Kamstrup

Showing the real value of Kamstrup

With a new positioning and corporate concept, technology company Kamstrup gets elevated to its rightful position as a world leader in intelligent metering and data management solutions.

About Kamstrup:Leading technology manufacturer of system solutions for smart energy, water metering and data analytics. Kamstrup was founded in Denmark in 1946 and has today employees in more than 20 countries around the world.

Task

To strengthen and position Kamstrup’s brand so it reflects the real value of the company.

Solution

Development of a strong corporate concept based on solid insights and construction of a new communication framework.

Result

A concept that positions Kamstrup for the future in the utility sector and establishes a stronger connection to key stakeholders.

How digitalisation can lead the way in the green transition

In today’s modern society, there is an urgent need for a greener, more sustainable way forward, and almost every company must meet new sets of requirements. This transition is also taking place in the utility industry. As experts in intelligent metering solutions for heating, water, and electricity, Kamstrup saw an opportunity to play a broader, more active and broader role as a solution provider in the industry and help the utility sector succeed in the green transition. But in order to communicate the true value of Kamstrup to the global utility market, the Danish technology company first have set out to strengthen its brand position.

Unleashing the potential

In collaboration with Kunde & Co, Kamstrup defined a new, unifying positioning concept that unleashes the potential of real knowledge, and shows the world how Kamstrup’s intelligent metering solutions are truly unique. The concept - ‘IT’S TIME TO KNOW’ - explains how Kamstrup is committed to helping create long-term value for customers, by providing a complete overview of thousands - and even millions – of data points beyond what a standard meter is able to.

Unleashing the potential

A clear message framework

The brand positioning concept is based on a strategic messaging framework split into three levels: 1) the general sustainability/SDG perspective. 2) The industry perspective and 3) The solution and technology perspective. Using this approach, Kamstrup can reach different stakeholders with tailored messages focused on the value it delivers, and showcase the curiosity that drives Kamstrup. A vibrant new look and a teal coloured semi transparent box with relevant facts about the utility sector are centerpieces of Kamstrup's new visual brand identity.

Our new concept help us approach all stakeholders, and shows that Kamstrup has a lot to offer and can help ensure a clean water and energy supply.
Furthermore, the concept also portrays our solutions as cutting-edge, and positions us as a leading player in the digitalisation of the utility network and infrastructure.”

Gitte Kirkeby Soe, vice President Marketing, Kamstrup

Built on the 'Corporate Religion' approach

The new strategic position and creative foundation are built on Kunde & Co's classic 'Corporate Religion' approach, which brings together the internal company and the external market in a shared, connected flow of understanding. This process involved data and desk research, one-to-one interviews, a digital listening study, four large focus group interviews and a comprehensive web survey with employees, customers, partner and distributors from different markets. the outcome and drivers, and revealed how Kamstrup technologies and services can play an important role in the digitalisation of the utility network and infrastructure, ultimately helping to protect electricity, heating and water resources in the future.

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