{"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":"brand-re-shape-fuer-siemens-hausgeraete","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2022-06-09\/brand-re-shape-fuer-siemens-hausgeraete\/","title":{"rendered":"Re-Shape del marchio per gli elettrodomestici 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=\"Elettrodomestici Siemens\" width=\"1000\" height=\"707\" \/>Le richieste che i consumatori fanno alle aziende e ai marchi di cui si fidano sono aumentate in modo significativo. Si aspettano risposte a questioni sociali urgenti e vogliono progressi significativi. In futuro, Siemens Hausger\u00e4te vuole tenere conto di questa missione sociale con un'immagine del marchio rinnovata. Il tutto sar\u00e0 presentato per la prima volta a Eurocucina, con un nuovo film sul marchio, una campagna internazionale di immagine e di prodotto e un nuovo concetto di vendita al dettaglio.\r\n\r\n\r\n<h3><strong>Cambiamento delle aspettative del gruppo target<\/strong><\/h3>\r\nDi importanza centrale per il riposizionamento \u00e8 stata la questione di ci\u00f2 che le persone oggi associano ai temi del \"progresso\" e della \"casa\", termini chiave per gli elettrodomestici Siemens. A tal fine, il marchio ha commissionato uno studio in sette Paesi.\r\n\r\nI risultati mostrano che la lunga pandemia, la crescente preoccupazione per il cambiamento climatico e la divisione sempre pi\u00f9 visibile della societ\u00e0 hanno indotto l'87% degli intervistati a rivedere la propria precedente visione del progresso e le proprie priorit\u00e0. Oltre il 70% ritiene che le persone debbano vivere e consumare in modo pi\u00f9 consapevole, evitando consumi eccessivi e sprechi, per affrontare la crisi climatica. Una grande maggioranza dichiara di aver gi\u00e0 iniziato a modificare il proprio comportamento a casa in linea con queste convinzioni. Inoltre, gli sviluppi degli ultimi due anni in particolare hanno aumentato l'importanza delle proprie quattro mura per molti. In questa \"nuova casa\", famiglia, vita e lavoro si intrecciano in modo dinamico.<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=\"Elettrodomestici Siemens\" width=\"1000\" height=\"750\" \/>\r\n<h3><strong>Dare forma a un progresso significativo<\/strong><\/h3>\r\nCon il marchio Re-Shape, Siemens Hausger\u00e4te vuole impegnarsi per un progresso significativo e il desiderio di contribuire a plasmare un futuro pi\u00f9 sostenibile. In questo modo, le tecnologie intelligenti e la crescente connettivit\u00e0 possono contribuire a risolvere una serie di problemi che vanno oltre l'individuo. \"Con il nostro marchio basato sulla ricerca, mettiamo le persone al primo posto: aiutiamo i consumatori a superare senza sforzo le sfide quotidiane e a raggiungere obiettivi pi\u00f9 elevati\", afferma Matthias Ginthum, Chief Markets Officer di BSH Hausger\u00e4te.\r\nLa campagna, che sar\u00e0 visibile in tutti i principali mercati di Siemens con effetto immediato, si rivolge a un gruppo target descritto come curioso e ambizioso, orientato al progresso e attento alla tecnologia.<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=\"Elettrodomestici Siemens\" width=\"1000\" height=\"667\" \/>\r\n<h3><strong>CD: pi\u00f9 potenza, pi\u00f9 vicinanza<\/strong><\/h3>\r\nSulla base di questa idea di progresso significativo e di obiettivi ambiziosi, \u00e8 stata creata una nuova identit\u00e0 visiva: la combinazione di blu intenso, bianco puro e benzina Siemens intende fornire nuovi impulsi cromatici. Inoltre, il design del marchio utilizza il potere della tipografia e delle immagini per creare un look pi\u00f9 dinamico e moderno.\r\n<h3><strong>Ampio utilizzo<\/strong><\/h3>\r\nDopo l'anteprima a Eurocucina, il nuovo design del marchio sar\u00e0 presentato in altre fiere internazionali come AWE in Cina e IFA a Berlino. Verr\u00e0 inoltre utilizzato in oltre 8.500 negozi di marca e flagship store, showroom e shop-in-shop in tutto il mondo. Poich\u00e9 la campagna globale pone l'accento sul contatto diretto con il consumatore finale, \u00e8 stata dedicata particolare attenzione ai social media - Instagram, YouTube, Facebook e LinkedIn - e ai canali del marchio. Attraverso il coinvolgimento diretto nei temi del marchio \"progresso\" e \"curiosit\u00e0\", l'obiettivo \u00e8 quello di raggiungere un pubblico ampio e creare maggiore vicinanza per costruire relazioni sostenibili con potenziali consumatori, partner, moltiplicatori e futuri dipendenti.","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 v27.4 - 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=\"it_IT\" \/>\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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