Merck lança nova marca global

merck

Publicado 16/10/2015

A Merck anuncia o lançamento da sua nova identidade de marca global. O padrão visual profundamente revisado, bem como a introdução de um novo logotipo reflete a transformação em uma empresa global de ciência e tecnologia. Ao mesmo tempo, a arquitetura da marca empresarial foi simplificada. Fora dos Estados Unidos e do Canadá, a empresa irá operar de maneira uniforme como Merck.

“A Merck mudou profundamente nos últimos dez anos”, enfatizou Karl-Ludwig Kley, presidente do conselho executivo e CEO da companhia, que tem sede na Alemanha. “Evoluímos de um clássico fornecedor de produtos farmacêuticos e químicos para uma companhia global de tecnologia. Com a nossa combinação única dos negócios de biofarmacêutica altamente especializada, de ciências da vida e de materiais de performance, hoje, estamos em posição de oferecer soluções para apoiar megatendências globais como saúde e digitalização. A revisão completa da nossa identidade de marca tem a finalidade de comunicar essa nova direção em relação a nossos clientes, parceiros e potenciais funcionários. Queremos ser reconhecidos e permanecer visíveis como Merck em todo o mundo, de modo a fortalecer a nossa reconhecida marca. Para isso, temos que abandonar deliberadamente os recursos desatualizados e focar em uma imagem jovem e atraente.”

O investimento na marca Merck é parte do “Fit for 2018”, um programa estratégico de transformação e crescimento, que inclui o foco em empresas inovadoras, orientadas para a tecnologia, bem como a modernização e ampliação da sede global em Darmstadt, na Alemanha. Isso também envolve um tom de voz mais autoconfiante e ao mesmo tempo mais claro, refletindo o caráter da Merck e ligando seu orgulho em ter uma cultura de quase 350 anos com curiosidade científica e paixão pela pesquisa.

Com a introdução do novo design da marca, as divisões Merck Serono e Merck Millipore terão suas marcas, anteriormente independentes, eliminadas. No futuro, a Merck Serono irá operar como o negócio biofarmacêutico da Merck, e a Merck Millipore como o negócio de ciências da vida da Merck. “Na sequência das duas grandes aquisições, as marcas Merck Serono e Merck Millipore nos ajudaram a posicionar a dualidade de empresas já existentes e adquiridas no mercado. Conseguimos fazê-lo. É por isso que estamos voltando à marca original pela qual somos conhecidos por quase 350 anos,” acrescentou Kley. As marcas de produtos, tais como Erbitux ou MilliQ, não serão afetados por essa mudança.

Em seus esforços de reposicionamento de marca, a Merck contou com o suporte da FutureBrand, uma agência de marca líder que presta consultoria para marcas como Bentley e Nespresso, entre outros, e também trabalhou nos Jogos Olímpicos de 2012, em Londres.

merck 2

Novo CEO global

Esta semana a empresa anunciou globalmente a nomeação de Stefan Oschmann (58) como novo Presidente do Conselho Executivo e CEO da Merck. Oschmann deve assumir o novo posto em 29 de abril de 2016, durante a reunião geral. Ele é o sucessor do atual CEO, Karl-Ludwig Kley (64), que se aposentará depois de nove anos à frente da companhia. Stefan Oschman é membro do Conselho Executivo da Merck desde 2011.

Antes de ingressar na Merck, Oschmann trabalhou por mais de 20 anos para a farmacêutica MSD. Ele é presidente da IFPMA (Federação Internacional de Fabricantes e Associações Farmacêuticas) e vice-presidente da EFPIA (Federação Europeia das Associações e Indústrias Farmacêuticas).

Inauguração do Centro de Inovações

Outra novidade é a inauguração do Centro de Inovações, em Darmstadt, na Alemanha, que tem como papel principal promover tanto o potencial de inovação dos colaboradores da Merck como oferecer a inovadores externos a oportunidade de desenvolver suas ideias com o apoio da empresa. Ao longo dos próximos cinco anos, a Merck investirá cerca de € 1 bilhão nas instalações de Darmstadt. Deste montante, € 17 milhões serão destinados ao novo Centro de Inovação e € 69 milhões, para as futuras instalações.

Fonte: Merck

Foto: Divulgação



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