3rd Euroheat

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3rd Euroheat Power Marketing Seminar Paris, 2-3
March 2006 Merging Brands Inge M.
Elnegaard Market Communications LOGSTOR A/S
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We document the difference
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Merging brandsPresentation

• The announcement
• The process of creating a new brand and identity
• The result The Design Manual
• Implementation in the organisation
• Checklist A successful merger of two well known
  brands

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Announcement24th May 2005

• What we had
• The company name LOGSTOR
• The location of the headquarter Løgstør, Denmark
• The new logo

• Incontrovertible
• Colours Blue and red
• The red dot

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The process of creating a new brandAlternative
logo

• New logo colour symbolisation
• Darker blue Quality, professionalism, trust,
  reliability,
• The red dot Progressiveness humanity ENERGY!

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The process of creating a new brandThe basic
values

• How to substantiate support the LOGSTOR logo?
• Choose the one from the other?
• Make a compromise?
• Establish a new set of brand values

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The process of creating a new brand The LOGSTOR
values

• Company values
• Signals we want to send
• Perception with customers

• Competencies and know-how
• Experience
• Quality
• Reliability
• Trustworthiness
• Responsibility

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The process visual graphic identity Graphic
solution

• The red dot symbolises
• Energy
• Focus
• The new colour of the end caps

• The rings symbolise
• The pipes of various diameters

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The Design Manual
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The Design Manual
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The Design Manual
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The Design Manual
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The Design Manual
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The processImplementation in the organisation

• Corporate Market Communications
• Communication platform

• Sales Units
• Communication plan 2006, 2007
• Assistance from corporate Market Communications

• Distributors
• Templates available
• Assistance from corporate Market Communications

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ChecklistSuccessful merger of two brands

• Ensure continuity and consistency in
  communications

• Ensure commitment at all levels of the
  organisation

• Set up operational graphic identity and guidelines

• Set up a new platform for the new identity

Be aware Building a brand takes Time and money!

• Identify a new set of company values

• Involve external consultants whenever required

• Involve the Communications / Marketing Departments

• Clear vision for the merger

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We document the difference