Brand development: Höganäs

  • Höganäs brand concept, annual report cover
  • Höganäs brand concept, proving 1 of 6 value propositions
  • Höganäs brand concept, proving 1 of 6 value propositions
  • Höganäs brand concept, proving 1 of 6 value propositions
  • Höganäs brand concept, proving 1 of 6 value propositions
  • Höganäs brand concept, proving 1 of 6 value propositions
Date

April 02, 2007

Category
Brand development, Financial communications
About This Project
Background

Greater penetration and growth needed.
Höganäs is the #1 producer of metal powder in the world. As a material, metal powder competes against various forms of steels, irons and even plastics. Its used in many industries, the largest customer base for Höganäs are manufactures of automotive systems and components (i.e.: gear boxes) delivered to Original Equipment Manufacturers (i.e.: car brands).

Growth for Höganäs has always been about driving greater acceptance of metal powder by ensuring it gets designed-in to the components and consumables used in OEM products. Yet, for far too many years, Höganäs marketed itself as a traditional materials producer.

New direction.
By the end of 2005, Höganäs had a new CEO and new management team members. And a new strategy which called for driving development activities in close collaboration with direct customers towards OEMs. It all called for brand development to revitalize Höganäs brand. By 2006 and 2007 senior management wanted to express their new direction in financial and partner communications.

The challenge: express their value propositions as a partner in delivering high value metal powder-based components and consumables to OEMs. And communicate the new direction in corporate communications towards the market and its investors.

Solution

Power of powder
The solution: partner with their customers to bring forward innovative metal powder-based components and consumables that OEMs would view as more efficient, profitable and environmentally superior. And communicate the new direction in communications towards the market and investors.

Over a two-year period, I worked with Höganäs senior managers to demonstrate how metal powder and Höganäs power new possibilities from powder. “Power of powder” became the rallying cry and concept applied across Höganäs business development and marketing activities globally. At first, this was highlighted by two annual reports that I both wrote and project-led. The concept soon spread to everything — from the name of Höganäs’ facility for customer application and process development work to the title of it customers newsletter. “Power of powder” remains an integral component of the company’s core communications today.

My tasks

I was responsible for core concept development work in helping Höganäs define and express its new corporate strategic concept. This included:

  • Helping Höganäs’ new CEO and management teams members define and express Höganäs’ refined business model, profitable growth and partnering approach, business value propositions and corporate communications concept.
  • Apply new approach to 2006 and 2007 annual reports and financial communications
  • Project management and copywriting of 2006 and 2007 annual reports and financial communications
  • Project management and copywriting for content used during investor meetings during 2006 and 2007
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