marketing natives event #1 branding & design walter stulzer

creating brand experience creating brand experience creating brand experience

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NOSE – creating brand experience

Das Ziel

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NOSE – creating brand experience

Die Theorie

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NOSE – creating brand experience

Das Werkzeug

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Corporate Identity: Marken strategisch ausrichten und klar positionieren.

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Erlebniskette: Das Markenversprechen an den Kontaktpunkten erlebbar machen.

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Corporate Design: Erlebnisse wiedererkennbar markieren.

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NOSE – creating brand experience

Die Praxis

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Die Ausgangssituation.

Nach dem Grounding der Swissair im Oktober 2001 wurde 2002 die Swiss International Air Lines AG (nachfolgend SWISS) gegründet. Die ersten 10 turbulenten Jahre von SWISS waren geprägt vom klaren Ziel der Profitabilität. Nach dem erfolgreichem Turnaround gibt die Schärfung der Positionierung den für die Herausforderungen der Zukunft dringend nötigen Fokus.

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Die Positionierung

We are the airline of Switzerland. Our Swiss commitment to quality means we can deliver a consistent, high-grade product and service at all touch points. Because we are smaller, we can better emphasize personal service and customer intimacy.

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Entwicklung der Markenwerte

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Glaubwürdigkeit Credibility

Ehrlichkeit Genuineness

Diskretion/kultiviert Discretion/

cultivated style

charmant charming

Zuverlässigkeit Reliability

Sorgfältigkeit Accuracy

Hochwertigkeit High value

“klein aber fein” “Small but

superb”

Fürsorge Care and attention

SWISS Brand Tracker: Brand value driver

Natur Nature

Tradition Tradition

Spitzenqualität Top quality

Neutralität Neutrality

Sorgfalt Accuracy

Zuverlässigkeit/ Seriosität

Reliability/ Seriousness

Ordnung/ Sicherheit

Order/Safety

Respekt Respect

Diskretion/ Zurückhaltung

Discretion/ Reserve

Produkte Products

Exklusivität Exclusivity

Stabilität Stability

Sympathie Likeability

Glaubwürdigkeit Credibility

Überschaubarkeit Practical size

HSG Swissness Study: Brand value driver

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Entwicklung der Markenwerte

NOSE - creating brand experience

“Reliability” and “seriousness” are hygiene factors and are therefore

not included here.

ORDENTLICH TIDY

DISKRET DISCREET SORGFÄLTIG

ACCURATE

ZURÜCKHALTEND RESERVED CAREFUL

GENUINE CHARMING DISCREET HIGH-QUALITY

SORGFÄLTIG AUTHENTISCH CHARMANT DISKRET HOCHWERTIG

Red: Brand-relevant airline attributes Green: Brand-relevant Swissness attributes

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Entwicklung der Markenwerte

We do things properly or we don‘t do them at all. It‘s the small things that bring us closer to our guests. We are true to ourselves and don‘t pretend to be something we aren‘t.

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Das Wiedererkennungsmuster des SWISS Corporate Designs.

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Das Wiedererkennungsmuster des SWISS Corporate Designs.

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15.04.14 38 NOSE - creating brand experience Crew

creating brand experience creating brand experience creating brand experience