One of the very few things that are certain in life is change, and in the business world, change is not only sometimes unpredictable, but it can also be swift. However, whereas good leaders survive change, great leaders thrive in it. A paragon of such leadership is Tomas Alonso, CEO of BSH Middle East, for the brands Gaggenau, Bosch, and Siemens.
Since its introduction to the region, the influence of the Gaggenau brand has been nothing short of exceptional. Having no previous brand presence in the Middle East despite its global reach, Gaggenau’s exponential growth in the region is due directly to Alonso and his team.
“I arrived in Dubai in 2017. At that time, the first thing I told my people was: We are going to start something new, and we need to do it well. Be ready because it will take time….”
Years later, after navigating through an introduction to a nuanced market, a global pandemic, and a brand reinvention, Gaggenau is now the leading luxury brand for professional-grade home appliances. Alonso and company have delivered a masterclass in adaptation with the success of Gaggenau.
“It was important to come, see and listen to the people involved. Only after that were we ready to initiate changes in the business.”
Understanding the wants and needs of the market and genuinely catering to them has paid dividends. They have taken a brand with a prodigious legacy and heritage – established in 1683 – and reinvented it for a new region to significant effect.
Even though this market is renowned for its affluence, the Gaggenau team did not just distastefully play into this trope as many newcomers have guilelessly done.
“We increased our communication approach in a completely different manner than before, and thanks to that, we increased our brand awareness to a reduced, selective and targeted audience.”
So, what does this different communication approach look like?
A bold and imaginative reposition of a luxury brand for professional grade home appliances into a high-end creative lifestyle brand. More than merely communicating the high-quality nature of their products, they strategically chose to tap into an aspect of lifestyle that is synonymous with high society, art.
The culmination of this new approach came in the form of an all-encompassing campaign idea – ‘All in Great Taste’. This notion was designed to transcend the confines of culinary excellence and permeate into all the aspects of the luxury lifestyle.
By leveraging Gaggenau’s artisanship in design and craftsmanship, Alonso and his team suffused an artistic soul into a brand that provides premium products for the heart of the home. This original adaptive thinking led to a significant increase in the brand’s presence in the region. This same ingenuity saw Gaggenau thrive even with the sudden arrival of a global pandemic.
Understanding that consumers were increasingly exercising their culinary nous, they highlighted the artistic potential of every plate.
“The pandemic has changed how people work, communicate, shop and spend their free time. As a result, Gaggenau’s customers all around the globe have changed their relationship with the brand.”
Gaggenau’s recent Blank Canvas dining experience further cemented the new artistic brand approach. This meticulously orchestrated evening was an elegant and befitting expression of this new direction.
What could readily be described as a synergy between fine art and fine dining, the Blank Canvas event was an artistic medley between chef Hadrien Villeudieu and artist Kaveh Ahangar for a contingent of influential guests.
As each course was served, guests were served with a piece of art designed to complement what was on their plates. This was evident as the colours of luxurious wood, leather, and metals associated with the Gaggenau lifestyle effortlessly emanated through the dinner.
On the one hand, the event showcased Gaggenau’s superior culinary capabilities, and on the other, it delightfully displayed the brand’s elegant aesthetic and design. Dubbed ‘An Exploration of Inspiration’, it challenged guests to reimagine gourmet gastronomy through art.
“The Gaggenau brand is a catalyst of inspiration, inspiring culinary excellence, inspired by avant-garde design, and constantly creating new forms of expression.”
The Blank Canvas dining experience typified the ingenuity and boldness of the Gaggenau team and was the epitome of a brand that relishes adapting to change.
Alonso reveals that they plan to expand into neighbouring markets such as Qatar and KSA. The brand’s performance suggests that they are more than prepared to adapt to what is to come.
It is clear that Alonso has curated the right team with the right skillsets and trusted them to not only adopt but adapt to this new and brave brand direction, which is a clear hallmark of a great leader.