A united brand and impactful story everyone can believe in
Bucher Municipal wanted to unify its numerous sub-brands and product-brands into a single global brand. In collaboration with Bucher Municipal, we conducted 40+ interviews and a large online survey to get deep insights for a new communications concept. We helped implement the concept, “Driven by better”, and refreshed the visual identity across many communication and brand elements.
How it began
One company.
One brand.
To tell a clear story about a range of proven, reliable, and innovative cleaning and clearing solutions across its many brands, Bucher Municipal saw the need to consolidate its business and build one strong brand. In an otherwise fragmented global market, the task was to merge more than 15 sub- and product brands into a consolidated brand structure and develop a unique global brand story, value proposition, and communication framework.
Developing the solution
A brand story based on solid insights
We aimed to reposition Bucher from selling products to selling solutions and services. This meant telling a clear story about Bucher Municipal’s range of proven, reliable, and innovative cleaning and clearing solutions across its many brands.
To ensure the new communication framework captured a strong story with a clear and unified brand vision firmly anchored across 18 production sites, 180 service centres and 2,300 employees, we undertook a thorough test. After conducting 40+ interviews and an online survey with 1,000+ respondents from 16 markets, we helped Bucher gain in-depth insights on brand awareness, trends, values, positioning directions, brand statements and buying criteria.
– Jussi Iltanen, Chief Marketing Officer, Bucher Municipal
The outcome
An integrated communications platform across every touchpoint
Alongside a new refreshed corporate visual identity, “Driven by better” became the new, engaging concept. The story was implemented across multiple brand touchpoints, communication platforms, and brand collaterals, including new labels for vehicles. A new corporate website gathered all the brands under one domain and for internal anchoring, we developed a number of elements to introduce the new story effectively within the organisation
The “Driven by better” communications concept will continue to help Bucher Municipal communicate its aspirations within sustainability and electrification, while emphasising its drive for strong quality, reliability and consistent innovation to create cleaner cities and infrastructures.
About Bucher
Bucher Municipal, based in Zürich, stands as a leading supplier of solutions for cleaning and clearing operations in urban environments, roads, and traffic areas. It employs 2,300 individuals across 18 production sites and more than 180 customer service centres.
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