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Business to business

Understand how and where to compete in a complex world

A new paradigm

In most business-to-business industries, digital channels play an increasingly important role in the purchasing process. Additionally, the number of stakeholders involved in purchasing decisions is growing, sales cycles are becoming longer, and markets and customers more global.

For business-to-business companies, this means strong brand positioning and thorough segmentation and digitalisation of the marketing mix is crucial. As most business-to-business companies operate internationally, controlling the brand and orchestrating campaigns across borders remain core challenges.

At Kunde & Co, we offer more than 25 years’ experience in business-to-business marketing with our expertise spanning creative, digital and strategic work. We help some of the biggest players in Europe define and execute global marketing strategies based on their brand positioning and target groups.

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Danfoss

New international brand position

Kunde & Co has helped Danfoss develop a coherent, consistent and strong position and history that helps form the foundation for Danfoss’ global growth strategy. After more than a year of development, Danfoss launches its new brand platform, ENGINEERING TOMORROW, on a global scale.

Read more about the case

Danfoss

New international brand position

Global brand positioning

Corporate positioning and repositioning projects are Kunde & Co's core competencies. We help B2B companies harmonise their value positions. Through our unique approach and methodology, we have successfully helped B2B companies around the world identify the element that holds their position in place - across borders and target groups.  

Corporate positioning & brand systems

International concepts and campaigns

Based on a client’s brand position, we develop concepts and communication platforms that work internationally. Utilising customer insights and industry understanding, we help B2B companies position and conceptualise products and services.

In addition, we develop processes and systems that ensure  concepts can be implemented locally in a cost-efficient manner.

International brand alignment
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DNV GL

An integrated communication platform for DNV GL

After several mergers and acquisitions, DNV GL needed to project one strong story internally and externally. Kunde & Co helped develop and launch a unique communication concept that clearly defined the new organisation’s position globally.

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DNV GL

An integrated communication platform for DNV GL

Marketing strategy

We help international B2B companies identify the strategic marketing challenges they must overcome to strengthen their market position.We develop marketing strategies and advise our clients on customer segmentation, marketing mix, value propositions, marketing efficiency and marketing planning.

Marketing strategy

Sales and marketing integration

We often find a misalignment between the priorities of a company’s sales force and those of its marketing department.

We help bridge this gap. Kunde & Co has extensive experience in uncovering customer insights, developing sales tools, presentations, as well as lead nurturing. We use this experience to help align sales and marketing around the customer journey and brand position.  

Integrated marketing
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Zurich Life Insurance

A smart sales presentation tool makes complex selling simple

Kunde & Co assisted Zurich in introducing a new product that enables a simpler and more efficient way to manage risk protection for employees around the world. The developed smart sales tools empower the high-level sales force to present the new innovation in a smart way and secure a consistent brand communication. The tool integrates animation videos, hotspots, relevant files and interactive calculators to better sell the product.

Zurich Life Insurance

A smart sales presentation tool makes complex selling simple

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Grundfos

Grundfos takes a place in the energy debate

Grundfos has been clearly positioned as an active and visible player in the energy debate. The development of ‘Meet the Energy Challenge NOW’, was a communication platform aimed at a broad array of often-overlooked stakeholders, such as technicians, politicians and corporate social responsibility personnel.

Grundfos

Grundfos takes a place in the energy debate

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Want to know more?

Mikkel Bach-Andersen

Partner
Read more

To find out more about what Kunde & Co can do for you and your company, please contact us


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