DKSH Study

Defining a New Category and Positioning

The Challenge

Following a merger, DKSH, a Swiss distribution services provider, realized its brand presence did not match its business success. The company needed to develop a corporate brand strategy and create a focused plan for serving suppliers, customers, and consumers.

Our Solution

Extensive research, including in-depth interviews conducted across 13 geographies, uncovered inconsistencies in the way the brand is perceived internally and externally. The research indicated the brand was not as strong or well-known as believed internally, and people found the breadth and depth of company offerings intimidating. Prophet recommended shifting to a single, global brand strategy, which included phasing out individual legacy company names, developing a company-wide strategy and vision, and developing and implementing a brand identity and positioning focused on suppliers and customers.

There was also a strong push from the executive team to incorporate the brand and new identity throughout the organization. A new corporate design was launched as well as a Brand Portal — a central location for all branding issues worldwide. An additional internal initiative includes the appointment of “Brand Champions” within each country and region.

Results

The work helped formulate a clear growth-oriented plan for the future. Strong messaging was developed to help enhance its reputation with media and analysts. Now a category leader, DKSH is enjoying greater access to capital markets. DKSH is evolving its organizational structure to better serve its customers/deliver on its brand promise.