{"id":25834,"date":"2024-03-11T15:28:58","date_gmt":"2024-03-11T14:28:58","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=211841"},"modified":"2024-11-11T09:38:34","modified_gmt":"2024-11-11T08:38:34","slug":"brandpulse-realisiert-globales-rebranding-fuer-die-us-industriemarke-hamilton","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2024-03-11\/brandpulse-realisiert-globales-rebranding-fuer-die-us-industriemarke-hamilton\/","title":{"rendered":"Brandpulse r\u00e9alise un rebranding global pour la marque industrielle am\u00e9ricaine Hamilton"},"content":{"rendered":"<p><img class=\"aligncenter wp-image-211844 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/BP_HAM_0_Header_-2048x800-1.png\" alt=\"Hamilton\" width=\"1200\" height=\"469\" \/><\/p>\r\n<p>Dans le cadre du rebranding, les d\u00e9fis internes et externes devaient \u00eatre relev\u00e9s et une pr\u00e9sence de marque globale coh\u00e9rente et efficace devait \u00eatre mise en \u0153uvre pour Hamilton. Gr\u00e2ce \u00e0 l'implication des principaux groupes d'int\u00e9r\u00eat, \u00e0 de vastes ateliers et \u00e0 des recherches sur le terrain, l'agence a pu \u00e9laborer une strat\u00e9gie approfondie et inclusive pour la transformation de la marque. Hamilton se pr\u00e9sente d\u00e9sormais comme une marque cr\u00e9dible avec un message clair : \"Innovation for a better World\".<\/p>\r\n<p>Le projet \"One Hamilton\" avait pour but de regrouper l'ensemble des \u00e9nergies de la marque afin d'appara\u00eetre et de fonctionner comme une marque globale. Le projet a \u00e9t\u00e9 planifi\u00e9 de mani\u00e8re \u00e0 impliquer toutes les divisions et tous les sites aux \u00c9tats-Unis, en Suisse et en Roumanie, afin de garantir l'int\u00e9gration des principales parties prenantes dans le d\u00e9veloppement du projet.<\/p>\r\n<p><a href=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/BP_HAM_6_Posters_1200x800.jpg\"><img class=\"attachment-full size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/BP_HAM_6_Posters_1200x800.jpg\" alt=\"\" width=\"1200\" height=\"800\" \/><\/a> <a href=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/BP_HAM_4_Flags_2400x1200-scaled.jpg\"><img class=\"attachment-full size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/BP_HAM_4_Flags_2400x1200-scaled.jpg\" alt=\"\" width=\"1300\" height=\"753\" \/><\/a> <a href=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/BP_HAM_2_MesseStand_1200x800.jpg\"><img class=\"attachment-full size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/BP_HAM_2_MesseStand_1200x800.jpg\" alt=\"\" width=\"1200\" height=\"800\" \/><\/a><\/p>\r\n<p>Dans le cadre d'une \u00e9valuation compl\u00e8te de la marque, Brandpulse a analys\u00e9 des th\u00e8mes tels que la structure de la marque, la notori\u00e9t\u00e9 de la marque, la perception de l'image, la culture d'entreprise et l'organisation de la gestion de la marque lors d'entretiens avec des parties prenantes internes et externes. Les principaux d\u00e9fis et opportunit\u00e9s du processus de revitalisation de la marque ont \u00e9t\u00e9 identifi\u00e9s. Des indicateurs cl\u00e9s de performance (KPI) ont \u00e9galement \u00e9t\u00e9 d\u00e9finis afin d'\u00e9valuer le succ\u00e8s du projet.<\/p>\r\n<p>Il s'en est suivi une analyse comparative dans le secteur des sciences de la vie et de l'innovation et la d\u00e9finition de la structure du portefeuille. Sur la base des recherches sur le terrain et des entretiens avec diff\u00e9rents profils de clients, des brand personas pertinents ont \u00e9t\u00e9 d\u00e9finis.<\/p>\r\n<p>Afin de d\u00e9finir le \"One Hamilton\" Brand Purpose et le Brand Mantra, des ateliers anim\u00e9s par Brandpulse ont \u00e9t\u00e9 organis\u00e9s avec le management et des repr\u00e9sentants des Business Units. La roue de gouvernail de la marque Hamilton, qui en a \u00e9galement r\u00e9sult\u00e9, apporte d\u00e9sormais de la clart\u00e9 sur la promesse de la marque, la proposition de valeur et la personnalit\u00e9 de la marque.<\/p>\r\n<p>Suite \u00e0 un \u00e9tat des lieux des Touchpoints, le design de la marque a \u00e9t\u00e9 rafra\u00eechi par un concept cr\u00e9atif. Le Dynamic Flow, la pi\u00e8ce ma\u00eetresse, incarne la fluidit\u00e9 et le dynamisme et doit conf\u00e9rer au design de Hamilton son caract\u00e8re unique et distinctif. Dans les applications num\u00e9riques, le Dynamic Flow prend vie avec un mouvement subtil et d\u00e9ploie tout son effet dynamique.<\/p>\r\n<p>Brandpulse a d\u00e9velopp\u00e9 des mod\u00e8les, d\u00e9fini les principes de mise en \u0153uvre du design de marque pour la correspondance, la litt\u00e9rature, l'emballage et le site web dans des directives, ainsi que des directives de marque pour la plateforme de gestion de marque Frontify.<\/p>\r\n<p><\/p>\r\n<p><img class=\"aligncenter size-full wp-image-211852\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/BP_HAM_13_Newsletter_1200x800.jpg\" alt=\"\" width=\"1200\" height=\"800\" \/> <img class=\"aligncenter size-full wp-image-211851\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/BP_HAM_11_Banner_1200x800.jpg\" alt=\"\" width=\"1200\" height=\"800\" \/> <img class=\"aligncenter size-full wp-image-211850\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/BP_HAM_9_Packaging_1200x800.jpg\" alt=\"\" width=\"1200\" height=\"800\" \/> <img class=\"aligncenter size-full wp-image-211849\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/BP_HAM_7_Literature_2400x1200-scaled.jpg\" alt=\"\" width=\"1400\" height=\"1058\" \/> <img class=\"aligncenter size-full wp-image-211845\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/BP_HAM_0_Thumbnail-scaled.jpg\" alt=\"\" width=\"1300\" height=\"834\" \/><\/p>\r\n<p><img class=\"aligncenter size-full wp-image-211843\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/BP_HAM_MagPipe_Low.gif\" alt=\"\" width=\"668\" height=\"446\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>L'entreprise B2B am\u00e9ricaine Hamilton d\u00e9veloppe et produit des appareils de mesure de pr\u00e9cision pour le secteur mondial des sciences de la vie. Brandpulse a remport\u00e9 le projet de rafra\u00eechissement complet de la marque lors d'un pitch international. Le lancement mondial de la marque revitalis\u00e9e a maintenant eu lieu.<\/p>","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":"Hamilton","_yoast_wpseo_metadesc":"Hamilton Rebranding: \u00abInnovation for a better World\u00bb. Ein einheitlicher globaler Markenauftritt dank umfassender Strategie.","articlekey":"","footnotes":""},"categories":[29],"tags":[2630,2617,2851],"class_list":["post-25834","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-brandpulse","tag-marken","tag-rebranding"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brandpulse realisiert globales Rebranding f\u00fcr die US-Industriemarke Hamilton - Organisator<\/title>\n<meta name=\"description\" content=\"Hamilton Rebranding: \u00abInnovation for a better World\u00bb. 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