Vivenge provides products and services for rebranding purposes of various organizations. The company is a one-stop-shop for durable visual identification as they provide both outdoor (outdoor signage, small architecture) and indoor visual identification (durable indoor signage, furniture, small architecture) as well as related services (e.g. installation, logistics).
The current standard pattern of visual industry’s operations requires the company that installs the new products (e.g. signage) to disassemble the previous one. This means that in most cases the visual identification company is responsible for the end-of-life product of someone else. In most cases, the customer is not interested in the choice of materials used in the process, with price being the number one factor in the purchasing decision.
In every disassembly and utilization practice Vivenge recovers the resources from the products using their own sorting facility. Most of the resources are then sold to recycling companies. Part of the reclaimed materials are processed and sold to specific companies that use it as a feedstock for their production.
Part of the reclaimed parts is reused once again without the need for recycling. This particularly concerns metal poles and pylons, displays and power supplies. Each of the parts reclaimed are examined for their quality and given the exact same guarantee as for the newly produced part.
“The production of advertising materials is unfortunately not environmentally friendly. Therefore, it is necessary to implement preventive measures so that the smallest amount of this production, in the form of waste, goes to landfills.”
The current approach has focused on the enhancement of the brand image through rebranding processes in the cost-oriented market.
Several enablers may support the implementation of sustainable initiatives in the industry. This particularly concerns the product itself that is easy to disassemble, segregate and recycle or reuse. Vivenge’s business model has important traits that make it easily adaptable to incorporate circular elements beyond what has already been done.
“Well-performed rebranding is like alpine climbing – it is not always successful. It is important to choose the time of entry and the path that we will climb, the selection of partners where their experience and absolute discipline matters very much.”
Circular Economy Business Models
As for the time being the sustainability elements already incorporated in the business model are not captured in the customer value. The circularity level in the industry could be raised and Vivenge decided to incorporate a more advanced approach to their business through the ‘Brandbility’ programme. This certification programme tried to tap the corporate clients need for more sustainable operations and the final consumers growing interest in environmentally friendly corporate behaviour.
The programme’s goals were to: optimize the number of materials and parts used, standardize the materials and parts used, implement materials and parts identification system, limit the disassembly time and limit the use of dangerous materials.