The newly developed brand values serve as the basis for the conceptual and visual translation into the digital channels
The newly developed brand values serve as the basis for the conceptual and visual translation into the digital chan-nels. The strategic positioning as a traditional company with progressive aspirations had to be adequately implemented.
Consolidation and expansion of market leadership
Typology of the new target groups through Sinus Milieus
In order to achieve an adequate target group approach, new target groups were defined on the basis of Sinus Milieus. Here, the expeditive (EPE) is to be emphasised. An internet-savvy, fast-growing target group from the upper and middle classes.
New target group
Basis target group
The new Wesselmann Advertising Value Circle: Basis for the conceptual redevelopment of the digital communication channels
The 4 central value dimensions were developed within a brand workshop. These form the foundation for the formal and content-related reorganisation of the corporate website.
The new website architecture: Clear structure. Easy access to topics. Quick access to information.
The clear menu items directly address existing and potential new interest groups. The horizontal expansion of the Wesselmann Werbung product range is made clearly and quickly accessible in a separate navigation thread.