Merck Group @ Transform conference Europe

VIBRANT REBIRTHThe Rebranding of Merck

Katrin MenneSenior Manager Brand Communication

Merck in September 2015

And one month later

why did we change so radically?

1.The company has changed fundamentally

From a mid-sized German chemicals and pharma company to a global technology player

Major portfolio changes – acquisition volume of € 31bn

Internationalisation

New global leadership organisation

2.We had been awash in an unemotional sea of sameness

Competitor 1 Competitor 2 Competitor 3

Competitor 4 Competitor 5

3.Diverging business cultures diluted a shared Merck identity

Spirit ofMerck

DarmstadtRest of Germany

Asia USAEurope

Source: Discovery Sessions Germany, USA, China and South Korea; conducted by FutureBrand in 2014

Regions

Businesses

4.We needed to connect with our businesses in the U.S. and Canada

Our targets

1Shift perception from traditional pharma and chemicals to emotionalised science and technology

2 Differentiate ourselves in the market

3 Unite the company and drive cultural change

4Use brand identity as a strategic tool to deal with the unique naming situation in North America

VIBRANT SCIENCE & TECHNOLOGY

Inspiration for our brand expression

Learnings

Branding follows

Strategy

It’s culture, not colours

Be open to be challenged

Prepare your

people

THANK YOUSTAY VIBRANT