Luvata Positioning Strategy & Brand Identity

When Nordic Capital acquired the Outokumpu Copper Products division, they had one year to develop and establish a new identity before losing the right to use the “Outokumpu” brand. Furthermore, the division consisted of many business units, some of which were operating with different brands. The challenge was to find out what united these business units and how to best launch them as a united global company while retaining the brand equity built up over the years. We developed a range of positioning scenarios and tested them across their value chain. The correct positioning strategy quickly became clear and was proven to be relevant to all businesses and geographies. The positioning strategy and business strategy were tightly integrated, focusing on building more comprehensive partnerships with large customers in selected segments. In preparation for the launch, we created the new brand identity as well as pre- and post- launch communications including a new website and corporate brochure. Following the launch, we aligned marketing across the business units, created a wide range of campaign materials, and helped develop the culture that would deliver the strategy.