Reinforcing progress globally through B2B branding.
Headquartered in Munich, DSI Underground is the world’s leading supplier of ground support products, systems and solutions for underground mining and tunnelling. As digitalisation, IoT-enabled mining and sustainability reshape this traditional sector, DSI Underground needed to refresh its global brand positioning to build awareness and drive sales across international markets.
Our society is built on the ground beneath our feet. It’s only through mining and tunnelling that we can extract the materials vital to modern life. But in an age of digital transformation, how could DSI Underground extract this truth and reinvent its smart consumables as a way of generating value in a changing world?
As the fabric of our society fundamentally shifts, we saw a clear opportunity to put DSI Underground at the very core of human progress through a compelling brand narrative and value proposition.
The thinking.
Starting with deep market research, insight and analysis into DSI Underground’s global business, brand and market, we examined the ways in which their team enhances value in underground operations – and its role in moving our world forward, both physically and societally. This informed a clear brand strategy and became our new brand proposition: Reinforcing Progress. A brand expression that’s perfectly aligned with both the key strengths of DSI Underground and with the seismic changes shaping the industry. Reinforcing Progress means taking all of this into account and driving forward into a better future.
The execution.
With our proposition, vision and mission in hand, we created a whole new global brand to reposition DSI Underground, amplified by ongoing international B2B marketing activity across social media, PR and content marketing channels. Using our bilateral agency infrastructure, led by our Accelerator strategic consultancy, we reached across channels, media and territories to anchor the brand and enable it to thrive in a digitalised, connected and future-focused world. And, above all, we created a strong, smart platform for future growth and leadership; uncovering a value-rich space in the market, and positioning DSI Underground as the new face of human progress – above the ground and below it.
The story continues…
Right from the very beginning, we have worked side by side with DSI Underground’s C-suite in Munich, gaining a deep insight into their long-term objectives. As a result, we’ve been able to align our digital marketing strategies and recommendations with their business and marketing plans, literally helping them reinforce progress towards their goals. By identifying and articulating their unique proposition, and by reinvigorating their brand identity, we’ve undoubtedly made a significant contribution to their growth, financial performance and – ultimately – their sale to Sandvik.
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