Our initial challenge with Linde was at the start of the financial crisis in 2008. Perceived as being the expensive market leader the business was concerned that the recession would have a significant impact on sales.
Historically the business was driven by its sales function and brand was lead by the product. We identified the opportunity to build more in to the proposition and for the brand to become more customer centric. We worked with the senior management to “flip the focus” of the brand and develop a service proposition focused on servicing the specific needs of each customer. The brand message ‘Other people do material handling. We do handling your needs’ became a mantra for the business and inspired a new operational direction across all functions.
We have since worked with Linde to develop a range of business critical initiatives, marketing communication campaigns and customer engagement strategies.