Achieving a top-end position in the commercial van market demands a tangible value to justify the price premium. Mercedes-Benz Commercial Vans was looking for this inherent value through a repositioning of its brand.
WhyVentures set up a brand core based on the corporate strategy and on the B2B customer needs. Including audience definition, strategic positioning and medium-term action plan for all customer touch points.
Development plan - brand positioning - brand core - CX - steering - audience development - touchpoint operationalization - internal communication - customer research
