German companies, as export champions, have marketed their products worldwide with the seal and promise of 'Made in Germany,' thereby gaining a significant competitive advantage in the past. In the current era of transformation, not only are economic conditions changing, but also perceptions of what 'Made in Germany' stands for and should represent in the future.
In a collaborative study with renowned German companies, we examined the current meanings of 'Made in Germany' and identified opportunities for revitalizing the 'Made in Germany' brand in the 21st century.
A study from
in cooperation with Serviceplan and Meisterkreis.
Insights into the study
Where do we currently stand with 'Made in Germany'?
How can "Made in Germany" position itself in the future?
FUTURE PROOF
How can German brands position themselves in a future-proof and relevant way across generations?
CULTURE ENRICHED
How can new product and service offerings be created that enable consumers to cultivate their individual lifestyles?
CO-DEVELOPED
How could diverse worlds be connected to form a dynamic ecosystem?
DRIVEN BY SCIENCE
How can we become more inventive and scientific again?
HOW TO UTILISE THE STUDY FOR YOUR BRAND OFFER MODULES
- Interactive presentation of the key results and findings of the ‘Made in Germany’ study (90 minutes including Q&A).
- Brand Assessment ‘Made in Germany’: 10 questions for your brand that reveal the potential for capitalising on the ‘German future qualities’. (60-minute self-assessment.
What's my benefit
- Relevant global insights for communication and brand development as a German brand.
- Individual clarification of brand-related questions.
- Revealing strategic opportunities in a moderated self-assessment.
- Introduction and definition of the ‘Made in Germany’ future qualities and current categorisation of your brand.
- Recommendation for the the future positioning of your brand on the 'German future qualities' map in comparison to the competition.
- Sharpening of the brand promise in line with 'German future qualities'.
- Joint development of functional, emotional and cultural benefits.
What's my benefit?
- Relevant positioning of your brand on the ‘German future qualities’ map.
- Integration of suitable ‘German future qualities’ in the ‘Future Proposition Script’.
- Sharpening and/or addition of existing brand benefits in line with the positioning.
- Analysis of your current ‘Made in Germany’ communication and recommendation of the future strategic territory.
- Development of three narrative routes for the future-relevant brand story of your German quality brand.
- Development of a communication platform for the preferred guiding narrative.
- Discussion and recommendations for the optimisation of your communication strategy.
What's my benefit?
- Communicative review of your ‘Made in Germany’ presence.
- Focusing on a guiding narrative as the source code of your brand-specific ‘German future quality'.
- Specific and feasible recommendations for adapting or realigning the communication strategy.
Events where you can experience the ‘Made in Germany’ study through presentations.
Have we sparked your interest?
Register here to receive the study.
Let's get in touch with us!
Stefanie Kuhnhen
Serviceplan
Let's get in touch with us!