Defining and positioning a new brand.

Defining the new brand

In a global race to be at the forefront of the next industrial revolution, KONGSBERG Group launched their digital division, Kongsberg Digital. Kongsberg Digital is a provider of next-generation software and digital solutions to customers within maritime, oil and gas, renewables, and utilities.

High-tech ecosystem

The high-tech platform Kognifai came to life, and The Brand Project was tasked to strategically develop the brand and position it for scaling and international leadership. Industrial digitalization is the number one priority for many large corporations, and with Kognifai being a relatively “late” launch, it required clear positioning and a carefully developed brand strategy.

When Kognifai was developed and launched it also became clear that many of Kongsberg Digital products and solutions would be affected. Upgrades, integrations, and new partnerships were imminent and Kongsberg Digital needed to make sure they were prepared for all the different scenarios leading to success. The project required in-depth intelligence, strategic branding and positioning, architecture development, and solid implementation tactics.

Positioning a new brand

After analyzing the strategic landscape a new brand strategy and core narratives for Kognifai were developed. To further strengthen this strategy, the digital customer journey and a simplified brand architecture were carefully mapped out and implemented. Along with the associated messaging and naming, Kognifai was tailored to the different touch-points of various target groups.

The brand strategy was presented to all employees and sequentially implemented globally. In cooperation with The Brand Project, tactical and strategic activities were developed to secure the successful execution of the new strategy.

Continuing to build on the brand strategy and architecture, their competitive and differentiating edge would be anchored in their highly anticipated digital twin project. After a series of collaborative sessions, the concept was successfully launched and has taken a leading position in the market.

Interesting in learning more about this brand project? Have a chat with the specialist in charge of this project, Robert Leinders-Krog.

Read other cases