merck group @ transform conference europe
TRANSCRIPT
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VIBRANT REBIRTHThe Rebranding of Merck
Katrin MenneSenior Manager Brand Communication
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Merck in September 2015
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And one month later
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why did we change so radically?
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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
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2.We had been awash in an unemotional sea of sameness
Competitor 1 Competitor 2 Competitor 3
Competitor 4 Competitor 5
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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
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4.We needed to connect with our businesses in the U.S. and Canada
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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
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VIBRANT SCIENCE & TECHNOLOGY
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Inspiration for our brand expression
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Learnings
Branding follows
Strategy
It’s culture, not colours
Be open to be challenged
Prepare your
people
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THANK YOUSTAY VIBRANT
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