Hidden amid the patents and the understatement of eastern Westphalia, there was treasure to be unearthed. The company can point to a long history of innovations, some of which have given rise to wholly new product categories. All employees are continually working on new ideas: new technologies, new designs and new solutions. STEINEL is a company of and for inventors.
We chose to highlight this aspect: STEINEL – the inventors’ company. This positioning is a critical step forward in establishing a basis for a contemporary business that operates as a platform, along the lines of a campus. The focus is no longer solely on products, but now encompasses evolving ideas and solutions.
The branding strategy was followed up with the development of a fresh corporate design, complete with new logo. At the same time, a new communication strategy heralded a U‑turn: out with conventional product promotion, in with personal stories and content. Leads became the currency behind a successful dialogue strategy focused on target groups.