German Brand Award 2019
German Brand Award 2019
For Schubert packaging machines
Continuity in brand management in combination with state-of-the-art digital tools pays off: The decades of close collaboration between the management and the marketing team of Schubert Packaging Machines in Crailsheim and the Ruess Group agency in Stuttgart was recently honoured with the German Brand Award 2019. The management consultancy and agency specialising in international marketing received the award as winner in the “Excellent Brands/Industry, Machines & Engineering” category for the brand development of Schubert Packaging Machines. On the evening of June 6, 2019, the German Design Council and the German Brand Institute in Berlin presented the international awards in several categories to the most innovative brands, for consistent brand management and sustainable brand communication.
Gerhard Schubert, founder of the company, which now has over 1,300 employees worldwide, recognised the importance of brand management and marketing at an early stage. He was one of the first in the packaging industry to systematically conduct international marketing and has been working with Schott Relations, now the Ruess Group, as a close sparring partner since 1978. Since its foundation in 1966, Schubert has been the innovation leader in packaging machine manufacturing and since 1985, has consistently relied on robotics and intelligence instead of pure mechanics. Today it is essential to constantly advance the topics of Industry 4.0 and digitalisation in mechanical and systems engineering with technical innovations, and to sharpen the positioning of the family-owned company in its second generation worldwide. In 2015, the challenge for the client and the agency was to create a new contemporary brand identity.
» B2B COMMUNICATION IN PARTICULAR IS ABOUT ARRIVING IN THE DIGITAL MODERN AGE. THERE ARE MANY SO-CALLED HIDDEN CHAMPIONS IN GERMANY. WE REALISE THE ENORMOUS POTENTIAL THAT DIGITAL TRANSFORMATION OFFERS FOR MARKETING – AND WE THEREFORE SUPPORT THESE COMPANIES IN ACHIEVING GREATER VISIBILITY «
Interdisciplinary and agile teams for integrated brand strategy
The agency’s services for Schubert require effective communication of the high technical complexity in the Industry 4.0 environment and the certainty for customers that a Schubert machine represents a future-proof investment. In the course of the brand’s reorganisation, the Ruess Group developed an up-to-date brand definition for the visionary and current world market leader with the help of archetype analysis and uncovered the DNA of the brand: the magician. With this brand personality as a foundation, the brand territory was defined: “Working together on the future to succeed in the present.”
Implementation of the new brand definition
The Ruess Group started with a new corporate design and logo under the Schubert brand, as well as a modular exhibition system for up to eight international trade fairs per year. All international campaigns, content marketing, international public relations and also the Sequence publication, the annual Schubert customer magazine with some 80 pages, which is considered the industry bible, consistently pay tribute to the new Schubert brand. In 2016, the Ruess Group also supported Schubert on its 50th anniversary at a major event with 1,200 customers, employees and business partners. The last building block of the new brand presence was the new Schubert Web World, which went online in autumn 2018. The user moves within an information network and no longer mainly along hierarchical information structures. An innovative cross-channel and country-specific marketing analysis monitors the success of all marketing activities.
German Brand Award 2019
Offered by the German Design Council and the German Brand Institute, the German Brand Award is divided into two competitions: “Excellent Brands” awards the best product and corporate brands in an industry. “Excellence in Brand Strategy and Creation” honours the strongest campaigns, concepts and strategies of individual disciplines. Furthermore, the honorary prizes “Brand Manager of the Year” and “Brand Personality of the Year” are awarded.
The jury is made up of independent, interdisciplinary experts from companies, science, consulting, services and agencies. The evaluation of the submissions is based on the criteria of autonomy and brand type, brand distinctiveness, differentiation from the competition and target group relevance. Brand management should consider aspects such as sustainability, degree of innovation, continuity and future viability. Factors such as the design quality of the brand appearance, the homogeneity of the brand result and the economic success also play a decisive role in the jury processs.
German Design Council – the initiator
The German Design Council is one of the world’s leading centres of expertise for communication and knowledge transfer in the field of design, innovation and brand. Its circle of founders currently includes more than 300 companies. The German Design Council was founded in 1953 on the initiative of the German Bundestag to strengthen the design expertise of German industry. Its multifaceted activities pursue one goal: To communicate a sustainable increase in brand value through the strategic use of design.
German Brand Institute – the awarding authority
The German Brand Institute Foundation was jointly established by the German Design Council and GMK Markenberatung. Its aim is to strengthen the importance of the brand as a decisive factor for the success of companies in the national and international competitive environments. With the German Brand Award, the foundation presents a unique award for outstanding brand management.