Brand repositioning is necessary if one or more of these conditions exist:
· Your brand has an opaque, confusing, or nonexistent image or message.
· Your brand lacks vitality. It is perceived as "old" or "tired", not experienced or traditional.
· The primary benefit or USP your brand "owns" has evolved from a differentiating benefit to a cost-of-entry benefit.
· Your company is significantly altering its strategic direction.
· Your company is entering new markets and the current positioning is no longer appropriate.
· Your company has bought or incubated other brands or sub-brands.
· A new competitor with a superior value proposition enters your industry.
· Competition has usurped your brand's position or rendered it ineffective.
· Competition has deliberately repositioned your brand in a negative way.
· Technology has disrupted or changed your industry or your brand.
· A brand extension/incubation has repositioned the parent brand in a negative light.
· Research indicates that your brand is no longer unique or compelling.
· Research indicates your brand is not building an emotional connection with your target customer.
· Your company has acquired a very powerful proprietary advantage or USP that must be worked into brand positioning.
· Corporate culture renewal dictates at least a revision of the brand personality.
· You are broadening your brand to appeal to additional potential consumers or consumer need segments for whom the current brand positioning won't work.

Challenge:
An absence of an integrated brand strategy and identity

It seems that traditionally-born companies formed before the digital age, despite their valuable achievements, focus more on company development than on a brand that fits their position in the market. The problem is compounded when, over the years, other companies are created or acquired. Lack of distinct or related identities between the parent company and sister companies. Holtman was no exception to the rule.

As Holtmann Design- and Brand Consultant, along with rebranding and brand strategy transformation, the definition and design of a distinct image and identity for Holtmann and Holtmann Group Companies (Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH) was a priority on the agenda.

The first step was to audit Holtmann and Holtmann's sister companies and their position in the company, customers and competitors.

In the 360° brand audit, more than 50 factors in 3 phases, Brand Strategy, Design and Communications such as brand name, message and claim, brand mission, brand vision, brand values, brand architecture, Logo, colors, corporate design, typography, imagery, visual language, website, social media channels, E-mails, company presentations, catalogues and brochures, exhibitions, campaigns were reviewed and revised.

After three months of deep research and analyzing more than 100 international trade fair and event companies in Germany and worldwide we found about 30 companies that use the word Messe+Event in their subclaims, title or slogan. More than twenty companies also use black and white as corporate colors.

Solution:
Transforming Holtmann's Brand with brand architecture and distinctive Corporate Design:

One of the key solutions implemented for Holtmann was the creation of distinct sub-brands under an umbrella brand architecture. This approach allowed each subsidiary, such as Mesomondo and Expomondo, to maintain its own uniqueidentity while still being connected to the overarching Holtmann brand. This strategy not only addressed the lack of a distinct identity among the sister companies but also provided clarity and consistency for customers and stakeholders. Also proposed using the company's defining feature, the year of establishment, as its USP in addition to its distinctive corporate design as a slogan.

"Holtmann Since 1950," was born by leveraging its heritage and legacy, highlighting its decades of experience and expertise in the industry, as well as other sister companies as sub-brands under an umbrella brand architecture with a refreshed identity design. This not only reinforced Holtmann's credibility but also distinguished it from competitors, setting the stage for future growth and success.

Holtmann's rebranding efforts extended to its corporate design, including its logo, colors, and typography. The decision to move away from traditional black and white to a combination of anthracite, silver for Holtmann and orange and white was a strategic choice aimed at creating a distinctive and innovative brand image for Holtmann since 1950. This bold color scheme helped Holtmann stand out in a crowded market and signaled its commitment to creativity and forward-thinking.

Recognizing the need for a refreshed brand identity, Holtmann underwent a transformation with an entirely newapproach.

There were no other trade fair and event companies in Germany at that time using such a corporate color combination. The goal was to create an innovative, relevant brand with an emphasis on design rather than construction.

Results:
Market Impact and Growth

With above and beyond by creating custom brand identity, such as a bespoke logo, corporate design, font, and brandarchitecture to further differentiate Holt This attention to detail reinforced Holtmann's dedication to excellence and quality, establishing it as a leader in the industry.

As a result of these strategic initiatives, we successfully created two distinct brand personas that resonated with its target audience. The serious and experienced image represented by anthracite and white symbolized the company's seventy years of experience and appealed to current clients, while the vibrant and ambitious orange and white combination attracted new market segments. This dual approach not only helped Holtmann expand its market share but also solidified its position as a forward-looking and innovative leader in the trade fair and event industry.

In summary, Holtmann's market positioning strategy involved a comprehensive rebranding effort aimed at differentiating itself from competitors, clarifying its brand architecture, and appealing to both existing and potential customers. By leveraging its heritage, custom design elements, and strategic brand messaging, Holtmann successfully positioned itself for continued growth and success in the market.