Anyone who walked through Germany with open eyes at the beginning of 2023 would sooner or later inevitably come across a colorful, animated logo with the lettering IQONY. IQONY—never heard of it? That is no surprise, because behind this name lay a completely new brand. Its parent company is STEAG, Germany's fifth-largest energy provider, which invented a completely new brand for its more sustainable business areas. Starting from scratch, then. A total risk.
Such a "birth" of a brand is, of course, a super exciting experiment. In this episode of Sustainable Brand Stories, we take a closer look at it together with Christoph Dollhausen. The Head of Communications and Marketing at Iqony played a key role in launching the brand and can therefore report live from the "engine room" on how to build a completely new sustainable brand from the ground up in just eight months.
Christoph will also reveal why his company took the risk of a brand split in the first place, how he intends to bring IQONY's brand messages to the masses, what role Strichpunkt played in all of this, and what new insights his mountain bike helped him gain.