Case Kramp: 'Whatever it takes to keep you going'

Brand positioning for Kramp in which both dealers and end users are taken as the starting point

Kramp, Europe's largest supplier of parts, services and total solutions for the agricultural sector, asked for a 'Recalibration' of the corporate brand by coming up with an energetic, forward-looking positioning.

From brand positioning to communication concept

On the one hand, the positioning had to build on the current Kramp DNA. On the other hand, from both the perspective of the end user and the highly valued dealer network, strengthen brand loyalty. In addition, the request was to translate this new brand positioning into a communication concept that can be used as a reference point for elaboration into specific resources by the 'in-house' marketing & design team.

Hitting the right chord

In collaboration with the Kramp team, we developed a new positioning that emphasizes Kramp's dedication to both dealers and end users: 'Whatever it takes to keep you going'. The harvest, the livestock, the crops cannot wait because, for example, the farmer has a broken tractor belt. Kramp understands this like no other and ensures continuity that can be relied on. That is why the dealer network is essential: the end user can immediately get one of the 1000s of parts there. With the best Twitch. It's that easy!


 

Published on
1 July 2017

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Author
gijsbertcroes

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