Two brands, one vision
How Green helped ABEMEC and AGROMEC grow from strength
The collaboration between ABEMEC and Green Communication began in 2003, when director Hans Quint engaged Green for the repositioning of the mechanization company. The new brand positioning, “Always in Motion”, emphasized service, innovation, and agriculture-focused mechanization. The result? Strong growth in market share and national coverage.
Since 2003, Green has provided ABEMEC with ongoing support – both strategically and in the realization of communication tools and activities. In 2019, Quint once again turned to Green with a strategic challenge: the split of ABEMEC into two distinct entities. This resulted in:
Green developed a distinctive positioning and brand identity for both companies, aligned with their audiences and strategic goals.
For AGROMEC, the positioning “Fendt Farming” was introduced: a brand promise linking the exclusivity of the premium Fendt brand with AGROMEC’s professional support of Fendt farmers.
For ABEMEC, Green formulated the brand essence “Tailor-made Mechanization”, built on advice, analysis, and guidance in mechanization choices – fully aligned with the farmer’s practice. The tailor-made concept was also carried through at AGROMEC: Fendt Farming, tailor-made.
Both brands were launched on a large scale during an employee event at the Brabanthallen, hosted by Christel de Laat. The repositioning created clarity both internally and externally – and laid the foundation for further growth.
Since their launch, both ABEMEC and AGROMEC have performed beyond expectations. The strategic choices in positioning and brand identity, guided by Green, provide a solid basis for sustainable growth in Dutch agricultural mechanization.
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