Wuppertal. Outstanding brand management – the Wuppertal-based screwdriving specialist Wera started with this approach many years ago and has since pursued it resolutely. By winning gold at the German Brand Award 2017, Wera has now succeeded in achieving its latest highlight.
Discover innovative brands
The German Brand Award is hosted by the German Brand Institute in association with the Design Council, an organisation that was initiated by the German parliament in 1953 and sponsored by the Federal Association of German Industry (BDI). The foundation has been pursuing the objective of improving the competitiveness of German companies for more than 60 years now. Only those companies may take part in the competition that have been selected and nominated by the German Brand Institute, its brand scouts and its teams of experts. In this respect, innovative brands and brand-builders should be discovered, presented and awarded.
Third award for Wera
It is already the third award for Wera from the Design Council. The packaging of the Zyklop Speed ratchet had previously won the coveted German Design Award in the category “Packaging”. “Winner” at the German Brand Award 2016 followed this. At this year’s German Brand Award, Wera could once again inspire the jury and was acclaimed “Gold Winner” in the category “Industry Excellence in Branding – Gardening & Tools”. The reasoning of the jury really does make one sit up and take notice: “Wera has managed something in the industry which hardly anyone thought necessary or indeed possible previously – namely, to create an emotional brand world that has triggered a fan culture within a very short period for a message as trivial as ‘screw-in, screw-out’. The strategy behind the success: to always question existing standards and to ‘rebel’ against them with sophisticated innovations – and so the Tool Rebels were born! With this cool image, the brand strategy was communicated inwardly and outwardly, the staff were invited to take the trip and a fantastically well-functioning brand universe was created, so much so that today many competitors look antiquated by comparison. That is what ‘brand rock'n'roll’ that is being lived and experienced looks like”.
Marketing boss Detlef Seyfarth is delighted about receiving another award from an independent jury consisting of highly-qualified, brand experts since it is confirmation for the success of the Wera brand concept. At the same time, he called on all Wera fans and all those that want to become such: “See for yourself that screwdriving tools can be ‘sexy’. Take a moment to consider the “uniform and integrated whole” communication approach of the Tool Rebels from Wuppertal at fairs and exhibitions, in the trade, on the internet, in catalogues and even become a Tool Rebel for yourself!”