WE-EF wins German Brand Award 2018

The names include DFL Deutsche Fußball Liga, Lufthansa, Media Markt – and yes, WE-EF! We’re talking about the winners of the recent German Brand Award 2018. In the competition organised for the third time, WE-EF was among the winners in the category of Industry Excellence in Branding, Lighting.

With the German Brand Award, the German Design Council and the German Brand Institute recognise successful brands and draw attention to a subject with constantly increasing economic significance.

Consistent pursuit of a brand strategy is a complex challenge which – as is often wrongly assumed – does not simply mean advertising and public relations. A brand is not just the logo or the corporate identity; it must be implemented and practised in all company processes – from product quality and product design to employee interaction with clients.

“Strong brands are created with continuity and consistency”, according to Hans Meier-Kortwig from the brand consultancy GMK Markenberatung, which publishes the German Brand Monitor.

Examples of this approach include continuous technical innovation, strict product design, consistent design of all communication media internationally, both in print and digital media and, needless to say, the corporate architecture implemented for the new business premises in Bispingen, Fürstenwalde and Satolas et Bonce in France. However, ultimately it is the employees who breathe life into the WE-EF brand.


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