merck group @ transform conference europe
TRANSCRIPT
VIBRANT REBIRTHThe Rebranding of Merck
Katrin MenneSenior Manager Brand Communication
Merck in September 2015
And one month later
why did we change so radically?
1.The company has changed fundamentally
From a mid-sized German chemicals and pharma company to a global technology player
Major portfolio changes – acquisition volume of € 31bn
Internationalisation
New global leadership organisation
2.We had been awash in an unemotional sea of sameness
Competitor 1 Competitor 2 Competitor 3
Competitor 4 Competitor 5
3.Diverging business cultures diluted a shared Merck identity
Spirit ofMerck
DarmstadtRest of Germany
Asia USAEurope
Source: Discovery Sessions Germany, USA, China and South Korea; conducted by FutureBrand in 2014
Regions
Businesses
4.We needed to connect with our businesses in the U.S. and Canada
Our targets
1Shift perception from traditional pharma and chemicals to emotionalised science and technology
2 Differentiate ourselves in the market
3 Unite the company and drive cultural change
4Use brand identity as a strategic tool to deal with the unique naming situation in North America
VIBRANT SCIENCE & TECHNOLOGY
Inspiration for our brand expression
Learnings
Branding follows
Strategy
It’s culture, not colours
Be open to be challenged
Prepare your
people
THANK YOUSTAY VIBRANT