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A multinational challenge requiring a clear strategic direction
KLEEMANN is one of the largest Greek industrial companies, with a presence in more than 100 countries. It operates international production centers and maintains an extensive network of subsidiaries in strategic markets.
In line with market evolution and technological trends, the company developed KLEEMANN Live, a comprehensive IoT platform designed for the remote management and maintenance of elevators.
The repositioning project of KLEEMANN Live stands as an emblematic example of RISTART’s strategic methodology. It represents an approach that combines strategic thinking, human-centered storytelling, and business-driven focus. This was not a simple communication campaign, it was a multi-layered strategic initiative that redefined how KLEEMANN communicates the value of its new platform across all its markets, from Greece to its international subsidiaries.
The Business Problem
Why Repositioning Was Necessary
After its initial launch in multiple markets, KLEEMANN Live faced a critical strategic challenge: each country was communicating the service differently. The narrative was highly technical, fragmented, and dependent on local interpretations.
As a result, customers could not clearly understand the platform’s true value, sales teams lacked a unified pitch, and subsidiaries struggled to explain how the service supported their business goals. In short, the company had a powerful product but no global story creating inconsistency, confusion, and missed opportunities across markets.
Η πρόκληση
Establishing a unified global narrative for KLEEMANN Live
The challenge was not simply to update the messaging. It was to solve a real organizational problem:
Αligning all subsidiaries under one global narrative that clearly articulated the value of KLEEMANN Live.
Without this alignment, every team, from sales to technicians, presented the service differently, leading to narrative fragmentation, diluted messaging, and reduced commercial effectiveness.
AI-produced video highlighting the vision behind the service.
Our Methodology
We applied a disciplined strategic process
For the repositioning of KLEEMANN Live, we applied a disciplined strategic process that bridges research, storytelling, and strategic activation. Each stage was designed with a clear objective and a tangible outcome.
This methodical strategic approach transformed KLEEMANN Live’s communication from a purely technical description into a narrative with a clear business and emotional impact.
Diagnosis. Understanding the Context.
We began with an in-depth analysis of the global elevator market. We examined competitors, explored trends in smart buildings and IoT services, and mapped KLEEMANN’s position within the broader strategic landscape. Through a series of workshops with sales teams, commercial departments, marketing professionals, and customers, we captured an accurate picture of how the service was perceived in the market. The goal was to understand not only how the company communicates, but also how it is actually perceived by its customers.
Reposition. A New Strategic Direction.
Based on the insights, we developed a new positioning framework for KLEEMANN Live. The narrative shifted from focusing on technology and product features to emphasizing what the service truly means for the customer. The platform’s value was articulated through key concepts such as control, reliability, efficiency, and cost optimization. This became the foundation for a unified message across all the company’s international markets.
Craft Narrative. Building the Story.
We developed a clear, customer-centric narrative positioning the customer as the hero and KLEEMANN as the guide. Technology was no longer the starting point of the story, instead, the narrative was designed to answer the most critical question for technicians and partners: “What does KLEEMANN Live mean to me?”
Architect Messaging. Messaging Architecture.
We created a complete messaging architecture tailored to different audience segments, including sales teams, B2B partners, technicians, end users, and subsidiaries. Primary and secondary messages were carefully crafted to ensure both consistency and flexibility in activation across markets and roles.
Activate. Bringing the Strategy to Life.
The strategy was activated across multiple levels. Internal training tools were developed for sales teams, communication assets were designed for both B2B and B2C audiences, and messaging templates were delivered to subsidiaries for local adaptation. This ensured a unified strategic narrative with built-in flexibility for local implementation.
Scale. Expanding the Framework.
The framework was rolled out internationally, adapted to different markets and languages, while maintaining the same strategic DNA across all KLEEMANN operating countries. The company gained a consistent way to communicate KLEEMANN Live, regardless of the market or audience.
From Strategy to Messaging: The Core Service Narrative
The strategic repositioning of KLEEMANN Live became clear in the development of its new core narrative. The messaging moved from a technical description of features to a customer-focused promise with real business value.
The tagline “Everything rises to the next level” captures the essence of the service, expressing how the platform elevates remote monitoring, predictive maintenance, efficiency, cost control, safety and the overall user experience.
A concise and universally understandable service description was created to support the tagline and guide communication across markets. This narrative foundation became the backbone of all assets, ensuring that KLEEMANN Live is presented consistently and in full alignment with its strategic positioning.
The result is a unified and scalable message architecture that allows the organization to communicate the value of KLEEMANN Live with clarity, consistency and intent across every country.
The Approach
An Integrated Communication System
The strategic narrative was activated across all levels, transforming from a strategic framework into a fully integrated communication system for all KLEEMANN markets. The goal was to establish a unified voice for the service, supported by practical tools that could be directly utilized by sales teams, marketing departments, and subsidiaries.
Beyond the strategic foundation, we developed a series of deliverables that reinforced the new narrative across every touchpoint:
• An internal manual serving as a storytelling guide for all company teams.
• A printed sales tool, designed to present the platform’s value clearly and inspiringly.
• The narrative of the new landing page, structured around the positioning and the customer’s “What’s In It For Me.”
• An inspirational AI-produced video highlighting the vision behind the service.
• An explainer video illustrating the platform’s functionality and benefits in a simple and engaging way.
In parallel, communication assets were developed for both B2B and B2C audiences, along with messaging templates and localized materials for international subsidiaries, as well as micro-messaging tailored to specific target groups. This ensured that the new KLEEMANN Live narrative was communicated consistently and clearly in every market.