Susanne Allmendinger -Vogt
Brand and Communication Strategy Consulting
Experience
Brand strategy
Global Sustainability Investment Fonds
Brand strategy for a Europe based Investment Fonds for large-scale investors:
- Purpose inspired definition of company values, mission and impact targets
- Definition of USP and positioning based on SWOT analysis and competitor study
- Development of Brand Identity as briefing base for creative agency
- Naming definition
- Definition of selection criteria for portfolio companies and investors
Rebranding
Global Private Equity Investment company
Redefinition of the existing brand profile, anticipating a growing range of diverse portfolio companies:
- Overarching purpose and vision development, incl. longterm target and company values
- Definition of brand appearance (website and communication) and selection criteria for portfolio companies
University of St. Gallen, Institute for Economy and Environment
Case study on Sustainable Business Management with international professional MBA students
Brand strategy
Global Hospitality Group
360° greenfield brand strategy for a luxury hospitality business with multiple international locations, anticipating different cultures and characters:
- Purpose inspired vision development, incl. longterm target and company values
- Sustainability strategy
- Brand architecture and naming strategy, reflecting the overarching group level and international units
- Development of the Brand Identity and CI
- Definition of unique experiences along the Guest Journey
Brand strategy
Outdoor Fashion brand
Brand strategy optimisationof eco-friendly outdoor fashion brand:
- SWOT analysis to identify gaps and potentials
- Trend, market, competitor analysis to identify differentiation potentials
- Examination of promising innovation fields
- Analysis of positioning, appearance, communication and identification of optimisation fields
Brand relaunch
Dune Buggy brand
360° brand relaunch with the longterm goal to become an emotional, global premium lifestyle brand:
- Vision development incl. heritage, purpose, longterm target and company values
- Rebranding accross all customer touchpoints, incl. Brand Identity & CI and operationalisation for communication (website, social media), Customer Experience Center, POS, products and services
- CI Guideline development and steering of creative agency
- Customer segmentation, enabling a targeted marketing approach
- Long-, mid-, shortterm marketing plan with focus on social media, offline events and press, incl. influencer and partnering strategy
- Naming structure for products and new brand fields
- Definition of experiences along the Customer Journey
- Step by step plan for brand enlargement and internationalisation
CEO
BB&R Consulting
360° brand strategy consulting: Integration of Brand, Business and Responsibility in a profitable way
Head of global MINI Brand and Communication Strategy
BMW Group
Long-, mid-, and shortterm 360° strategy to ensure future orientation, consistency and growth of brand and business globally
Global MINI brand and communication strategy:
- Strategy development and target setting for central and global interfaces (markets, centers of competence) regarding brand vision, brand identity, CI, positioning, target group and communication
- Definition of the MINI innovation fields
- Continuous review and adaptation of brand, business and product/ innovation strategy based on research, trend and market analysis
- Character definition of product and service portfolio (substance and design)
- Definition of holistic digital and analogue customer experiences
Brand strategy MINI Electric:
- Definition of the Sub-brand profile and positioning, incl. CI, logo development and visual identity
- Communication strategy, aiming at making MINI Electric approachable, fun and easy to understand for the customer
- Definition of brand requirements for car design and services
Impact Ventures (Brand and Business Innovations)
BMW Group
Relaunch of the MINI brand: Vision 2025 and 360° brand strategy across product, sales, marketing and communication
Relaunch of the MINI brand:
- Creation of a multifunctional "freespace team" with direct board member reporting
- Vision and strategy across brand, product portfolio, services, sales, marketing and new business models to reconnect to the core target group, refine the brand profile, prepare future proof products and increase profitability
- Assessment of potential new brand fields: Real Estate, Startup Accelerator, Design Hub
- Implementation of new strategy in relevant CoCs and global roll out into markets, dealerships and interfaces
- Realisation of +35% brand value in the following five years (Interbrand)
MINI Sustainability strategy:
- Creation of a multifunctional team across all relevant business units, incl. international markets
- Competitor, market and trend research to identify the sweet spot for the MINI positioning
- Definition of the relevant sustainability fields and integration in the overall MINI brand strategy and specific processes
- Definition of the experience and substance level for the customer over time
- Definition of the required product and service features with the Design and Development departments
Corporate Strategy
BMW Group
BSC target definition and measurement for the MINI brand; specific market strategies
Start up of BMW ConnectedDrive
BMW Group
Teamlead of greenfield strategy and marketing of the business field "Connected Car" with telematics and online services
MINI Marketing Planning
BMW Group
Annual central marketing planning and global market steering
Product Management new MINI generation
BMW Group
Interieur strategy and innovations for the 2014 new MINI generation with focus on Man-Machine-Interface (MMI), Information/Communication/Entertainment (IKE), Driver Assistance services, Customer Experiences
Product line new MINI
BMW Group
Definition of overarching business and finance processes between Rover and BMW
Inhouse Consulting
BMW Group
Definition of a group wide target agreement process