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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
NOSE - creating brand experience
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 31 NOSE - creating brand experience Uniformen
15.04.14 32 NOSE - creating brand experience Magazine
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15.04.14 38 NOSE - creating brand experience Crew
creating brand experience creating brand experience creating brand experience