Outstanding Brand Leadership - LiSEC won at the German Brand Award 2017
On June 29th, the German Brand Award was awarded in Berlin for the second time. With the trade fair concept of the glasstec 2016, LiSEC was honored as the “Winner” in the field of “Brand Fairs, Exhibitions & Events“ and with its new industrial design, LiSEC was honored as “Special Mention” in the field of “Brand Design“.
LiSEC is not only “best in glass processing“ but also “best in brand leadership“. Both submitted projects convinced the jury and prevailed against numerous cross-industry submissions: the trade-fair appearance at the glasstec Düsseldorf in 2016 was awarded as the winner in the category “Brand Fairs, Exhibitions & Events“ which is equivalent to the second place. The revised industrial design won the award “Special Mention“ in the category “Brand Design“ which would equate to the third place. “I am particularly proud of the two awards that we won. For me, that means that we are ‘best in’ in the field of marketing and product design – according to our slogan ‘best in glass processing‘.“ says Othmar Sailer, CEO of the LiSEC Group.
The Award
The German Brand Award is a prize for successful brand leadership in Germany. With a gross reach of more than 70 million contacts and more than 900 submissions, the award enjoyed a great deal of attention already in 2016. The contest is initiated by the German Design Council that ranks among the world’s leading centers of excellence and knowledge transfer in the field of design. The award is given to innovative brands, consistent brand leadership and sustainable brand communication as well as to personalities and companies that are pioneering in the world of brands. The contest shall communicate the sustainable increase of the brand value by the strategic use of design.
Exclusively allowed to take part in the contest are companies that were nominated by the German Brand Institute, its brand scouts and expert committees. The awarding of the German Brand Award is decided upon by an independent jury consisting of brand experts from different disciplines: industry, university, agency, consulting as well as media.
“The German Brand Award is the first contest that covers all professional disciplines of the modern brand leadership and which is thus taking due account of the complexity of the brand management as well as of the fundamental importance of the brand for the corporate success,” explains Andrej Kupetz, Chief Executive Officer of the German Design Council.
Project Trade-Fair Appearance glasstec 2016
For the trade show design of the leading fair of the glass industry, LiSEC chose the reference to the world of music matching the slogan “best in glass processing“. Whether “Best in Rock“, “Best in Classic“ or “Best in Austropop“ – collections of the best and most successful hits of a band or a music genre are well-known and popular. The buyer of such a top album can rely on the judgement of the majority and will thus reduce the purchase risks and feel encouraged in his decision. This is exactly the psychological method the LiSEC marketing department was working with together with the agency SPS Marketing from Linz when elaborating the concept for the trade fair The LiSEC machines stand for the hits that are „best in“ in the respective categories. The motto “the best in“ ran through the entire trade fair appearance, from the vinyl cards as an invitation for the booth party including live band, to elements such as record covers, instruments and a working jukebox in the bar area of the two-story booth.
Project Industrial Design
LiSEC has relaunched its brand appearance in 2016. The brand agency Spirit Design systematically generated a holistic future-oriented new product design. The puristic product appearance was tailored to the brand and developed according to the principles of the “design-driven innovation“. The industrial design conveys the brand message clearly and unequivocally and makes it come alive. Every product design element plays an essential role in LiSEC’s brand identity. This includes the design language such as design and organization but also the materiality and surface. With the right forward-looking design, all elements (machines, detailed solutions, use of components as well as color schemes and positioning of branding) are helping consolidate LiSEC’s brand message.
