For lighting giant Fagerhult Group, we created a hybrid brand strategy, building out their entire brand architecture, mission, vision, values and proposition.
Fagerhult Group is a global manufacturer of professional lighting products and solutions headquartered in Sweden, with 4,000 employees worldwide across 30 markets. Their portfolio has grown significantly through acquisition and consists of 12 brands providing solutions for urban, office, municipal, healthcare and retail.
Our Role
We were asked to drive marketing effectiveness by identifying and defining a brand for the Fagerhult Group that supported all its product companies while not competing with the individual brands. The group brand was required to drive acquisitions as well as organic growth for each of the product brands. We created a hybrid brand strategy and built out their entire brand architecture, mission, vision, values and proposition to provide focus and alignment across the business.
The Impact
United a geographically disparate management team through a single, powerful brand that created the foundations for a sustainable, circular future business strategy, moving Fagerhult Group into a new era of manufacturing.
The Magnus team quickly got to the heart of our complex business, navigating a large number of senior stakeholders to challenge our thinking to develop a fresh and purpose-led brand positioning that gives us a clear differentiation in the market and sets us up for future growth.
Michael Bruer Fagerhult Group, CHIEF STRATEGY AND COMMUNICATION OFFICERRELATED CASE STUDIES
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Magnus unified Organic Response’s value proposition across Fagerhult Group, refining audience targeting and positioning to help capitalise on connected lighting’s rapid growth.
