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– Rationalising a growing portfolio

In a sector characterised by rapid growth, frequent M&A activity, and a proliferation of brands, web hosting group HEG came to BrandCap with a clear business need – help them make sense of their brand portfolio to drive business performance.

The business had just completed the acquisition of Intergenia AG, and together with a new corporate strategy emphasising a drive for efficiency, the requirement was for the rationalisation of their portfolio across the core markets of Germany and the UK. We oversaw a customer segmentation, developed a data-driven approach to optimise their portfolio strategy and supported HEG with the strategic and creative re-branding of four pan-European brands.

"BrandCap provided an excellent analysis of the market and customer dynamics in web hosting providing a solid basis for HEG’s future brand architecture. The project was extremely well planned and executed from beginning via customer segmentation to end delivery of brand guidelines, with a highly responsive team focused on delivering the best possible outcome for our business and brands.

BrandCap were excellent in helping the project through the internal stakeholder process and enabling the internal teams to start taking over the delivery of the project. The new brands will be launched across 2015 and 2016 and I will keep the team up to speed on the resulting commercial upsides for our business.

I would not hesitate in recommending the BrandCap team due to their faultless client service and excellent and high engaged and responsive creative teams."

Kate Cox, Group CMO, HEG

What we delivered:

  • Brand architecture
  • Brand strategy
  • Naming
  • Visual identity