7. 1.
The company has changed fundamentally
From a mid-sized German chemicals and pharma company
to a global technology player
Major portfolio changes – acquisition volume of € 31bn
Internationalisation
New global leadership organisation
8. 2.
We had been awash in an unemotional sea of sameness
Competitor 1 Competitor 2 Competitor 3
Competitor 4 Competitor 5
9. 3.
Diverging business cultures diluted a shared Merck identity
Spirit of
Merck
Darmstadt
Rest of
Germany
Asia USAEurope
Source: Discovery Sessions Germany, USA, China and
South Korea; conducted by FutureBrand in 2014
Regions
Businesses
10. 4.
We needed to connect with our businesses in the U.S. and Canada
11. Our targets
1
Shift perception from traditional pharma and chemicals
to emotionalised science and technology
2 Differentiate ourselves in the market
3 Unite the company and drive cultural change
4
Use brand identity as a strategic tool to deal with
the unique naming situation in North America