We do any kind of branding tasks
The branding tasks we have done in the last two decades had to solve very different branding challenges. The examples shown below give a good insight of some cases in industry, consumer goods and services.
An umbrella brand strategy for a conglomerate
Bucher industries is a world wide active industrial conglomerate with roots in Switzerland. An umbrella brand concept and brand redesign had to be developped to show the shared values, technologies and business principles of the group.
Dramatic rejuvenation of the Raiffeisen brand
Raiffeisen is a locally based retail bank and this remains its core business. The service range has however been developped and notably includes now private banking. These new services adress new target groups. The redesign had to make these extended services credible to a mainly cosmopolitan public and at the same time insure that the existing millions of loyal customers retain the trust in the bank.
Even luxury brands need continuous maintenance
Suvretta House the 5-star hotel is among the best luxury hotels in St. Moritz. The exclusive clientele that travels around the world has developed much higher expectations. Thus the competition from other destinations had increased. Communications had to be intensified and the brands presence vastly enhanced.
The strongest product brand defines the umbrella brand
For the 200 year old Zurich based media conclomerate the Neue Zürcher Zeitung NZZ is the reason of beeing. Therefore it became evident, that the acronym NZZ should continue to be part of the conglomerate's name even though the famous news paper does not deliver the highest profit contribution anymore.
A multy brand strategy provides more total market share
Very often the one-brand strategy is preferred. But the Westermann group for teaching material had throughout the last years acquired a series of very strong brands like Schroedel, Diesterweg, Schöningh and Winklers. But these brands have aligned more and more over the years by lacking a clear brand strategy. Hence the brands profiles had to be sharpened and visualized by a redesign.
Nobody doubts that brands are important for consumer and luxury goods. It is less known that brands are more and more crucial also in industry. Particularly in industry there is little scope for product design and technical differenciation. Thus the differencies between the competitors products are sometimes marginal.
Brands instead allow to enhance the products appeal with emotional elements. Also in industry buying decisions are not purely rational. Empirical studies have proofed price premiums of more than 10 % for strong brands.