A Strong Brand Can’t Rest on its Laurels

At Bayer, we recognize that our brand is one of our most valuable assets. Now we have revamped our global brand to give it a fresh new look and feel.

 
Michael Preuss

New technologies such as genome editing offer unforeseen opportunities; digitalization is transforming our lives and entire industrial sectors. Now more than ever, one thing remains clear: Successful businesses must constantly move forward and evolve.

Katharina Jansen

Michael Preuss

Head of Communications and Public Affairs at Bayer

No less is true for Bayer. The ability to transform itself time and again has always been a key factor in the company’s success. For instance, Bayer quite recently repositioned the company to focus on healthcare and nutrition.

A company’s brand must reflect such far-reaching changes. We have accordingly revamped our global brand to give it a fresh new look and feel. Our redesigned website is now online, and the BayArena’s perimeter advertising has already introduced the Bundesliga audience to Bayer’s new colors and visuals.

These days, strong corporate brands play a more important role than ever in a company’s commercial success

At Bayer, we recognize that our brand is one of our most valuable assets. These days, strong corporate brands play a more important role than ever in a company’s commercial success. And their importance will continue to grow since they convey the company’s values to its customers and stakeholders.

One characteristic shared by successful companies and strong brands is that they never rest on their laurels – they constantly evolve. This creates value. According to calculations by the consulting firm Brand Finance, the value of the Bayer brand increased by 15 percent to US$ 4.7 billion over the last five years.

What exactly have we changed? We have subtly and carefully adjusted colors, images and the Bayer logo to make them warmer and more emotionally appealing. These design changes present Bayer as not only cosmopolitan, open-minded and personal but also more dynamic and flexible.

The Bayer Cross is synonymous with trust and quality

The look and feel remain unmistakably Bayer, and our brand positioning continues to be inspired by our mission statement: “Science for a better life.” Of course, there was no question of replacing our logo, and with good reason: The original design of the Bayer Cross dates to 1904, which makes it one of the oldest and best-known logos in the world. It is synonymous with trust and quality – values that had to be transferred carefully to a more contemporary design. It also had to be optimized for digital applications. Here you can see the evolution of the Bayer Cross over more than 100 years:

The development of the Bayer Cross

Of course, any changes to brand positioning require in-depth analysis, and Bayer surveyed 1,500 people from six different countries as part of this process. We also used the findings from our annual “Global Brand Tracking” survey, which measures public attitudes towards the Bayer brand. These surveys tell us that Bayer has an excellent reputation and is seen as particularly competent and likable when compared to the industry as a whole.

It comes as no surprise that the competency rating is higher than the likability rating. Bayer is, after all, a company focused on research, and this pattern is repeated throughout our sector. Nevertheless, it was important to optimize the brand at this juncture in order to more effectively convey our values: We stand for outstanding research and innovative products, of course. But we also stand for optimism and enthusiasm, for proximity to our customers, and above all, for always putting people’s wellbeing at the forefront of everything we do – for wanting to make life better, with everything we do.