Kaeser CompressorsCorporate Branding

Brand positioning and visual identity

For nearly 100 years, compressed air equipment manufactured by Kaeser Compressors has been synonymous with engineering excellence. Since entering the American market, this German brand has carved out a niche in a highly competitive field.


Determining the essence of the brand

After Kaeser came to us to help it develop a strong market position and corporate branding for the U.S. market, we worked to determine the “essence” of what makes Kaeser customers so loyal to the brand. Our research found that customers value Kaeser products for their ease of operation and maintenance as well as their energy efficiency, durability, and longevity.


Creation of a new brand platform

Creating a brand platform and visual identity for the American market, we wrapped these positive attributes into a single tagline:  Built for a lifetime.

Four little words that pack quite a wallop.  And because of its power, this highly effective tagline is now used by Kaeser throughout the entire English-speaking world.

And in keeping with the tagline’s essence, Kaeser’s strong brand positioning is likewise … “Built for a lifetime”!


Similar work

Important COVID-19 Announcement

At Mullin/Ashley, we’re very concerned about the well-being of our customers, employees, business partners and communities currently battling to control the COVID-19 (Coronavirus) threat.

Maryland Governor Larry Hogan announced that effective Monday, March 23, 2020, all non-essential businesses in the state must close their offices.  A follow-up pronouncement on March 30 instituted further “stay-at-home” orders for Maryland residents.

We are complying with these mandates.  In fact, in anticipation of the Governor’s announcements, we had already taken steps to reduce our social footprint by setting up all Mullin/Ashley employees to work from home, with no interruption in the delivery of services.

In addition, travel activities by our staff have been severely curtailed since early March.

By taking these steps, we’re committed to continuing to provide our customers with the services they need, even as we work to reduce our social footprint.

As of July, certain workplace restrictions have been lifted but social distancing mandates continue in force.  We are monitoring the situation on a daily basis and will continue to take all necessary steps to minimize the risks from the COVID-19 virus.  Thank you for your patience and understanding as we work collectively to control the Coronavirus threat.

— The Mullin/Ashley Team