Valórem
Restructuring a business group to increase the visibility of its brand as an investment platform.
Situation
Valórem leads a business group that grows through transforming or scaling service companies in the logistics and transportation, media and entertainment and industries. Valórem acts as a strategic architect for the companies in its portfolio, sharing management models, promoting corporate negotiations and transferring best practices. Senior management decided to undertake a brand architecture project to increase the visibility of Valórem as an investment platform and study how to associate the different company brands among themselves and with the Group.
Solution
Marqas recommended defining a central concept for business activities and for the philanthropic activity that was anchored in the history of the organization, that was broad enough to encompass current and future businesses and had the potential to become the strategic core of the organization . We also recommend simplifying the business brand architecture. In order to broaden the perception of the Group’s activity, we recommended adding descriptors to thr companies, specifying the markets they were in. It was also decided not to endorse the media companies or the companies in which Valórem has no control, in some cases because they are well-known brands and in others because they are not owned by the Group. The new brand architecture presents the Group’s activities in a clearer way to all its key audiences.
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