Context: Komatsu Europe International n.v. (KEISA) is the European headquarters of the Komatsu Group. They import and distribute Komatsu construction, mining and utility equipment to European and North African countries.
Our work: Until 2016, the corporate identity was built around the tagline ‘Call us the experts’. Komatsu Europe asked ALL YOURS to reposition the brand appropriate for today’s European market considering the various stakeholders: their employees, dealers and end users. ALL YOURS developed the new position around the tagline ‘proud to perform’. An open positioning which allows everybody in contact with the brand to feel empowered.
Result: The new brand identity resulted in a reinforcement of the brand to the employees, prospects customers and the general public.