Yellow strengthens Kestenholz for the future
Yellow developed various scenarios for Kestenholz and repositioned the brand. The agency is now supporting the company as it implements its new brand strategy.
The Kestenholz Group, headquartered in Pratteln, specializes in Mercedes-Benz and has quadrupled in size over the last twenty years. Most of the expansion has taken place in Germany, which has prompted the owner family to fundamentally rethink the meaning of the brand. An analysis carried out by Yellow showed that "Kestenholz" could make a significant contribution to differentiation, especially in highly competitive Germany. This was the starting point for the renewal of the brand.
Based on the company's origins and history, the Basel brand specialists worked with the owner family and management to sharpen the values and positioning and identify the differentiating features. In a second step, they revised the corporate identity and design.
The results are documented in a comprehensive brand manual, which serves as a guide for the marketing managers in the individual sales regions. The creative team also designed a compact brand booklet for employees, which serves as a guide to actively living the brand in their day-to-day work.
Yellow also sensitized the members of the management team as part of a brand camp, during which the new corporate movie also celebrated its premiere. Yellow's creative department is now overseeing the rollout of the new corporate design and providing ongoing support to the marketing teams in the development of communication measures that strengthen internal brand awareness and external brand perception.
Responsible at the Kestenholz Group Thomas Kestenholz (CEO), Jan Kriwanek (Marketing), Agency Yellow, Partner Corporate Movie Grunerfilms
