Miele

Project: Sustainability Positioning
Client: Miele
Year: 2022 - 2023

Developing a global Miele sustainability brand point of view and deploying the strategy into the organisation

I joined Miele as a strategy consultant on the epic challenge to define their sustainability brand positioning, tonality, and point of view, with the ultimate goal to launch the brand communication about sustainability on the IFA 2022.

From the development of a vision, mission and clear positioning to the execution at the IFA it was a wild ride. We’ve succeeded in bringing sustainability to the front of everyone's attention in a premium and personal way.

Awards:
In 2023 Miele won the German sustainability award

Our strategic goal?

Getting the brand to a space where we are walking the walk instead of only talking the talk about sustainability.

Project Achievements

Align and lead a fragmented team of specialists (internal communication, agency partners, sustainability and regulatory team, marketing team) to work towards one shared goal.

Develop one vision for the company, with actionable and measurable sustainability pledges and align the vision with the Miele board members.

Create a Brand and Communication Strategy that is unique and matches the Miele overall strategy, develop a unified look and feel and tone of voice for sustainability.

Create a roadmap, documents and educational workshops to rally the whole organization behind the new sustainability communication and train people to talk about sustainability.

Develop meaningful campaigns and activations across all touchpoints to ensure that the sustainability point is communicated towards the consumer. My proudest achievement is Miele's (and the industry's) first fully sustainable campaign production that we achieved in the Australian market.