Kefron, a document and information management company, consolidated all of it's brands and activities under one Masterbrand identity, value proposition and essence in 2010.
Since then, their marketplace developed rapidly with emerging strong competition and an increased emphasis on digital service delivery. Kefron developed also, investing and focusing on its digital capability. However as they did so, their original value proposition became clouded and as a result marketing became more tactical and fragmented.
In 2013 the management team commissioned a review, questioning whether the group essence value proposition and descriptor was still relevant to the evolving business. A full audit of Kefron and competitor activity demonstrated that all brands were positioned the same functional space, with little to differentiation between them.
A series of management workshops were held to identify the key drivers of value and differentiation and to more appropriately articulate what the company does. From this, an opportunity was identified to build differentiation, value and relevance connected to the group essence.
We partnered with Creative inc, to bring the new positioning and value proposition to life through
imagery and enriched value proposition narrative. Examples of this can be seen below.