POSITIONING & IDENTITY DEVELOPMENT
CLIENT: MAERSK LINE
Haines McGregor have developed and worked on some of the biggest consumer brands in the world. We are now applying our capabilities to the business to business sector, and there are few in the category more iconic than Maersk Line, the most successful shipping line on the planet.
We undertook a programme of listening followed by workshops, building on existing work, to arrive at compelling rational and emotional strategies. B2B brands, like consumer brands, carry a potential emotive pull that prevails even when customers believe that their choices are based on evidence alone. Isolating these points of difference and amplifying them at every touchpoint strengthens the persuasiveness of the brand however strong the business competitiveness.
The branding for Maersk Line led to a distinctive new look and feel and a growing momentum within the company of the benefits of brand.
Haines McGregor played a pivotal role in unlocking another growth dimension to a brand which had lived for more than a hundred years through genuine curiosity, exploration and collaboration.
I am pleased to have worked with them on this.
Louisa Loran, Brand Director Maersk Line
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