Day: New brand positioning for Avesco

The Swiss family business Avesco, now in its 6th generation and active throughout Europe in the fields of construction machinery, energy systems and construction technology solutions, has developed a new brand positioning together with Day Partners. The aim was to formulate the company's own entrepreneurial attitude more precisely, to sharpen its profile in the market and to further develop its communication with customers and potential employees in a coherent manner.

Positivity as an entrepreneurial decision

The development of the positioning was based on a comprehensive analysis of the corporate culture, the company's own competencies and the perception of external target groups. In a multi-stage process, central internal company convictions that characterize Avesco's self-image were identified. It emerged that, in addition to technical expertise, it is above all a positive, solution-oriented attitude that shapes day-to-day activities. Characteristics such as openness, accessibility, trust and confidence are key to the company's identity.

Following the analysis, an overarching positioning was formulated. It expresses the fact that Avesco combines economic objectives with value-based corporate management: Positivity is seen as a driver of progress within the company - both in dealing with challenges and in working with customers, partners and employees.

"For us, positivity is an entrepreneurial decision," explains Group CEO Mario Meier: "It enables us to make constant progress and is based on our expertise and many years of experience. We always look to the future, with the will and ability to take responsibility and solve seemingly unsolvable challenges for our customers." This attitude runs through all business areas and strengthens Avesco's market position in a competitive environment.

Providing authentic insight

The strategic foundations formed the starting point for two films that were created as part of the collaboration. The cross-business corporate film uses the word "yes" to illustrate how Avesco works with customers and how challenges are tackled on a day-to-day basis. The employer branding film is aimed at potential new employees and - based on the same basic idea - provides insights into the working environment and the basic attitude of Avesco.

Both films were realized with the film production company Mint Mediahouse and the director Lorenz Klapfer. A conscious effort was made to ensure an authentic portrayal. Philipp Pongracz, Head of Marketing at Avesco: "We didn't want to show a staged façade, but rather Avesco as it is: accessible, pragmatic and with a clear yes to progress."

Specialized in partnership-based cooperation

The collaboration between Day Partners and Avesco took place in a close, equal exchange, which is what the agency founded by Annette Häcki and Marcel Walzl (both previously Jung von Matt) at the end of 2023 specializes in. Since then, DAY Partners has used its collaborative approach to support companies such as FIS, BKW and the international brand Prolicht alongside Avesco.

"In every project, we see ourselves as a joint team in which everyone involved contributes their skills and perspectives - and these are taken seriously by everyone," explains Annette Häcki. As a result, both the positioning of Avesco and the development of the films were created in close collaboration between the agency and the client or film production. The films are now in use and can be seen on the Avesco website and other company channels.

Responsible: Julia Ewers (DAY Partners), Tobias Gruber (Sandgrain), Annette Häcki (DAY Partners), Lorenz Klapfer (Director), Michael Mair am Tinkhof (Mint Mediahouse), Mario Meier (Group CEO Avesco), Philipp Pongracz (Head of Marketing Avesco), Marcel Walzl (DAY Partners)