Customer Project
PROJECT
For more than 50 years, ANRIN has been developing high-quality drainage systems made from polymer concrete and is one of the technological leaders in linear drainage solutions. Yet despite offering products, quality and service at the highest level, the analysis revealed a clear challenge: the market made little distinction between the different brands. In the minds of target audiences, purchasing decisions were largely driven by price, familiarity and product range. The actual differences between manufacturers were barely perceived. This was precisely where the strategic opportunity lay.
CHALLENGE
The competitive analysis, along with interviews with distributors, landscaping professionals and internal stakeholders, revealed a clear pattern: almost all manufacturers communicated in essentially the same way. The focus was always on the same arguments: technical facts and price. The result was a largely undifferentiated market. Products became interchangeable, and the brand played only a minor role in the purchasing decision. Distributors often chose based on habit, price or existing relationships. At the same time, ANRIN had set itself a much greater ambition internally: not simply to develop better products, but to become the most desirable brand in the industry.
STRATEGIC INSIGHT
The most important insight emerged during the positioning process. ANRIN is not simply concerned with drainage channels. ANRIN is concerned with water. Products change. Materials change. Technologies evolve. Water remains.
This perspective opened the way to a much broader brand idea. Water was no longer seen merely as a technical application, but as the starting point for everything the company does. It represents responsibility. Sustainability. Design. Resource conservation. Aesthetics. This created a brand with a clear point of view and a purpose that goes far beyond the products themselves.e to a brand with a clear mindset—one that is built around a purpose far greater than its products alone.
SOLUTION
Based on these insights, an entirely new brand world was developed. This included:
- Development of a clear positioning
- Definition of the brand mission and brand vision
- Creation of a brand philosophy centred around water
- Development of the international claim LEADING WATER
- Development of a new visual language inspired by water and its forms
- Creation of a modern corporate design
- Translation of the strategy into international brand communication
The claim LEADING WATER expresses far more than the management and drainage of water. “LEADING” stands for leadership, mastery and moving ahead. The claim reflects ANRIN’s ambition to take a leading technological, design and strategic role across the entire market.
IMPACT
A manufacturer of drainage systems became a brand with a clear vision for the future. Communication moved beyond purely technical product features and placed design, innovation and the significance of water at the centre. This created a far more emotional brand world that clearly differentiated ANRIN from its competitors. The new positioning not only strengthened the brand’s perception among architects, planners, landscaping professionals and distributors, but also created greater orientation and identification within the company. A product brand became a brand with a clear point of view. A brand that does more than simply drain water. It rethinks the way we manage water.
Your Contacts for the ANRIN Project
Making Strategy Actionable.
Positioning and Differentiation.
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