BMAir / Freshfilter

Analysis of documents, desk research and conversations with key stakeholders shows that both organizations are strong in technology, quality and reliability, but their story is mainly instrumental and built inside-out. At the same time, the societal relevance of healthy working environments grows rapidly due to stricter regulation and increased attention to health and safety. The key insight is that the combined position becomes truly distinctive only when the brand explicitly takes a guiding role in this bigger issue.

The strategic choice is therefore not to define the brand from the product category clean cabin air, but from an active role in fighting unhealthy air in work situations. In the organizing idea We fight unhealthy air, product, organization and societal context come together. It positions the new company as a champion of healthy work environments and clarifies why it exists, for whom, and with what responsibility.

We help recalibrate and validate the positioning, formulate the organizing idea and develop a brand story that unites internally and differentiates externally. In facilitated sessions we guide stakeholders in making a considered choice between naming scenarios and the consequences of that choice for brand and organization. We deliver this trajectory under the banner of VIM Group.

Embedding is not campaign-based. It sits in how the brand uses its leading position to grow awareness, clarify standards and prepare the market for international regulation. The ecosystem consists of standardized products, thought leadership, content and dialogue with distributors, fleet managers and other decision-makers responsible for healthy and safe working environments. This shifts the topic from low-interest to high-interest and supports international growth through meaning.

Commissioned by:
• VIM Group

In collaboration with:
• Tim Jager, VIM Group; brand transformation and technology
• Remy Lammers, Clutch; brand design 
• Huib van den Berg en Gerben Fiere; BMair