Role
Head of Commercial Strategy & Innovation
Head of Commercial Strategy & Innovation
Challenge
In a growing yet homogeneous work tools market, the challenge was clear: how could we modernize the brand to meet the expectations of today’s consumer while building a foundation for long-term innovation?
In a growing yet homogeneous work tools market, the challenge was clear: how could we modernize the brand to meet the expectations of today’s consumer while building a foundation for long-term innovation?
Strategy
• Defined a new brand DNA under the philosophy JEN: “the tool that inspires people to open new paths, challenge the system, and bring out their best.”
• Developed a comprehensive brand background as the first step toward innovation and corporate evolution.
• Positioned JEN as more than a functional product: a brand with purpose, identity, and cultural relevance.
• Implemented internal alignment workshops and storytelling guidelines to embed the philosophy across the organization.
• Defined a new brand DNA under the philosophy JEN: “the tool that inspires people to open new paths, challenge the system, and bring out their best.”
• Developed a comprehensive brand background as the first step toward innovation and corporate evolution.
• Positioned JEN as more than a functional product: a brand with purpose, identity, and cultural relevance.
• Implemented internal alignment workshops and storytelling guidelines to embed the philosophy across the organization.
Outcome
• Establishment of a new corporate culture driven by purpose.
• +16 % sales increase (2019 vs. 2018).
• Positioned JEN as a forward-looking, innovation-driven brand within the tools industry.
• Establishment of a new corporate culture driven by purpose.
• +16 % sales increase (2019 vs. 2018).
• Positioned JEN as a forward-looking, innovation-driven brand within the tools industry.
