Background

Heraeus Nexensos is a division of the German technology group Heraeus.
The company was founded in Hanau in 1851 and is one of the largest family-owned companies in Germany in terms of turnover. Out Nexensos is one of the world's market and technology leaders for high-precision temperature sensor technology and is an expert in the manufacture of platinum temperature sensors and heaters. Heraeus Nexensos is headquartered in Kleinostheim, Germany, and has subsidiaries in the USA, China, Taiwan, Japan, Korea and Malaysia.

> Heraeus Nexensos

Task

Accompanying the development of a differentiating and market-strengthening positioning for Heraeus Nexensos. With corresponding messages for the central target groups in an international, participative process. The goal: concise and uniform messages with which each employee can present Heraeus Nexensos in a short, customer-relevant value proposition.

Solution

In the interest of confidentiality, we would like to and can only outline the general procedure here: As part of a purely digital workshop series, the core team developed a new brand positioning for Heraeus Nexensos with ebene c in 6 modules with clear messages on Purpose, Positioning, Offer and Reason Why.

Modul 1:

Joint definition of the process with the aim of working together in a lean and at the same time participatory way, including the procedure for project reporting to the management and stakeholders.

Modul 2:

Kick-off with management and core team to analyse and define strategic and communication goals.

Modul 3:

Consolidation of the previous results and findings from the workshop with the help of the ebene c brand model.

Modul 4:

In a make-it-better process, ebene c conducted 15 expert interviews with representatives from all relevant markets, i.e. Europe, USA, China, Japan and Korea. Here, the results of the brand model were presented, supplemented from the respective market perspective and jointly sharpened.

Modul 5:

Positioning workshop with management and core team. Presentation and discussion of the key learnings on brand and communication from the workshops. Presentation of the brand model developed with the experts and joint sharpening of content and messages.

Modul 6:

Support and accompany the core team in the development of a strategic decision paper for the management.