Danish energy trading house Danske Commodities has experienced unprecedented growth since its foundation in 2004, but found itself lacking a clear market profile after undergoing management changes, while tackling increasing competition in its core markets. Danske Commodities turned to Kunde & Co for a solid brand platform and positioning strategy for future growth.
Leading Danish energy trading house repositions in a fast-changing energy market
Facing increasing competition in the European energy markets, Danske Commodities established a stronger market position with help from Kunde & Co, who provided DC with a new brand platform and visual identity - conceptualising their corporate strategy.
Based on interviews with both internal and external key stakeholders - employees, TSOs, banks, counterparties and customers - Kunde & Co determined key brand characteristics, forming a foundation for the brand position. A competitive analysis of major European market competitors enabled us to identify the differentiation level of the key brand characteristics.
To quantify the results of the competitor analysis, Kunde & Co conducted a digital audit of competitors through both semantic and keyword performance analyses across key European markets. Results showed the market was full of competitors with poor digital presence - they addressed neither industry-dominating themes nor specific agendas. This provided an opportunity for Danske Commodities to position and differentiate itself by focusing on flexibility, agility and time to market.
Acknowledgement of its "market challenger" role, and deeply-rooted energy trading expertise, gave Danske Commodities a natural edge over more traditional utility firms and competitors - leading to development of the new communication concept, "Challenge. Compete. Repeat."
- Positioning strategy and brand platform
- Communications concept
- Corporate Visual Identity
- Annual Report
- Corporate website
- Corporate Brochure