Weleda The brand essence defined Development of the brand

Weleda
The brand essence defined
Development of the brand positioning
for new pharmaceutical products
Weleda
Development of the brand positioning
for new pharmaceutical products
The starting position
The solution
Brandpulse’s Tasks
Weleda’s goal is to maintain, enhance and
restore the health of the people.
What started in 1921 with a pharmaceutical lab and a healing plant garden is today
a world-wide leading manufacturer of
pharmaceutical products for anthroposophical therapy and holistic natural cosmetics.
An extensive analysis of the market
participants in their respective markets,
customer group needs and the product
performance promises provided the
insights which formed the basis for the
new product positioning.
Brandpulse’s tasks included: Development
and execution of positioning workshops,
reworking of the Weleda Brand Guidelines
Pharma in relation to layouts, colour coding
and type and also structuring of product
portfolios for the different pharmaceutical
product categories.
Weleda was battling with changed pharmaceutical products market conditions as
well as increased competitive pressure.
Not only had the number of competitors in
the complementary pharmaceutical
products market increased, but also more
conventional pharmaceutical drugs were
entering the natural remedy market.
A clear Europe-wide positioning of Weleda’s
pharmaceutical products would in future
strengthen the market position and ensure
the point of differentiation from the other
market participants. With a new orientation,
Weleda saught to achieve a consistent
Europe-wide appearance and in the
medium term an increase in market share.
Weleda assigned Brandpulse the task of
structuring and positioning their pharmaceutical product brand portfolio as well as
to create the appropriate communication
concepts for the relevant products.
Brandpulse ran different workshops which
included all the marketing team leaders
from each of the European markets to
clarify the new values of each product, its
customer benefit based on those values
and build the new core brand value
definition.
Further, development of brand position,
core message and communication concepts
for prescription drugs in the category of
cancer therapy as well as over the counter
pharmaceutical products in the categories
of cold-, eye-, cardiovascular-, stress- and
exhaustion-medication. Creation and
execution of key visuals as the basis for
the future communication mediums.
05.4 Adve
Colours
t System
rtisemen
3.2 Brand implementatio
n Iscador®
Layouts: breast cancer
– Pharma
Colours
Primary
Pharma
Unit
Business
e covers)
(e.g., brochur
Application:
areas in colour
s, in colour.
and graphic
– large surface
texts, tables
– logo, claim,
primary
on to the
as an extensi
will be used
ary colours
s:
c purpose
The second
for your Eyes)
product-specifi
colours, for
s (e.g., Good
communication
– product
Colours
Secondary
Pharma
on
(oriented
products)
Circulation
185 C
Pantone:
93 | 79 | 0
CMYK: 0 |
Digestive
151 C
Pantone:
60 | 100 | 0
CMYK: 0 |
Typo Ad*
Circulation
Typo Ad
201 C
Pantone:
100 | 63 | 29
CMYK: 0 |
Application:
areas in colour
s, in colour.
and graphic
– large surface
texts, tables
con– logo, claim,
when better
will be used
Typo Ad*
ary colours
lity.
The second
for readabi
if
and claim
trast is required
e or logo
for typefac
only used
only used
ations are
tions are
. These specific
These certifica
ed on pictures
position
are
they
sing.
in adverti
Allergies
247 C
Pantone: 95 | 0 | 0
|
CMYK: 35
Typo Ad*
s, in colour.
and graphic
Application:
texts, tables
– logo, claim,
Allergies
Typo Ad
2425 C
Pantone: 100 | 0 | 30
|
CMYK: 35
3.2 Brand implementation Iscador®
Key visual
White
0|0|0
CMYK: 0 |
Weleda Blue
2747 U
Pantone: | 65 | 0 | 20
CMYK U: 92
2756 C
Pantone: | 85 | 0 | 17
CMYK C: 93
:
image themes
general and
be used for
y).
colours will
(health advisor
The primary
nications
group commu
– product
Sleep
Stress &
3125 C
Pantone: 0 | 18 | 0
|
CMYK: 84
Muscular
1235 C
Pantone: | 98 | 0
31
CMYK: 0 |
Typo Ad*
Digestive
Typo Ad
1665 C
Pantone:
80 | 100 | 0
CMYK: 0 |
Oncology
291 C
Pantone: 4 | 0 | 0
|
CMYK: 38
Typo Ad*
Typo Ad*
Stress &
Typo Ad
Sleep
3145 C
Pantone: |10 | 29 | 20
CMYK: 100
Muscular
Typo Ad
715 C
Pantone:
54 | 87 | 0
CMYK: 0 |
Eyes
Green C
Pantone: 0 | 63 | 0
|
CMYK: 93
Typo Ad*
Eyes
Typo Ad
3425 C
Pantone: 13 | 85 | 44
|
CMYK: 93
Skin
375 C
Pantone: 0 | 90 | 0
|
CMYK: 46
Typo Ad*
Skin
Typo Ad
355 C
Pantone: | 100 | 0
|0
CMYK: 91
You will find the following layouts
1/1 ad (example for A4)*
on the brand portal.
½ ad landscape
1/3 ad
There are three different key visuals in all, one
Cold
for
Cough &
C
2587
each
form
of cancer.
Pantone: 76
|0
58 | | 0
CMYK:
Typo Ad*
An
additional
mood picture (pair) is available.
Cough
Typo Ad
& Cold
However,
2607 C
Pantone: 99 | 0 | 2this may not be used as a key visual.
|
CMYK: 83
The images are available on www.weledabrandportal.com, section image bank.
Others
2747 C
Pantone: | 95 | 0 | 16
CMYK: 100
Typo Ad*
Typo Ad*
Others
Typo Ad
293 C
Pantone: | 69 | 0 | 4
CMYK: 100
Oncology
Typo Ad
285 C
Pantone: 43 | 0 | 0
|
CMYK: 89
41
®Mood
picture
Iscador
Brand Booklet
and claim
e, or logo
when typefac e).
are used,
Ad colours
page, brochur
*The Typo
(e. g. inside
white paper
printed on
Weleda
Manual
Advert
ising
19.11.2011
is
Update
33
26.06.2
011
Iscador® - Brand Booklet
19.11.2011
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Brandpulse AG
Sempacherstrasse 15
CH - 8032 Zürich
T +41 44 360 46 46
F +41 44 360 46 47
[email protected]
www.brandpulse.ch
The brand as a strategic success factor
Brandpulse creates strong brands
Brandpulse’s competencies
The 21st century will be the century of
the brand. The growing globalization of
competition is leading to increased competitive pressure. With increasingly similar
service quality and falling margins, brands
worldwide face the challenge of competing
successfully in their market environment.
Brandpulse is one of the leading Swiss
marketing agencies, with competencies in
brand strategy consulting, brand concept,
3D design and corporate communications
consultancy.
Brandpulse offers customers a wide
range of services during the strategy,
design and implementation phases as
befits a full-service agency.
Brandpulse works for regional, national
and international companies and brands in
Switzerland, Germany and Austria.
m
un
ic a
t i on
s
Br
an
d
S
at
Co
m
ect Managemen
Proj
t
tr
•
•
•
•
Interior Design
Retail Concepts
Exhibitions
Product Design
• Naming
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and Brand Design
• Packaging
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s
• Target Group
Analysis
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Analysis
• Brand Hierarchy
• Brand Positioning
D
e
si
gn
on
ce
3D
pt
Campaigning/Digital PR
Social Responsibility
Preparedness
Internal Branding
Personal Branding
y
•
•
•
•
•
eg
Brandpulse develops new brands,
revitalizes existing brands, and creates
individual or integrated design and communications solutions for both. We have the
expertise to give your brand the necessary strength so that it becomes a strategic
success factor.
We employ strategic advisers, brand
consultants, corporate communications
consultants, digital media consultants, brand
designers, digital designers, art directors,
architectural and product designers as well
as project managers, all of whom have many
years of experience.
te
The challenge therefore lies in the creation of differentiating brands, and their
consistent and integrated implementation
via design and communication with the aim
of creating recognition and trust.
design“ and „corporate communications“,
the Brandpulse Group offers its customers,
according to needs, individual solutions
within the respective core competencies or
holistic, integrated brands and communication solutions.
or a
tegic brand management, many brands
do not succeed in clearly distinguishing
themselves from their competitors. Undifferentiated marketing and woolly communication are often the cause of high brand
substitutability. Many providers too often
rely on generic „me-too concepts“, thereby
destroying distinguishing brand values.
In times of crisis, however, only strong
brands can compete successfully, because
customers - whether in the B2C or B2B
area - are increasingly turning towards
differentiating brands with high credibility.
C or p
Despite the increasing importance of stra-
Consisting of three companies which specialize in the disciplines of „brand strategy
and design“, „3D architecture and product
Br
an
d
C
In addition to strategic and conceptual know-how, we also have extensive
experience in the regional, national and
international deployment of brand, design
and communication solutions.
Competencies Brand Strategy
• Analyses of competitors
and target groups
• Brand and Market Analyses
• Brand Structure
• Positioning of Brands
• Brand Strategy Consultation
Competencies Brand Concept
• Naming
• Brand Design Concepts
• Packaging
• Claiming
• Company and Product Literature
• Digital Media
• Guidelines/Application Principles
• Communications Strategy
• Integrated Communications Concepts
• Company Anniversaries
Competencies - 3D Design
• Interior Design
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Competencies Corporate Communications
• Campaigning & Transmediality
• PR & Digital PR
• Corporate Social Responsibility
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