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  1. 2020


DHL - Humanising the Brand

Category:Sponsorship Strategy Of The Year


In 2013 a brand study by Millward Brown identified that DHL was falling behind key competitors in terms of emotional bonding.  This was determined to be a lack of emotional affinity, a measure that had the greatest potential to improve business performance.

From a sponsorship perspective, the indications were that the association with each property was not in itself doing enough to drive an emotional connection between the brand and the target audience.

Therefore, throughout 2014 and 2015 the Global Partnership Strategy was leveraged as a strategic pillar in the global re-positioning of the brand, with an activation approach designed to deliver deeper engagement with consumers, emotionalising the brand and connecting with key audiences (external/internal) in a fun and interactive way.

By the end of 2015 DHL had moved up 30 places in the Top 100 Most Valuable Brands, achieved a significant shift in brand value (53% increase in 2014 / 19% in 2015) and overtaken their main competitors on the Bonding Index (Research carried out by Millward Brown).