Obi's new brand strategy will be managed from Vienna across Europe

Obi is reorganizing its brand strategy. This will affect the logo and brand identity — which will be rolled out in a pilot market in Cologne-Pesch — as well as the international brand and marketing structure. To this purpose, Germany’s second-largest home improvement retailer has established a new Creative Core, headquartered in Vienna, Austria. This move is intended to more closely integrate the brand’s creative development with the customer experience strategy and international brand management. At the heart of the transformation is the conviction that the brand, market experience, and services are not isolated topics, but must be conceived as an interconnected system.

Obi headquarters also announced that clear governance structures would be established in parallel to systematically manage the customer experience across all touchpoints. Specifically, this means that the brand…