KWS – Living a strong brand value worldwide

Consumer Goods & Lifestyle


The globally growing KWS SAAT SE wanted to realign the brand with changes in the Executive Board.


K’UP reformed the brand value based on an extensive competitive analysis and clear target customer profiles. The positioning "Make yourself grow." targets the company culture, which is characterized by entrepreneurial spirit. K’UP developed a global internal branding concept and introduced a fixed process triad in operational B2B marketing. The successfully optimized brand differentiation was followed by international naming and campaign strategies. Since then, KWS has increased net sales by 38 percent, net income by 66 percent and its share price by 80 percent. As a result, K’UP was entrusted with the development of customer journeys, marketing standards and training, detailed customer (B2B) and candidate (HR) segmentation, as well as strategy development on an international product group as well as joint venture level.

Make yourself grow

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