STABILO is and acts 'colourful'. The strategy developed by BrandTrust and the support in managing the contact points provided the right impetus.
The stationery industry is characterised by intense competition and low differentiation - just like many producers of fast-moving consumer goods.
Due to the high interchangeability of products, consumers often base their purchasing decisions at the PoS on price. Consumers do not analyse the individual offers and do not consider alternatives. The reason: they attach too little importance to the purchase.
Although STABILO enjoys a high level of recognition and desirability, the company saw its advantages dwindle from 2011 onwards. More and more competitors imitated the brand. STABILO had to react in order to avoid becoming interchangeable.
Digitalisation, which is finding its way into all areas of consumers' lives, is also causing uncertainty.
In 2011, STABILO decided to tackle the loss of appeal and the challenges of the market with BrandTrust. To this end, we further developed the brand strategy together.
"Being Colourful" - we defined this mission as STABILO's highest aspiration. Unique experiences at the most relevant touchpoints ensure that the "Colourful" mission becomes tangible - for consumers, employees and partners.
One of the changes: STABILO is now focusing on the "Creative Class" - women, mothers, children and teachers - and supporting them with products, experience and care to express themselves and give free rein to their creativity.
Following the relaunch of the brand strategy, implementation began in 2013. The first step was to establish a global brand ambassador network and a brand touchpoint management system. These brought STABILO's renewed brand strategy to life.
STABILO made the leap from a retail-orientated brand to a successful and independent consumer brand. The defined goals, such as increasing the brand's appeal and further developing it as a star brand, were achieved. By consistently communicating values at all brand touchpoints, STABILO achieves a considerable price premium - despite saturated and highly competitive market conditions.
STABILO has been continuously increasing sales of writing instruments since 2008 and achieved record sales of 185.2 million euros in 2016 (+9.1% compared to 2015). The star product BOSS has been sold over two billion times to date. Supported brand awareness is 83 per cent - almost twice as high as that of competitor products.
You can find further insights into the STABILO success story here: "How STABILO became a global star brand"
The contact persons for this project
Managing Partner
Managing Partner
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