Problem
Kale is one of the biggest companies in Turkey. It encompasses over 20 companies. But Kale had an image problem. Namely, it didn’t have one. Research showed that the companies under its banner weren’t perceived as part of the Kale Group. And while Kale was regarded as trustworthy, people also saw it as old, traditional, out of step with the times. This was a brand that needed reinventing. It’s story needed to be retold in a fresh, new, dynamic way.
Solution
Modiki created a new and much more focused brand architecture under the singleminded stategy of trust. Trustworthiness was such a strong and authentic asset for the company. But it had been largely underplayed. “What Trust Is” brought it out into the open and gave it new meaning in a campaign that was designed to aggressively promote Kale as the very embodiment of trust.
Result
Kale’s new identity was launched to most senior partners, dealers and employees in January 2010. It will be launched to wider world in the beginning of 2011. Currently every business within the group has embraced the core idea.
