Kunde & Co makes Kieser Training a strong brand

5000 customers, 500 former customers, employees, business partners, doctors, physiotherapists and 2000 non-customers were surveyed. "We wanted to take a self-critical look at our positioning, the image of the brand, our marketing concept and our corporate identity," explains Patrik Meier, Chief Branding Officer of Kieser Training.

In addition to the advertising style, the core of the brand, the internal culture and the behavior towards the customers were also reviewed. The evaluation showed that the offer had a lot of potential, but that the image of Kieser Training was rather "training for old and sick people". The customers are convinced of the offer, but the image must be changed among those who do not yet train with Kieser, says Patrik Meier.

The core task of the image adjustment was therefore to visually modernize the brand while bringing out the proven offering, according to Henrik Kattrup, Managing Partner at Kunde & Co: "The quintessence is: 'Strong body. Strong attitude.' From that, we derived the new tagline: 'Yes to a strong body.'"

Particular attention was paid to ensuring that the employees supported the concept. For this reason, the new marketing concept was presented to a large part of the Kieser Training workforce at an internal kick-off in Cologne's Musical Dome in September 2013. The roll-out of the new image started on December 27, 2013.

Kunde & Co also created an ordering system for advertising elements for the 140 Kieser Training studios in the umbrella region. With the new print-on-demand system, the studios can make their own adjustments to the predefined advertising elements.