Werner Brandl

BACKGROUND

Introduce your business and what you do there.

I had responsibility for the project on the Executive Board of the client company, one of Europe's leading B2B platforms. Our platform and integrated marketplace connects B2B and public sector buyers with suppliers, enabling efficient, sustainable sourcing and purchasing across Europe.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Werner Brandl?

We needed help for a most critical step in our rebranding process, specifically the name creation. The stakes were high, we went all-in to rename our platform business across all our European operations to the new name.

SOLUTION

What was the scope of their involvement?

Werner Brandl helped us create that new name for our B2B platform. The goal was to establish that new name as a sub-brand and later transform it into our new top-level company brand. Werner Brandl guided us through the entire name creation process, focusing on ideation, evaluation, and the final decision of the future name for our established 600-employee company.

What is the team composition?

We worked directly with Werner Brandl on that project.

How did you come to work with Werner Brandl?

We chose Werner Brandl because they were a great culture fit, and their company values aligned perfectly with ours.

What is the status of this engagement?

We worked together in January 2016.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

After deciding on the new sub-brand name, it proved so magnetic and powerful to internal and external stakeholders that we went for the full company rebranding. Now, we're repositioned as the leading European B2B platform.

We went all in on placing our bets on Werner Brandl's creative consulting, and we won big. Our metrics went up, but brand awareness saw the most significant improvement. We also noticed improved recognition in the industry. It's a rare art among pure-internet B2B businesses to create a brand with a deep identity and authentic emotional quality, where the brand directly reflects the company values. With the new brand that Werner Brandl helped us create, we hit the jackpot. Every employee identifies with it; the URL even reads like a manifesto itself. That was an immensely powerful decision that shaped the future of our company.

How did Werner Brandl perform from a project management standpoint?

We mainly communicated in person.

What did you find most impressive about them?

Their guidance throughout the ideation process was extremely valuable. They delivered an inclusive process and an extremely nuanced selection of top candidate name options. Werner Brandl guided us in selecting the most powerful candidate. Name creation is a fundamentally creative process. The more creative it is, the less structured it is. You need extreme sensitivity, experience, and intuition to generate a naming solution that can later unfold true power and guide top management to such a critical decision. Werner Brandl guided our whole company through all levels, including me as the responsible person from the executive board, to a new brand name that fit our company like a hand-tailored suit.

Overall, Werner Brandl synthesized deep creation at work with executive-level capability to manage us as a client and board.

Are there any areas they could improve?

No, Werner Brandl plays in a league of their own.