German Brand Award 2019
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.
German Brand Award 2019
Digital transformation requires reorientation of the brand
- Berlin, 6 June 2019
- German Brand Award 2019 Winner
- Category: Excellent Brands/Industry, Machines & Engineering
- Brand development of Schubert Packaging Machine
GERMAN BRAND AWARD 2019
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
Steffen Ruess, Managing Partner of the Ruess Group, considers the award to be a confirmation of his belief.
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.