Our task was to update the positioning of Siemens Home Appliances to create a meaningful brand that is relevant to their very demanding consumers, the "Leading Edge" target group, that stands out from the competition and remains credible as a brand.
"Leading Edge" consumers are the kind of people who get things done. They are full of ambition. Full of aspiration. Full of motivation to create a more sustainable and better tomorrow. And they believe that technology will help them achieve it. Just like we do at Siemens.
We believe it is our curiosity that challenges the status quo and drives innovation and progress.
Our believe can be experienced not only at brand level, but also at product level. Digital first and touchpoint specific, this narrative is constantly recharged and adjusted along the customer journey, becoming a connecting relevant brand message.