International Marketing Strategy Cultivates A World-Class Brand, Built To Scale

The Situation

Verisure had an entrepreneurial spirit that had allowed it to expand into 14 different markets and given it a customer retention rate of over 90%, but in doing so had lost its sense of a singular identity:



  • Verisure had 14 different logos, colour pallettes, and websites despite a single core product offering

  • Messaging and advertising had not been consistent, which meant higher costs than necessary and low market penetration

  • Due to the entrepreneurial culture within Verisure, communication across territories was suboptimal which had led to reduced organisational capability

The Solution

Kimberly defined a roadmap in partnership with other aspects of the organisation, including R&D, operations, and others, to support a clear and effective USP:



  • Working with a London-based advertising agency, multiple campaigns were created based on the brand strategy and then rolled out in a way that allowed for small differences between markets to give each its own unique point of view while remaining consistent

  • Integrating the global marketing team, increasing communication and enabling learnings to be shared across territories

  • Hiring hackers and ex-burglars led to a greater understanding of the threats and allowed for a more powerful product and the story behind it

The Result

Kimberly’s work led to Verisure becoming one, consistent global brand across its 14 markets, resulting in:



  • Consistent online and offline advertising across markets leading to a 25-30% increase in lead generation
  • Media buying efficiencies created at a cost saving of over €1.5M

  • Development of a crisis comms plan and messaging, an e-reputation strategy, and comms guidance and support for local markets around key product launches, driving penetration +22%

  • The creation of a leading platform for innovation and brand strategy derived from a deep understanding of customers, clearly segmented with an ownable and understandable focus, enabling a significant growth opportunity over the next few years

Multi-Country Solution - Leveraging resources from:

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