Problem
Montanwerke Brixlegg AG, Austria’s only copper smelter with over 560 years of history, was facing a fundamental challenge: its business model was heavily dependent on external factors. Fluctuating market prices and high energy costs were making the recycling business increasingly unprofitable. Despite an impressive sustainability record—thanks to the exclusive use of 100% secondary raw materials and the company’s own hydropower plants—this achievement was barely recognized by the market. For many customers, the product appeared to be ordinary copper—just more expensive than copper from mining. A clear positioning and differentiation from competitors were lacking.
Lösung
Together with the Montanwerke team, we developed a forward-looking strategy to position the company as a pioneer of green copper in the international B2B market. At the core was a robust sustainability strategy, supported by a materiality analysis, the accounting of the product carbon footprint, and the development of a circular business model – with concrete measures such as the introduction of a material buy-back system.
The new claim “Championing Circularity” became the unifying theme of a comprehensive communication strategy that redefined the company’s identity—both internally and externally. We supported the transformation on all levels: from rebranding and website relaunch to sustainability reports, employer branding, and LinkedIn strategy, all the way to internal training for the sustainability team and building political visibility. In parallel, the sales strategy was refined to establish a premium pricing structure in the market.
Impact
The transformation quickly showed results. Instead of operating on low margins, Montanwerke Brixlegg AG was now able to win new international clients—including in the US and Japan—who were willing to pay a premium for low-emission copper. With around 85% less CO₂ emissions than the global average, the product became a true competitive advantage.
The impact was also felt internally: employees identified more strongly with the newly aligned company, which had clearly committed itself to the circular economy. The employer brand gained significant traction, reflected in an improved reputation in the region and reduced employee turnover.
Montanwerke Brixlegg AG thus evolved from a traditional raw materials business into a strategically positioned pioneer of circular value creation – with measurable success and a clear vision for the future.
