The Pfinder Story: From Hidden Champion to Strong Brand
The brand
PFINDER is considered the world market leader in cavity preservation for automobiles. The wax developed by the traditional Swabian company ensures the durability of many a car body. The company’s headquarters are in Böblingen, other sites are located in China, the USA and Mexico. Apart from corrosion protection, PFINDER is also active in the field of materials testing. The brand’s history dates all the way back to the year 1884. And yet, nobody knows the brand PFINDER outside of a small circle of experts. A typical hidden champion, then. How can these strengths be used to increase the brand’s attractiveness?
The goals
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?
The status quo
The competition comes from all corners of the globe, and in some instances benefits from low-cost conditions in other countries. As the market leader with a high product quality, PFINDER couldn’t and didn’t want to define themselves through pricing.
More than 130 years of history are an outstanding achievement. But at the same time, no provider in global competition can rest solely on their past merits.
Our ID analysis quickly revealed: PFINDER is certainly worth every penny, but nobody knows why, exactly.
The team of Spall not only worked out our DNA, but made it visible and usable in very concrete terms in all business units.
The development process
1. Development of the PFINDER DNA: The peak performances from over 130 years of history and the strengths of today’s employees merged into the PFINDER brand core
2. Generating a unique positioning and a clear strategy for the future
3. Development of an unmistakable brand promise from the brand identity
4. Definition of clear guidelines and standards for working with the brand in day-to-day activities, from trade show exhibit to sales pitch
The result
In our ID analysis, we could prove that PFINDER is the inventor of cavity preservation. That was enough to clearly define the company from Böblingen as a pioneer. That was enough to clearly define the company from Böblingen as a pioneer.
In addition, we were able to harmoniously combine the two fields of business with the clear positioning on thinking ahead to create solutions that preserve value. This content framework also represented the action plan for the company in the future. PFINDER is THE pioneer. Everything they do is about thinking ahead. It is about preserving value. And has been since 1884.
These cornerstones of the brand identity melted together in the brand claim “Thinking ahead since 1884”. A brand promise that links the long history with the reason for customers to choose PFINDER.
Today, many employees see themselves as “solutionPFINDERs”. All this strengthens the brand in global competition and allows employees to identify with it – a clear profile and a future-oriented brand strategy for the next 140 years of history.
Deeper insights into the PFINDER brand
Immerse yourself in Corporate Branding
MarkenPraxis Blog
The Brand Check: Harris vs. Trump
Together with a team of four brand and identity experts, we have taken a close look at the presidential candidates over the last few months – in the four election-deciding categories. Our brand check is a kaleidoscope of insights that shows who is the stronger brand. And what it really takes for Harris to win.
From CEO to crisis expert for people and technology: 3 questions for CEO Thorsten Logemann
The CEO of intersoft consulting services AG Thorsten Logemann summarizes the result of his identity development process as follows. “I have a clear compass for my content on LinkedIn. After a short time, I felt that my “identity” resonated with people.”
Combining several cultures in one Brand Identity
Developing and establishing a unifying DNA is a complex challenge, especially in globally active organizations. In this article, we show how different cultures can be brought together under one brand, by using the example of our client hep.