Defining global brand tonality through contemporary luxury

Kleinundplaecking Mercedes-Benz


Repositioning and implementation of a global brand style of Mercedes-Benz, as well as strengthening of the global creative network.


Kleinundpläcking was asked to capture the Zeitgeist of modern luxury and translate it into a new, global brand style for Mercedes-Benz. We immediately established a brand lab in order to synchronize the work of six departments, 70 markets and their responsible agencies with the corporate brand strategy.

This resulted in defining the new global brand style “the personal best”, three communication target groups, and eight rules that – for the first time – guide all brand activities from 2D, 3D, digital to CRM and sales trainings. Subsequently, the brand lab was rolled out to the company intranet and Kleinundpläcking was assigned with developing the global brand roadmap, a marketing content strategy, as well as the strategic repositioning of the Mercedes-Benz motor sport marketing.

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