Q-Connect: meaningful brand positioning

Leaving a Mark for the Next Generation

The Brief:

Q-CONNECT® is one of Europe’s leading brands of office and business supplies, used daily in over 20 countries.

“This position gives us the responsibility, but also the opportunity, to ensure we protect the environment for future generations. In order to do so, we will reposition our brand around sustainability and focus on the whole supply chain, from start to finish. We want Cojak to guide us on this journey and make our mark.”

Because we believe in the power of participation, we laid the foundations and defined our Sustainable Development Goals during an intensive workshop with representatives of Q-CONNECT®’s 6 shareholders in Frankfurt. The collaboration with Cojak allows Q-Connect to set goals for their value chain in the next few years, including assessments and innovations, in order to enable sustainable growth and learning as a brand.

Our Job:

Cojak’s job is to coach the management team to actively integrate sustainability into the business operations of the members and into the Q-CONNECT brand identity. That is a very important exercise not only for INTERACTION, but also for all members, as it will have long term effects.

“I am impressed with this finalised document. It really hits the right note and is well presented. I’m sure it will be useful to everyone in their marketplaces and help to drive sales of the brand whist achieving some good at a time when the demand for it is on the rise. I’m really pleased to have been part of the process…”

Julie Hadley – CSR & Social Value Manager| Banner

Our roadmap?

We decided to tackle this important and meaningful brand question in 3 phases:
1. Do an internal branding exercise to give sustainability a central role in their long-term brand positioning=> uniformity local/common assortment
2. Create a long term communication road map and redefine their brand identity => uniformity in communication/marketing
3. Create a marketing strategy and communication to our clients => long term client commitment, confidence in their choice.

A meaningful journey

We are off on a dedicated mission to let Q-Connect make a mark for the next generation…
Do you want us to guide you to make your meaningful mark?

Let’s talk  👉