The brand purpose as a strategic and emotional guide for companies is on everyone’s lips, especially in the retail trade, both externally and internally. The Migros universe is no different: Migros is currently in first place in the “Purpose Readiness Rankings”.
The basis for the merger of the five production companies under one brand was to be a common integrative philosophy under a mutual motivation. In particular, this should also consolidate the international orientation in Delica’s private labeling business.
In an extensive series of workshops with the customer, composed and moderated by Brandpulse, influencing factors were identified and evaluated, target group-relevant differentiation potentials defined, and several formulated purpose variants evaluated and selected. The result is a groundbreaking purpose in combination with a differentiating brand positioning. The purpose wording “Together we sustainably reinvent chocolate, snacking and coffee to indulge our clients’ customers, the Swiss way” is now made visible in the communication with the claim “Reinventing Goodness”.
After the adoption of the purpose-driven brand strategy, Brandpulse developed the brand identity for Delica and implemented the key touchpoints such as the website, corporate presentations, signage, stationery and environmental design.
