Credit: Kongsberg Group
Developing a new digital brand to conquer a new niche
In a global race to be at the forefront of the next industrial revolution, KONGSBERG Group launched their digital division Kongsberg Digital. Kongsberg Digital provides next-generation software and digital solutions to customers within maritime, oil and gas, renewables, and utilities. The high-tech platform Kognifai was launched, and needed it’s own brand strategy and positioning.

Kongsberg Group ASA is a leading global corporation headquartered in Norway, that deliver high-technological systems and solutions to customers within in maritime, oil and gas, renewables, utilities industries. The group consist of three business areas: Kongsberg Maritime, Kongsberg Defence & Aerospace, and Kongsberg Digital.   

  • Global brand audit
  • Kognifai brand strategy
  • Positioning
  • Brand portfolio
  • Customer journey
  • Communication strategy
  • Brand experiences
  • Go-to-market
  • Marketing tactics

A high-tech ecosystem

When the high-tech platform Kognifai came to life, 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.

Wanna know more about this project? Reach out to

Robert Leinders-Krog

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