KMS TEAM supports Miele in its digital transformation
3/2/2022 KMS TEAM is working with Miele as its lead agency for brand strategy, digital brand management and design. The Munich-based strategy and design agency is providing the family-owned business with effective, forward-looking brand management services to support its growth and expansion into global markets – while defining a distinctive, relevant role for Miele in the competitive 21st century home appliances market.
The Gütersloh-based company re-orientated its approach to brand management in 2019 by building a new Centre of Excellence dedicated to Brand and Customer Experience. These efforts aim to strengthen the company's leadership in the premium segment of domestic and commercial appliances while ensuring its brand image is fit for future growth in new markets and segments.
Richard Green, Global VP Brand & Content Miele, explains: »KMS TEAM is the right partner to lead strategy and branding projects of this scope. Our collaboration will support our global growth path by embedding the brand across our customer journeys giving Miele a unique and contemporary footprint.«
KMS TEAM is the right partner to lead strategy and branding projects of this scope.
The project is initially scheduled to run for two years. In addition to sharpening the brand identity and corporate design, the agency and client-side teams will work together on efficient, sustainable global brand management. Simon Betsch, Managing Partner KMS TEAM, says: »We will use the brand and design to develop a coherent narrative – from the strategy to customer experience. This will put the company in a position to make better decisions and get people around the world more excited and connected to the brand. We are extremely motivated to get started.«
With over six million appliances sold in 2020, Miele is the world's leading supplier of premium domestic appliances for kitchen, laundry and floor care. Miele has been synonymous with high-quality domestic and commercial appliances for the past 120 years – the epitome of reliable and durable products. The brand wishes to inspire its customers with quality, innovative technology, perfect results and timeless elegance while simultaneously pioneering energy efficiency and environmental protection.
