Miele: Brand People Power

Of the many companies we have enjoyed working with on corporate brand proposition development, Miele stands out.

It is a wonderful brand with a wonderful reputation but at least in the UK, like all great brands, sometimes benefits from a fresh pair of eyes, which we provided. What worked so well when we worked with the Miele team was that the UK CEO was personally involved in the project, which gave it real focus, and also that we were able to combine traditional research analysis and communication thinking with a review of ‘branded behaviours’, which is less common.

We spent considerable time with the mobile engineering team watching how they interacted with customers in their homes and chatting about it with them afterwards. It was a great opportunity to see the brand in action, learn from those on the front line and to think about how customer service behaviours can impact brand perceptions. It meant that our brand development recommendations were designed to impact the whole customer experience. Traditional media communications, point of sale materials, service delivery and the showroom experience could all be joined-up.

We think that Miele is one of the world’s great brands which is why their customers are so devoted that virtually every one turns into a brand ambassador!