motan is a leading global supplier of peripherals for the plastics industry. In 2006, the family company acquired the Swiss company Colortronic International AG and has since beem distributing on the market as motan-colortronic. From the start, Schindler Parent oversaw the brand communication and developed a brand identity within that framework: the CD/CI, the colour and image world, the typography, the entire look & feel.
The plastics industry is original B2B territory. There is a need for information. There are still products calling for an explanation that are to be sold to the customer, or, more precisely, the engineer. Objectively, rationally, driven by facts.
But not with us. Not with Motan. After all, the family-owned company, now with the second generation at the helm, now has a female chairman, Sandra Füllsack.
Brand to the People for the plastics industry
Consequently, we have opted for an approach that we consistently pursue at Schindler Parent: B2P – Brand to the people. And that indicates that the purchasing behaviour of B2B and B2P (ACHTUNG P not C) customers is not so different after all: Only when you have reached the heart and the stomach, the head is open to arguments.
This also guided us when designing the brand identity for motan and its motan-colortronic sales department. In other words: Not the product features are door openers for purchase decisions, but the added value, the customer benefit. We call this customer oriented approach value selling, because this is what makes brands strong. Corporate design as it should be. Based on the corporate identity. Simple and clear for everyone who uses it.
More information is available from:
michael.meier (at) schindlerparent.de