Pan European brand positioning for IPP

The search for the new Pan European brand positioning required a balancing act of keeping the best of both worlds.  First of all, the company needed a tightly defined positioning that is relevant, consistently executed and easily recognized by customers across Europe.  Secondly the company wanted to preserve its unique way of working in close proximity to customers, in each of its countries where local management enjoyed significant freedom and empowerment to operate effectively.

We often observe that companies working on brand communication use an inside-out approach. Meaning that positioning is based on product or organizational features, instead of benefits for the customer. For the 2% of companies that are really purpose driven, this way might lead to an authentic and successful brand position. We prefer to challenge our clients to translate product and organizational features into functional and emotional benefits for their customers.

Our joint exercise resulted in an overview of all possible customer benefits related to the pallet pooling business. The next step was to identify the benefits that were relevant to customers, not well served by competitors and aligned with the capabilities of IPP.