand. A shared identity is the foundation for successful brand development and market cultivation in competition with franchise companies as well as new types of commerce.

Close details KMS STRATEGY

SRAM

Brand strategies and statements for SRAM Urban

The cycling components manufacturer lays the strategic foundations to expand its strong market position into the urban mobility segment.

Close details KMS STRATEGY

ThyssenKrupp

Brand positioning and portfolio

ThyssenKrupp’s introduced a comprehensive new group strategy in 2010 which necessitated a simultaneous enhancement of the brand profile. Focusing on the umbrella brand allows this diversified industrial group to communicate its many activities in ways that are relevant to their specific target audiences worldwide.

Close details KMS STRATEGY

Warendorf Küchen

Brand positioning and identity

Warendorf Küchen was established as a new brand to replace »Miele die Küche« in the market. The aim was to create a new, relevant market position in the competitive market for premium kitchens and set this brand apart from the rest with an authentic brand idea.

Close details