“We are all brand ambassadors”

According to Sven Theobald, Head of Corporate Brand Management, we should adopt a brand-oriented mindset at Bayer to unlock the full potential of our brand. In this interview, he explains how his team approaches this mission.

What is the driving force behind the ongoing realignment?

The Bayer brand is one of our most valuable assets. A strong brand is good for all of us. It protects our license to operate towards key stakeholders, provides orientation for employees and adds value to our business in the form of e.g. higher sales, lower advertising and capital costs, and increased market capitalization. However, measurements show that our brand value has been declining since 2019, currently standing at about 4.5 billion U.S. dollars .

As Bayer remains a very strong brand, we strive to regain our former strength and even surpass it. Comparative data indicates that the Bayer brand has the value potential to double. It’s vital to unleash this potential to the fullest. Therefore, we have embarked on the journey towards a brand value of 10 billion U.S. dollars – or as we call it: “Road to 10”. 

How can we change the perception of our brand?

First of all, we can better leverage all the existing brand assets in our “treasure chest”. For example, our product brands are on average evaluated 80% more positive when Bayer is known as the manufacturer – a huge brand uplift that is already on the plate and that we just need to make the most of. 

We score highly in a number of areas – our contributions to curbing the pandemic, exciting collaborations and innovations across divisions, and our sustainability commitments. Health and nutrition are at the center of our societal needs. We should always emphasize that we are one company with one brand, one purpose (Science for a better life) and one vision (Health for all, Hunger for none). Living this integration both internally and externally makes us a trusted and very powerful partner. 

What course is envisaged for the brand?

Our journey towards a more dynamic (inspiring), outward-oriented and approachable (empathetic and warm) brand continues. We have started this course three years ago and are looking to make further progress. Our brand reputation is currently particularly based on competence. As clearly demonstrated by our brand tracking, the likeability side is where the growth potential lies. 

We are also evolving our own approach to brand leadership. The governance function remains important for global consistency. In addition to this, we strive to promote internal brand engagement, increase brand knowledge and, as a business partner, connect in a way that creates value, both inside and outside our COM Community. By doing so, we aspire to create a brand mindset across Bayer.

What exactly do you mean by brand mindset?

Brand mindset means an understanding of how a brand creates value. Everything influences the brand – how we speak, how we write, what we look like and what we do. A brand must always be looked at holistically. How we act, our tone of voice, the music we use – every action either contributes to the brand or creates an inconsistency. Everything we do shapes our brand.

What measures are you and your team intending to take?

We have defined four strategic directions for our future brand management:

1. Brand Strategy & Identity: Creating greater clarity and simplifying what our brand stands for and how we express it (visionary, optimistic and passionate)
2. Brand Education & Enablement: Ensuring our community and all of #TeamBayer are equipped to use the brand inspired, empowered and in line with our strategy
3. Brand Communication & Experience: Focusing on our existing brand assets, making the most of our “treasure chest” and becoming more consistent in the way we express our brand
4. Brand Measurement & Controlling: Further developing our brand tracking, addressing brand value and return on brand, and using data to steer our brand even more effectively 

When can we expect to see first measures?

We are releasing our evolved brand model on March 1. The Bayer brand is now defined and expressed using just four elements – a simplification based on the advice of a cross-functional, internal sounding board comprising 25+ members. 

What are your aspirations for the future?

If we succeed in making a brand mindset part of our culture, we can unleash the full potential of our brand. Together, we can get the ball rolling, and further grow the reputation and value of the Bayer brand. We are all brand ambassadors – and we need all hands, heads and ideas on deck.

For more on the evolved brand model and the Bayer brand:

Our Brand