Andritz Separation. Corporate branding and positioning work. Beer. Olive oil. Chemicals. Just about everything has been separated in one way or another. But what if you’re the world leader in separation and few know your brand? To boost awareness, this Austria-based company needed to develop a clear brand strategy and compelling story.

Our client. Andritz is a global engineering group with 24,500 engineers headquartered in Graz, Austria. The company serves the hydropower, pulp and paper, metals and other industries across 250 production sites and service centers globally. Our assignment was from Andritz Separation, a relatively new business area focused on industrial separation solutions, with 2,000 experts in more than 40 countries. The separation unit serves the food and beverage, mining, environment and chemicals industries.

Our assignment. After a series of acquisitions, Andritz Separation had become the largest industrial separation company that nobody had heard of. Many of their acquired companies were better known than the Andritz brand itself. Supporting each brand would be costly. So our task was to stake out a clear and differentiated positioning and messaging platform that captured the true value of what the company could offer. There was a fantastic story to be told. The challenge was to let customers and even their own people see this.

What we did. Our strategy was to shift the focus from selling machines to selling expertise. We needed to build awareness around how the company was solving some of the world’s toughest engineering challenges. Like turning waste into energy. Or saving 3 million cubic meters of water in a desert. Or brewing top-end craft beers. The stories would flow out of the new positioning as the world’s leading separation specialist. Under the banner of “Ask your separation specialist” we developed a communication toolbox with online

and offline tools to dramatize what they could do. The communication is a call to action to engage with and test Andritz Separation with real-world engineering challenges.

Following an internal educational process, the communication program is being rolled out on a global basis.

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