{"id":14095,"date":"2022-06-09T08:44:12","date_gmt":"2022-06-09T06:44:12","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=174784"},"modified":"2022-07-27T11:35:43","modified_gmt":"2022-07-27T09:35:43","slug":"marque-re-shape-pour-les-appareils-menagers-souris","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2022-06-09\/brand-re-shape-fuer-siemens-hausgeraete\/","title":{"rendered":"Brand-Re-Shape pour les appareils m\u00e9nagers Siemens"},"content":{"rendered":"<img class=\"aligncenter wp-image-174789 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/06\/02_01_Siemens_Kitchen_empowering0.jpg\" alt=\"Appareils m\u00e9nagers Siemens\" width=\"1000\" height=\"707\" \/>Les exigences des consommateurs vis-\u00e0-vis des entreprises et des marques auxquelles ils font confiance ont consid\u00e9rablement augment\u00e9. Ils attendent des r\u00e9ponses aux questions sociales urgentes et souhaitent un progr\u00e8s utile. \u00c0 l'avenir, Siemens Electrom\u00e9nager veut tenir compte de cette mission sociale avec une image de marque rajeunie. Celle-ci sera pr\u00e9sent\u00e9e pour la premi\u00e8re fois \u00e0 l'Eurocucina, avec un nouveau film de marque, une campagne internationale d'image et de produits et un nouveau concept de vente au d\u00e9tail.\r\n\r\n\r\n<h3><strong>Changement des attentes du groupe cible<\/strong><\/h3>\r\nLa question de savoir ce que les gens associent aujourd'hui aux th\u00e8mes du \"progr\u00e8s\" et de la \"maison\" - des termes cl\u00e9s pour Siemens Electrom\u00e9nager - a rev\u00eatu une importance centrale pour le nouveau positionnement. Pour ce faire, la marque a command\u00e9 une \u00e9tude dans sept pays.\r\n\r\nLes r\u00e9sultats montrent que la pand\u00e9mie prolong\u00e9e, l'inqui\u00e9tude croissante face au changement climatique et la division de plus en plus visible de la soci\u00e9t\u00e9 ont amen\u00e9 87 pour cent des personnes interrog\u00e9es \u00e0 reconsid\u00e9rer leur conception actuelle du progr\u00e8s ainsi que leurs priorit\u00e9s. Plus de 70 % pensent que les gens devraient vivre et consommer plus consciemment et \u00e9viter la surconsommation et le gaspillage pour faire face \u00e0 la crise climatique. Une grande majorit\u00e9 d\u00e9clare avoir d\u00e9j\u00e0 commenc\u00e9 \u00e0 modifier son comportement chez elle en fonction de ces convictions. Par ailleurs, les \u00e9volutions de ces deux derni\u00e8res ann\u00e9es ont renforc\u00e9 l'importance de la maison pour beaucoup. Dans ce \"nouveau foyer\", la famille, la vie et le travail s'imbriquent de mani\u00e8re dynamique.<img class=\"aligncenter wp-image-174788 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/06\/GL_SIE_EBV_Empowering_preparation_Blog_Teaser_4_30.jpg\" alt=\"Appareils m\u00e9nagers Siemens\" width=\"1000\" height=\"750\" \/>\r\n<h3><strong>Concevoir un progr\u00e8s utile<\/strong><\/h3>\r\nAvec la marque Re-Shape, Siemens Electrom\u00e9nager souhaite s'engager pour un progr\u00e8s utile ainsi que pour le souhait de participer \u00e0 la construction d'un avenir plus durable. Dans ce contexte, les technologies intelligentes et la mise en r\u00e9seau croissante peuvent aider \u00e0 r\u00e9soudre une multitude de probl\u00e8mes qui vont au-del\u00e0 de l'individu. \"Avec notre focalisation sur la marque bas\u00e9e sur la recherche, nous pla\u00e7ons l'homme au centre : nous aidons les consommateurs \u00e0 ma\u00eetriser sans effort leurs d\u00e9fis quotidiens tout en atteignant des objectifs plus \u00e9lev\u00e9s\", explique Matthias Ginthum, Chief Markets Officer chez BSH Electrom\u00e9nager.\r\nLa campagne, qui est visible d\u00e8s maintenant sur tous les principaux march\u00e9s de Siemens, s'adresse \u00e0 un groupe cible d\u00e9crit comme curieux et ambitieux, orient\u00e9 vers le progr\u00e8s et la technologie.<img class=\"aligncenter size-full wp-image-174787\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/06\/GL_SIE_PIU_Empowering_bakery_M66_3E_01860.jpg\" alt=\"Appareils m\u00e9nagers Siemens\" width=\"1000\" height=\"667\" \/>\r\n<h3><strong>CD : plus de force, plus de proximit\u00e9<\/strong><\/h3>\r\nPort\u00e9e par cette id\u00e9e d'un progr\u00e8s porteur de sens et d'objectifs ambitieux, une nouvelle identit\u00e9 visuelle a vu le jour : la combinaison du bleu profond, du blanc pur et du p\u00e9trole Siemens doit donner des impulsions de couleurs fra\u00eeches. De plus, le design de la marque utilise la force de la typographie et du langage visuel pour cr\u00e9er une image plus dynamique et plus moderne.\r\n<h3><strong>Une utilisation \u00e0 grande \u00e9chelle<\/strong><\/h3>\r\nApr\u00e8s la premi\u00e8re \u00e0 Eurocucina, le nouveau design de la marque sera pr\u00e9sent\u00e9 sur d'autres salons internationaux comme l'AWE en Chine et l'IFA \u00e0 Berlin. En outre, il sera utilis\u00e9 dans plus de 8'500 magasins de marque, magasins phares, showrooms et shop-in-shops dans le monde entier. Comme la campagne globale accorde une grande importance au contact direct avec le consommateur final, un accent particulier est mis sur les m\u00e9dias sociaux - Instagram, YouTube, Facebook et LinkedIn - ainsi que sur les canaux propres. En l'int\u00e9grant directement dans les th\u00e8mes de la marque \"Progr\u00e8s\" et \"Curiosit\u00e9\", l'objectif est d'atteindre un large public et de cr\u00e9er davantage de proximit\u00e9 afin d'\u00e9tablir des relations durables avec les consommateurs potentiels, les partenaires, les multiplicateurs et les futurs collaborateurs.","protected":false},"excerpt":{"rendered":"<p>Die Anspr\u00fcche, die Verbraucher in Unternehmen\u00a0und Marken ihres Vertrauens setzen, sind deutlich gestiegen. Sie erwarten\u00a0Antworten auf dr\u00e4ngende gesellschaftliche Fragen und w\u00fcnschen sich sinnvollen\u00a0Fortschritt. K\u00fcnftig will Siemens Hausger\u00e4te diesem\u00a0gesellschaftlichen Auftrag mit\u00a0einem verj\u00fcngten Markenauftritt Rechnung tragen. Auf der Eurocucina wird dieser erstmals gezeigt \u2013 inklusive neuem Markenfilm, einer internationalen Image- und\u00a0Produktkampagne und neuem Einzelhandelskonzept. Ver\u00e4nderte Zielgruppenerwartungen Zentrale [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Siemens Hausger\u00e4te","_yoast_wpseo_metadesc":"Auf der Eurocucina in Mailand stellt Siemens Hausger\u00e4te das neue Markenprofil und Corporate Design vor.","articlekey":"","footnotes":""},"categories":[29],"tags":[2938,3117],"class_list":["post-14095","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-siemens","tag-siemens-hausgeraete"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brand-Re-Shape f\u00fcr Siemens Hausger\u00e4te - Organisator<\/title>\n<meta name=\"description\" content=\"Auf der Eurocucina in Mailand stellt Siemens Hausger\u00e4te das neue Markenprofil und Corporate Design vor.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.werbewoche.ch\/de\/marketing\/marken\/2022-06-09\/brand-re-shape-fuer-siemens-hausgeraete\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand-Re-Shape f\u00fcr Siemens Hausger\u00e4te - 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