Miebach
With COVID disruptions elevating supply chain visibility to the C-level, the CEO of Miebach Consulting decided to transform the company from an engineering-focused organization into a technology-enabled, strategic supply chain consultancy with deep credibility among C-suite buyers.
Miebach Consulting, founded in 1973, specializes in logistics and material flow engineering, with more than 450 employees in over 20 offices worldwide. Clients include over half of the world’s largest supply chains. As supply chains increased in both criticality and visibility following the COVID pandemic, the company’s CEO recognized a once-in-a-lifetime opportunity to remake the company into a true strategic partner for senior executives at the world’s largest and most complex organizations.
We conducted extensive research, both internal and external, including in-depth interviews with Miebach clients and prospects. We learned that even long-time clients were unclear about the full breadth and depth of the company’s offerings. As Miebach expanded in recent years beyond “pure engineering,” the legacy Masterbrand architecture tended to obscure the company’s three major capabilities among a sea of diverse offerings. And while its legacy value proposition resonated with its clients’ operations staff, it wasn’t connecting with the C-suite audience that was increasingly making supply chain-related decisions.
Our new brand boldly challenges prospective clients to elevate the potential of their supply chain: “We believe your supply chain can do more – beyond balancing operations, efficiency, and service.” Brand language drives home the idea that supply chain issues are more than operational issues: “Miebach is your one partner to help you realize the full potential of your supply chain. We’ve united a team of Strategy, Engineering, Digital, and Global experts—working with the people leading the business and the people running the business — to create supply chains for the real-world.”
To bring greater clarity and impact to the company’s portfolio of solutions, we recommended a hybrid brand architecture approach, with a digital sub-brand that created space for the newest capabilities while retaining the simplicity of a Masterbrand. The hybrid brand is now structured around three broad categories that align with buyer preferences and behavior: strategy, engineering, and digital, providing a straightforward framework or communicating the full breadth of the offering portfolio.
With a new brand crystallized in a powerful value proposition, “Let’s unleash your supply chain potential,” and supported by a dynamic new visual brand and a streamlined brand architecture, Miebach has elevated its stature among global supply chains and is forging deeper connections with the global C-suite.
