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Cross-channel marketing

We help you put brand and strategy before technology and gimmicks

Strategy first

In a world where new communication channels and digital opportunities grow by the minute and consumers take more ownership of your brand, staying in charge and making sure your brand story is integrated across channels has never been more important.

At Kunde & Co, it has always been our philosophy that strategy is the foundation of all effective marketing communications – and that communication should never be decided by the media channels available or the latest hype. We believe that getting the strategy right always comes first.

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Arla Foods

From global company to a global brand

Arla Foods is one of the world’s largest dairy companies, exporting to more than 100 countries. To also become the world’s strongest dairy brand, the company set out to concentrate its global organisation and marketing around a common identity and value position. Kunde & Co developed a new CVI and brand platform.

Arla Foods

From global company to a global brand

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DONG Energy

One strong vision spread across media platforms

In 2007, DONG Energy embarked on an extensive strategic project to reposition the company in accordance with the new energy agenda. The outcome was the long-term objective to supply reliable energy without producing CO2 emissions.

DONG Energy

One strong vision spread across media platforms

Marketing integration

We help our customers cut through complexity in a marketing landscape that is becoming increasingly multifaceted by helping them build the right strategy for their brand.

We ask ourselves what is it we want to accomplish? And how do we get there in a way that optimises resources and connects the brand to its customers? The answer is always to strengthen the market position and business performance, rather than hunting vanity metrics.

Concept development

Good concept development comes from a controlled and structured approach. Through our proprietary testing process, we test concepts qualitatively and quantitatively – making sure the concept is right and relevant for the most valuable target group.

Our concept development process has helped us develop everything from new corporate and campaign concepts to new product concepts.

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Bosch Rexroth

The Hidden Beast

The communication concept ‘The Hidden Beast’ was rolled out internally and externally through launches, exhibitions, films, Facebook, LinkedIn and brochures. This resulted in a 318% increase in ‘monthly mentions’, more than 25,000 impressions on Twitter and positive feedback on sales.

Bosch Rexroth

The Hidden Beast

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Sidel

Repositioning through thought leadership

Kunde & Co assisted Sidel in developing a concept that strengthens the company's position as a complete line provider. The campaign has been implemented in print, blog posts, website, films and social media. To date, it has generated more than 17,500 website visits, had an engagement rate seven times higher than the industry average and generated more than 230 leads in the campaign period.

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Sidel

Repositioning through thought leadership

Brand strategy and positioning

Controlling a single brand in the media landscape can be demanding, especially when working with more extensive brand systems and portfolios.

We help companies define the core brand strategy and framework to control their portfolio of brands and products in an optimal way. From developing a core brand story and position, to a clear portfolio strategy across multiple brands, we have the experience to strengthen your business.

Marketing and media planning

Media planning is very often seen as an isolated task that can be detached from the overall strategy and controlled by media agencies.

We have established our own in-house media department that enables us to develop a media strategy linked to the marketing strategy. In this way, we develop a strong unbiased, integrated strategy and implementation plan that covers the target group and optimises resources to meet communication goals.

 

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Michael Jensen

Associate Partner
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Product positioning & launches