Company and brand that transcend the business

Repositioning of corporate brand


The challenge

Cosentino, a global leader in high value surfaces, needs to demonstrate that it is much more than its flagship commercial brands (Silestone and Dekton)
  • Be the umbrella for its current and future products and brands
  • Support the company’s global expansion
  • Display the social activities that the company is involved in

Our answer

A co-creative process involving more than 2,400 people from around 30 countries

Through a dedicated online platform, workshops and sessions, interviews and surveys, Cosentino’s values were adjusted-the few that there were to focus on, and the corporate brand’s position established.

Business intentionality was given to the brand by Cosentino owners and managers, and shape and relevance given among the various audiences.

The results

A positioning that synthesises the company’s values, and serves as a lever for global business growth
Over these years, Cosentino has:
  • Adapted its mission and vision to ensure alignment between culture, values and promise
  • Successfully launched Dekton (an ultra-compact surface) under the Cosentino umbrella
  • Tripled its Cosentino Centres network across the world