EIZO Technologies: From technology company to strong brand
The brand
EIZO Technologies is a medium-sized technology company based in Geretsried, south of Munich. The approximately 100 employees at the site design, conceive and manufacture special monitors for special purposes such as air traffic control, industrial applications or buses. Since 2009, the medium-sized company has been part of the Japanese EIZO Group, one of the world’s leading suppliers of monitors and displays.
The goals
Clearly position the brand, enable growth outside of the traditional air traffic control market, and create a guideline for a presence within the Group that leverages its own strengths and is consistent with the EIZO umbrella brand.
The starting situation
Anyone who has worked with EIZO Technologies knows what is special about dealing with customers and developing customized products. This is what first made the medium-sized company the world market leader for monitors in the air traffic control sector. However, as a subsidiary of the Group, the scope for highlighting this special feature as a brand is limited. It is important to show what is special and at the same time not to dilute the Group brand. The core question of the project here was: how can we make it so that the brand can also help generate growth outside of air traffic control? This required a positioning that extends far beyond the air traffic control market. So what does EIZO Technologies unmistakably stand for?
The clarity that working with Spall.macht.Marke has brought us is the basis for our growth today and tomorrow.
Andy Kürz, Managing Director EIZO Technologies GmbH
The development process
- Extract what makes EIZO Technologies special at its core with the help of our ID analysis
- Developing a strong brand identity and strategic guardrails that guide the way forward
- Elaboration of the unique customer positioning
- Derivation of clear guidelines for sales, marketing, production and development
- Creation of a unifying brand promise
- Determination of medium-term goals from the identity of the brand
- ID Innovation: development of innovation ideas and sales approaches for the different markets with the help of the brand identity
The EIZO Technologies Standard
The result
Although EIZO Technologies, as a medium-sized company within the group, has limited room for maneuver as a brand, we have managed to get to the heart of the special features:
“Thought differently. Made possible.”
This is not only the developed credo of EIZO Technologies, but also sums up the special spirit. When you come to EIZO Technologies, you don’t just get monitors, you get visualization solutions outside the standard. And exactly what customers can expect from working with EIZO Technologies is clearly stated in the EIZO Technologies Standard. This means that the company will become less dependent on its dominant market position in air traffic control. The positioning opens doors into further markets where visualization solutions outside the standard are in demand.
Deeper insights into “EIZO Technologies”
Immerse yourself in ID Corporate Brand
MarkenPraxis Blog
How we fight climate change with re-signing and clear sustainability positioning
How can we create conscientious innovation that helps slow down climate change? This was the question Christopher Spall discussed with Medinge Group during Innovation Week in Oslo.
ID Summer Camp: How trailblazing ideas and solidarity grow in nature
Growing companies need a shared identity as a clear compass. That’s why we and our long-term client EIZO Technologies went to our ID Summer Camp on Ammersee for three days.
The Pfinder Story: From Hidden Champion to Strong Brand
Two different fields of business. Two different target groups. Lots of history. A hazy brand image. How can this be turned into a clear positioning and brand strategy for the future?