Shaping our future today.

Are you ready? Today represents an exciting opportunity for our Miele team and company. Now is the time to empower our brand for even greater success in the future.

We are Miele, and this is what we believe in.

To create your future, you need to understand who you really are. That’s why we uncovered our beliefs – the values and convictions we hold to be true, and defined our purpose – our reason to be. 

Watch our brand manifesto now and feel free to share it inside and outside of our company with your colleagues, family and friends.
 

DOWNLOAD BRAND MANIFESTO

Uncover the new Miele brand strategy.

Learn about today’s challenges. 
Find out about our new vision, purpose, and beliefs.  
Discover how we will create a future premium brand experience.

We are one of the most successful premium brands in the world.

Miele is the most successful brand in our industry – and one of the most successful premium brands in the world. We’re built on the dedication of
over 19,500 employees and 118 years of history. But although we’re proud of what we’ve achieved, there’s no time to rest. Lifestyles,
technologies, and markets are changing at a rapid pace. Which is why we’ll always work hard to be “Immer Besser”.

What customers expect from premium brands in future.

Our success is built on uncompromising quality, industry-leading design, and a commitment to stay true to ourselves. But our future customers around the globe expect more from premium brands. Our future brand needs to live up to a variety of future success factors to stay ahead.

Quality
Reliable solutions that are made to last.

Authenticity
Stay true to your principles
in changing markets.

Design
Perfect form and function.

Consistency
Consistent brand, product and service experiences.

Simplicity
Throughout design and communication.

Personalization
Services and solutions made to measure.

Experiences
Immersive experiences beyond products.

Creativity
Innovative convincing ideas.

We make the Miele brand
“Immer Besser”.

Based on our unique company culture and with our minds set to globally changing customer demands, we take the Miele brand to the next level. We created a future picture of our brand. It defines what people can expect from us going forward and helps us establish desirable and valuable premium experiences.

To create our future, we must understand our past.

Immer Besser is rooted in our DNA.

Change is part of our nature. We don’t wait for change to happen, we drive it. Immer Besser is a bold promise. We never stop evolving and constantly develop excellent and unrivaled solutions that exceed our customer’s high expectations.

Sharing a personal promise.

Over the last century, the Miele brand has been shaped by Rudolf Miele and Dr. Peter Zinkann. Like each of us, they took the Miele business and brand promise personally. And there’s no one better to show us how Immer Besser  is so deeply embedded in Miele’s DNA than Dr. Peter Zinkann himself.

Setting the future direction.

Like every generation before, we need to answer what it will take to be Immer Besser in the future. To reveal our brand’s direction, we engaged people throughout the company, held workshops, and conducted in-depth interviews. 

Today’s vision:
To be the most coveted brand in all relevant markets.
We discovered that our current vision limits our thinking.
We need to aim higher. We need unlock our full potential.

Vision. This is our goal for the future. It provides our company, employees, and partners with clear guidance and creates a framework for our actions.

World:

We consider the world our market.
We create solutions for international customers. 
We measure up to global brands.

Trusted:

We remain the most trusted brand in established markets.
We earn people’s trust in new markets.
We measure our own actions by the trust they inspire.

Desirable:

We aim to become the brand of choice for the mind and the heart.
We maintain quality and invest in excitement.
We measure our own actions by the desirability they inspire.

Premium:

We transcend traditional product and service categories.
We measure up to premium brands in other industries.
We invest in the premium perception of our brand.

To reach this ambitious goal, we need a crystal-clear understanding of the things we offer that no one else can match. Why are we in business? What is our purpose?

Purpose. Our purpose drives our vision. It explains why we exist and what we offer our customers. It helps us to put our vision successfully into practice.

Create:

We use our creativity to open up new opportunities for our customers.

Delightful:

We aim to delight our customers at every touchpoint. 

Experiences:

We create seamless systems of products, services, and solutions.

Redefine:

We never rest and continuously improve ourselves.

Excellence:

We are a market leader and aim for the best.

Every day, everywhere:

We perform at every touchpoint, every time.

It takes a strong culture to do the things we do: to uphold the values we hold to be true and believe in across every customer interaction, every major decision, and every little detail.

Beliefs. These are our values and convictions. They guide how we do things, work with each other, and interact with our customers.

 

We stand on our own feet 
and grow as a family company.

Beliefs

We love what we do. 
We aim for the extraordinary.

Beliefs

We make meaningful inventions. 
We create for people.

Beliefs

We consider every detail. 
People can count on us.

Beliefs

We work better – together. 
We take care of each other.

Beliefs

We do things differently. 
We do things better.

Creating a consistent brand experience

To put our strategy into action, we need to think from our customers’ perspective. We must shape every single customer interaction with our brand. When we do so, we have the opportunity to build deeper relationships every time customers see one of our ads, visit our stores, use our products and services, or call our customer service.

You are Miele.

Bringing our new strategy to life depends on each and every single Miele employee. This is why we are planning activities across the entire company, including action plans for every department and division.

More information is coming soon.

Get Ready.