A case of multiple-personality

Uponor are a global leader in plumbing and heating systems. Having grown rapidly by acquisition they were known in over 100 countries – but under many different names. Market changes then meant that this structure limited their ability to grow the business and to be able to optimise their efficiency and profitability. Time for a new brand strategy.

Short term change for long-term success

Many of their brands were well established and highly successful with a strong, loyal customers and employees. Few people found it easy to contemplate change. So we worked very closely with Uponor’s management to really understand customers and employees around the world and to develop a new purpose and vision. Then a new brand architecture to enable major rationalization and simplification of product ranges – with dramatic cost savings. Then a new style and an overall change programme to deliver the vision under one unified Uponor brand.

Turning up the heat

The one global brand increased leverage in the marketplace and strengthened customer relationships. It also enabled Uponor to increase efficiency and reduce costs. After two years Uponor had record results and profit growth of 50%. And they had been able to pay an additional dividend of €100m.