Cosentino
Building a Corporate Brand to Support Global Growth
Through a global co-creation process, we aligned corporate purpose, business ambition and brand strategy to support Cosentino’s international transformation.
- Brand: Cosentino
- Geographic Scope: Global
- Sector: High-value surfaces, architecture and design
The Challenge
Cosentino needed to demonstrate that it was more than its flagship product brands, Silestone and Dekton. The corporate brand had to express the organisation’s ambition, endorse its growing portfolio and support international expansion.
Our Approach
We designed a global co-creation process involving more than 2,400 employees, leaders and stakeholders. Together, we defined the company’s values, corporate purpose, positioning and the future role of the Cosentino brand.
The Impact
Cosentino gained a corporate platform capable of aligning culture, business strategy and market expression while supporting new products, markets and stakeholder relationships.
Our Relationship
A senior-level strategic partnership combining corporate brand definition, stakeholder engagement, co-creation and practical guidance for implementation.
The Challenges
This is a basic text element.
Company
Cosentino had grown into an international organisation, but its corporate identity did not yet fully represent its culture, scale, commitments or future ambitions.
Business
The company needed a stronger corporate platform to support international expansion, endorse new product brands and build relationships with a wider group of stakeholders.
Brand
Cosentino was often perceived primarily through Silestone. The corporate brand needed to become meaningful in its own right without competing with the commercial portfolio.
Our Approach
We developed and facilitated a global co-creation process that included:
Company and Business
- Corporate purpose and values
- Mission, vision and organisational ambition
- Stakeholder expectations
- Internal culture and behaviours
Branding
- Corporate brand positioning
- Corporate and product-brand roles
- Brand promise and strategic narrative
- Principles for global implementation
Support
A dedicated digital platform, interviews, workshops and surveys enabled participation across countries and organisational levels.
Transformation and Growth
Some key figures since the completion of the project
+
Million euros Revenue in 2025
+
Cosentino Cities & Centres
+
Employees across 84 nationalities
%
Recycled water used in production
Since the end of this project, Cosentino has almost quadrupled its revenue while expanding its global commercial network from 53 Centres to 175 Cities and Centres worldwide.
The Impact
Specific Project Achievements
Company
The new corporate platform:
- A shared purpose which, whilst still evolving, has been established as the company’s cornerstone
A synthesis which enables the company to imagine and anticipate the future, whilst remaining true to its history and legacy - Provided common criteria for cultural, brand, and brand decisions
Business
The new corporate platform:
- Supported the launch and endorsement of Dekton
- Strengthened the basis for international expansion
- Accompanied the growth of Cosentino’s global network of centres
- Created a clearer connection between corporate commitments and commercial ambition
Brand
Cosentino brand gained:
- A meaningful corporate positioning
- A clearer role within the brand portfolio
- Greater coherence between culture, purpose and expression
- A platform capable of engaging employees, customers, partners and wider stakeholders
- A corporate brand prepared to endorse existing and future propositions
"Allegro 234 strategic vision, creativity and methodologies are difficult to find, if not impossible to match. It’s rigor and enthusiasm were an inspiration for me."
Santiago Alfonso Rodríguez, VP Strategic Communication & Corporate Reputation
Thinking about taking your business and brand to the next level?
Ready to Transform
Your Business
and Your Brand
Curious about how we can support you along the way?