Contegy
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Minitube

Communicating new directions: Strategic positioning for a brand in transition

Minitube is a leading company in reproductive technology, specialising in artificial insemination and assisted reproduction. For more than 50 years, the family-owned business has worked closely with breeding organisations and research institutes. It is now expanding into human healthcare.

About the project

The Challenge

Minitube was facing the major challenge of clearly communicating its expansion from veterinary medicine into human healthcare. Because the human healthcare division was not yet fully integrated into the way the brand was perceived internally and externally, Minitube’s potential for clear positioning in both markets was limited.

The objective

The goal was to develop a clear brand manifesto to support Minitube’s expansion into human healthcare. The manifesto was designed to position the Minitube brand clearly across both areas and, as a result, increase its visibility in both markets.

What we did

Strategy and positioning workshop

Together with 14 senior leaders, including members of the owning family, we established the foundations for Minitube’s new strategic direction in a strategy and positioning workshop.

Brand manifesto analysis

We analysed the existing brand manifesto to understand its role as a tool for communication and leadership.

Target audience analysis

We identified the key audiences relevant to Minitube’s new business area.

SOAR analysis

A SOAR analysis identified Minitube’s strengths, opportunities, aspirations and desired results to establish effective positioning across both areas.

Value proposition

We developed a value proposition to support and guide Minitube’s expansion into human healthcare.

Services

Results

Brand identity

The completed brand manifesto—comprising the brand core, vision, mission and values—creates a coherent perception of Minitube both internally and externally. It also provides the foundation for the company’s strategy, marketing and communications.

Brand positioning

The result communicates Minitube’s expertise and innovative strength in a way that is relevant to its different audiences, creating a strong basis for expansion into human healthcare.

Messaging framework

Minitube now has a modular messaging framework that allows its core messages to be adapted flexibly to different situations and areas of application. At the same time, all messages remain consistent and aligned with the brand manifesto.

Erfolge

  • Brand identity: The new mission statement – consisting of brand essence, vision, mission and values – ensures a coherent perception both internally and externally, and forms the basis for strategy, marketing and communication.
  • Brand positioning: The result conveys expertise and innovation to the target groups, thus creating the basis for the expansion into the human sector.‍
  • Messaging Framework: Minitube's new mission statement is based on a modular principle. The brand's core messages can thus be used flexibly depending on requirements and area of application, but always remain consistent along the established mission statement.

testimonial

»The Contegy team helped us position our brand for the future. Our new brand manifesto enables us to communicate our vision and values clearly, both internally and externally. This is a great support as we continue to expand into human healthcare.«
Katharina Rohrmüller
Executive Board at Minitube

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