Creating a modern brand in the Danube basin that people want to work for. A brand that gives a commitment to long-term and sustainable business, with an eye on the future of the V4 countries. The new positioning, brand idea and claim will be a confident expression of ambition.
CRH changes to Danucem
Rebranding of one of the largest producers of building materials in Central Europe
Client's task
The question and the task we faced was complex. How to rebrand one of the most famous brands in the world, CRH, which is known by everyone in the B2B business, to an unknown local brand operating in V4?
Generations Solution
Based on the Brand Feasibility Study, we identified the values and unique positioning for the new DANUCEM brand, which translated into the customs: BUILDING LEGACY. We were looking for a positioning that would anchor the brand in its business and also have a different meaning. “Building” and “Legacy” can only be left by a truly ambitious brand that is or wants to be a long-term market leader. It wants to behave responsibly, sustainably and do business in the region for the long term.
This is how the unique “Building Legacy” connection was created, which also works in employer branding to motivate existing employees, but also in recruitment.
“Come work with us and build a legacy…” For the new brand we prepared the entire rebranding process, its new communication style, creative and design solutions for packaging and other corporate media.
