Develop a corporate campaign that's integrated whilst allowing autonomy for different business areas

Market Situation / Problem
Bosch is organised in independent business operations.  This results in a heterogeneous brand appearance. The client knew about the strength of the brand in specific target groups but was not aware which impact the heterogenous brand appearance had on the brand. Moreover, Bosch was looking for potential synergies from stronger integration within the brand and it‘s communication.

Our Approach / The Solution
The challenge for Bosch was to better use synergies from the communication of the different business areas for the umbrella brand. We did pre-testings in key countries with focus on evaluating numerous alternatives for campaigns, logo and brand promise. In search for the alternative with the highest positive brand impact within all relevant target groups (BRAND PLUS).

Result
A common brand claim and a new logo were developed. Both elements are used globally and consistently and live up to the expectations of a global market leader.