POWERGROUP Book

BUSINESS LOCATIONDEVELOPMENT & MARKETING 101

BUSINESS LOCATIONDEVELOPMENT & MARKETINGIn our consulting activities for various international localities of all involved key players in the decision-making trianglewe determine expansion opportunities, with special of business, science and politics. Our goal is to design aconsideration for the respective country-specific situation. complementary positioning and brand concept based on aWe use our expertise in the respective areas to the benefit holistic view of the location. 102

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BERLIN SCIENCES 2015The aim of the “Berlin Wissenschaft 2015” (Berlin Sciences The universities of Berlin are at the focus of the “Berlin2015) project was an efficient marketing strategy for Sciences“ brand to be established: As part of the brandthe scientific region of Berlin-Brandenburg. The project, building process, the then university presidents Prof. Dr.accompanied by POWERGROUP, provides scientific Dieter Lenzen (Free University of Berlin), Prof. Dr. Hans Jürgeninstitutions in the region with a common communication Prömel (Humboldt-University of Berlin) and Prof. Dr. Kurtplatform and serves to strengthen the interconnectedness of Kutzler (Berlin Technical University) agreed in a declarationthe actors and to position the city as a place of science and of intent on actively supporting the “Berlin Sciences” brandinnovation on a national and international level. to be established, and on a closer collaboration of science and business. 104

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IN-DEPTH INTERVIEWSAt the centre of the initial project phase of “Berlin Sciences in the study “Berlin Sciences 2015 (Part 1): Inventory of the2015” was the analysis of the strengths and weaknesses of Strengths and Weaknesses of the Berlin science hub”.the Berlin science hub. In order to identify these accuratelyand to illustrate perspectives for the future, around 40 Many of the respondents believed that science, businessdecision-makers from the sectors of science, business and and politics in Berlin had not yet sufficiently grown together.politics of the region were interviewed. Individual strength factors stood for themselves and thus could not achieve synergetic effects.The results led to concrete recommendations for the furthermarketing process of the science region and were published“Berlin and Charité as a scientific centre of modern Europe –that’s an idea I really like.”Prof. Dr. Detlev Ganten, Charité – Berlin University of Medicine“Berlin needs vision, not nostalgia.”Prof. Dr. Dieter Lenzen, Free University of Berlin“All too often, the self-sufficiency of science has become one of the main rea-sons for insufficient networking with the business sector.”Volkmar Strauch, former State Secretary for Economic Affairs, Senate Department for Economics, Labourand Women“This shall be our motto: create jobs from knowledge.”Prof. Dr. Klaus Brake, author of „Die BerlinStudie - Strategien für die Stadt“ (The Berlin Study – Strategiesfor the City)“Berlin is like a cappuccino: On the top there is a lot of foam which has notblended with the coffee. Berlin is the same: The politicians, diplomats, trade as-sociations and recent arrivals are far from connected with science and Berlinersthemselves.”Klaus Kubbetat, Commerzbank AG 107

Prof. Dr. Paul Achleitner Dr. Josef Ackermann Dr. Wulf H. Bernotat Dr. Rolf-Ernst Breuer Allianz AG Deutsche Bank AG E.ON AG Deutsche Bank AG “Germany can do it – Dr. Ulrich MöllersBode Chemie/Beiersdorf AGSteffen Naumann Prof. Dr. Heinrich von Pierer Reinhard Pöllath Karl PohlerAxel Springer AG Siemens AG Tchibo Holding AG IFCO Systems

Dr. Gerhad Cromme Albrecht Ehlers Dr. Hubertus Erlen Prof. Dr. Ulrich Lehner ThyssenKrupp AG Hochtief AG Schering AG Henkel KGaABerlin does it better“ Dr. Werner Müller RAG AktiengesellschaftProf. Dr. Robert Schmucker Hubert Graf von Treuberg Werner Wenning Alexander von Witzleben Schmucker Technologie Ernst & Young AG Bayer AG Jenoptik AG 109

BRAND MAP©Semiometry is an approach for determining the specific Semiometry, which has been further developed by thevalue profiles of brands, products and target groups as well POWERGROUP and extended to marketing and sales, isas the reflection of the image of a brand or a product range based on the assumption that value concepts and specificthrough the value profiles of certain groups. attitudes of people can be mapped and measured through the assessment of terms.The basics of the semiometric approach in the modeldeveloped by Jean-François Steiner in the 1980s go back The results of the semiotic analysis are thereby locatedto the theory of semiotics. in a semiometric space. The space spans over two polar dimensions which represent the basic dimensions of humanConducted by a panel of experts, the symbiotic analysis motives that structure our perception of the world.evaluates relevant institutions and/or brands. The semioticanalysis is impartial. It involves no subjective and preferentialjudgements, focussing instead on the decoding of thebrand’s characteristics as seen in the market place. BERLIN ISfast, pulsating, creative, boundless, tolerant, exciting, optimistic, unique, magnetic,extroverted, inquisitive, international, challenging, supporting, electrifying, dynamic, chaotic, dirty, broken, irresponsible, in a muddle. 110

BERLINCREATIVE – LIVELY – BOUNDLESS Xenophilhelpful motherly prosperous affectionate cheerful happyexpetwhcriroiesisfnnpmetihysmclaaoniespirdendtdcleeaheawnstorttneoofrukturliprhancaoludgeblmiideattplieeirtorbuleeeinglrflrefeaaenicxlnaieeftlipdrnmrtefpaccrrioefiorroshfncuaaderoocrsgmubanrnoiceevleivnltntiiisenaeavistgngrebceniloeenuonsnptdibdecipleraedalcrorostairmnmitevlamsgelaenitcartsdjlaibuoctiiinlscsgetgehtisneenmpcpoaupavatraascdisedeteitienfhivmnmivncncoeitentoiisstirlmeisdiitcntayievglgnebitceapllihnerooiovnpvlibyngvrildoegreeetnlreoenotciycntvuegtaleinelovceldvelogdenaervrfjennoarawtilsnupgaltaeeilrlybesndaoldicencneegioefraurwbnlnlaaeaoftmiuppncrpetuedaigmrndeleetdliacnisglilyttalhiecttifvupreglilcaehhynfueauemrbmloxrepoaenitucaorrrdesaoatueiavubsttiriatslfceiugclsalenaixtnuuatmgearjhoonulimlsnslyeigacmaticcldaainrgretesiircamseoamsnmltaliiessgnytanweuhgndoteteueicrstRatio Emotioobbdfeuaaisdhrrsrdcbeiieeftesiioiuaapgdtgnorsuvlniutmiocyncyilfuraraeiaaestaldettdsiicdmcslaaiomwudc-iteslahoaerrboutaereircritmdsoitdeaotglipayunenmretsegcegivmcylkuaetflasaunsrldidicemniisnactatesgriarvtnolielngieepalrciicsshidsaetteisuslddeatsirclstythiaoevnaatlceteirdhmhsddecnbstiodeiiectllodboniolofuoogt-guiabmfsiiciscstcsaiiasnnyllugaarinnemnttdaceairlrninsyirntqoutlcimdyicmucgpoeaiiaaengreplciltrfhnteiioiavdotgnoyleerldilcnetnitmehtalcrimcbterihsscpeoaattreaabrtelealrtpgmieailsncveegntiotiesicnrngbetugegiisnllniuesaghtrirevbmeadapdiunfemfsteirmtbpnfroriruoeodadagnnuirevotngtsreisuaanldsylcmeisotopeuofordsrpmdipnemyryrtsoinaonmdhganveiaarmefnoedelnuebafcosiigscxnosausteiuiutebsitirvervnrloeaeeeedmunblseelyersssgstpuiefccoapcntcaoirsoockotlntyvwnnfeouesdtwsproifislinnuuocsoengsluenrxadmonepskeuslhlyyeorasosldsyttriiueotv-nrneliicowvaaoeudlilndsvdvfseeeesedtnxoxrenrvtchrauntemiiimtrsolniaonyunatrugaaatsilltcing Xenophob 111



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SCIENCE MARKETINGBERLIN – DAS MAGAZIN AUS DER HAUPTSTADT (THE The issues with a focus on science and design appearedMAGAZINE FROM THE CAPITAL), which was jointly in an edition of 1.2 million copies and were included in theissued by the Berlin Partner GmbH, the agency jetzt:netz following major national daily newspapers: SüddeutscheMagazin Verlagsgesellschaft Süddeutsche Zeitung mbH Zeitung, Frankfurter Allgemeine Zeitung, Tagesspiegel andand POWERGROUP, was one of the first measures which Handelsblatt. BERLIN Magazin was financed exclusively bywas developed in the framework of the “Berlin Sciences sponsoring.2015” project. The magazine provided information onfuture-oriented topics and the potential of the capitol. Eachissue highlighted a topic important for the city and providedwith the journalism of popular science the content andresults of in-depth interviews performed by POWERGROUPfor marketing Berlin as a business site. Interviews wereconducted with Berlin-based personalities in science,business and politics. 114

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BRAND SYMPOSIUMAt the focus of the brand symposium “Berlin Sciences” was Participants at the symposium, led by members of Berlin Partnerthe development of a common brand for the science location and POWERGROUP, represented Berlin‘s science, businessof Berlin with which its capabilities were to be bundled and and political communities; they included, among others,strengthened. Around 40 leading representatives from research Universität der Künste Berlin, Technische Universität Berlin,and educational institutes in Berlin and Brandenburg as well as Charité Universitätsmedizin Berlin, Fachhochschule fürfrom politics participated in the event. They discussed improved Technik und Wirtschaft Berlin, OTA Hochschule, Technischemarketing opportunities for the Berlin science hub and concrete Fachhochschule Berlin, Urania Berlin, Berlin-Brandenburgischemodels for the structure of the “Berlin Sciences” brand. Strategic Akademie der Wissenschaften, Max-Delbrück-Centrumrecommendations for the formation of a “Berlin Sciences” brand für Molekulare Medizin, Evangelische Hochschule Berlin,were derived from the results of the symposium. The study also Fachhochschule für Wirtschaft Berlin, Humboldt-Universitätformed the basis for a creative contest opened to students of the Berlin, Freie Universität Berlin, BioTOP Berlin, IBB Investitions-universities of Berlin and Brandenburg for the visualisation and bank Berlin, IHK Berlin, WISTA-Management, IGAFAapplication of the common brand known as “Berlin Sciences”. Initiativgemeinschaft Außeruniversitärer ForschungseinrichtungenOnly the common brand can combine excellence and in Adlershof, CDU faction, SPD faction, Senate Department forcommunicate on a level of general perception. Communication Science, Research and Culture, Senate Department for Trade,on a broad basis, increasing awareness of the science hub and Labour and Women.quality attribution from the outside form the basis for a higherlevel of recognition of science by business and an opportunityfor expansion of the demand for scientific services from Berlin. 117



CREATIVE COMPETITIONAs part of the “Berlin Sciences 2015” brand building 64 designs from students all over Germany were submittedprocess, the first step towards a visual composition of the and evaluated by a panel of senior representatives from thecommon Berlin science brand was a students‘ creativity business, science and design sectors. The winning designscompetition. With this, the contents of the first series of provided the impetus for second-phase work done by ainterviews and the brand symposium were adopted and team formed of laureates, jury members and brand expertscreatively implemented. under the direction of POWERGROUP, in order to complete the logo design.DESIGN PANEL MEMBERSProf. Werner Aisslinger, Studio Aisslinger Prof. Nils Krüger, büro+staubachMarcus Botsch, Büro Botsch Patricia Poetis, POWERGROUPDr. Silke Claus, Internationales Design Zentrum Stefan Rothert, Design UnionTim Edler, Realities United Michael Sailstorfer, ArtistThomas Ingenlath, Volkswagen Design Centre Thomas Willemeit, GraftMateo Kries, Vitra Design Museum Ursula Wünsch, Designer 119

MIMETIC MODULATION©The new logo for the science brand “Berlin Sciences” is The mimetic modulation© of the logo in the form of adaptationcharacterised by a 3D ring shape; its colour can be adapted of the colour to the respective participating academicto the guidelines of the respective institution. institution a) is an innovative and unique solution for a brand used by many partners and b) demonstrates both diversityThe open ring form represents diversity and development and willingness for change, movement and communication.as well as boundlessness and interdisciplinarity; it touches Mimetic modulation© indicates the characteristic of theon integration ideas and symbolises expansion options, “Berlin Sciences” logo to actively correspond visually withdespite the closed nature of the system, and as such meets a partner logo by taking up and reflecting its central colourthe requirements of a logo as a seal of quality. theme. Here we see a visual manifestation of the principle of individual brands of scientific institutions which collaborate under the mantle of the common brand, and retain their own identity and thus are reinforced by the science brand. Three dimensional ambitious, dynamic, targetedInternational name Mimetic Modulation: colours adaption to suit partnersCharacter of a quality seal Dichromatic three dimensional ring-form open on two sides determined and yet borderless and prepared for interchange open to change and expansion 120

SCIENCE PORTALwww.berlin-sciences.comWith BERLIN SCIENCES, Berlin Partner GmbH established a brand for theBerlin scientific community which represents the combined potential of thescientific location and forms the first contact point for business. The Internet portalwww.berlin-sciences.com serves as a communication platform with the BERLINSCIENCES Navigator which contains the most important information on scientificinstitutions in Berlin. 121



MEDICINE &HEALTH 123

MEDICINE &HEALTHMedicine and health is a domain of science marked by discussionof “patients as customers” and “hospitals as brands”. We developbrand, marketing and communication concepts for our customerswhich take into account the scientific bases, sensitive areas and legalguidelines. The objective is the development of concepts while takingthe medical focal point – the person – into consideration. 124

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LOGISTICS OF KNOWLEDGE© THE RIGHT INFORMATION AT THE RIGHT TIME AT THE RIGHT PLACE IN THE RIGHT QUALITY FOR THE RIGHT APPLICATION

LOGISTICS OF KNOWLEDGE©Logistics in the traditional sense comprises all steps of the The following aspects are in the foreground:physical bridging of time and space for goods and/orpersons: planning, organisation, monitoring, handling and  The systematic identification and description of usagecontrol. Risks are all interfaces which disrupt the flow and can contextupset the logistics chain. Seamless bridging of the “knowledgelogistics interfaces” therefore requires, in addition to the “goods  The user-oriented communication and transfer oflogistics”, a logistics operation which in particular focuses on knowledgepeople in general, their handling of information and acting:  The definition and review of channels and correspondentsLOGISTICS OF KNOWLEDGE© of the communication of knowledgeLogistics of Knowledge© focuses on the knowledge user himself  Action results as feedback: the evaluation and criticaland on actions where knowledge of economics matters. examination of the knowledge users with the knowledge  The continuous optimisation of the knowledge (learning system, benchmarking, fine-tuning, etc.)  The inclusion of emotional factors to prevent friction losses during the mediation of rational knowledge. 127

KNOWLEDGECOMMUNICATIONHospitals are places of medical care, of science, or nursing PACKAGING DESIGN: ALL COMMUNICATIONand rehabilitation, of education, of supply and disposal, as BEGINS WITH THE PRODUCTwell as places of business. Refocussing on the originator’s brand: The close proximityPhysicians, medical and nursing staff, administrative to the brand name of the product means that the originatoremployees and patients apply specific knowledge in various is moved into focus and upgraded. The name of thecontexts. manufacturing company is explicitly named in the footer.When it comes to the context of “Administration / Purchasing”, The product claim is emphasised by placement below themuch biochemical and usage information is not germane; brand name, colour coding and a central icon.but information on cost-saving potential over short exposuretimes, on the other hand, is relevant. The product name is located centrally underneath the icon and has relatively greater weight compared with the productFor physicians, nurses and cleaning staff, the instructions brand name, in order to prevent confusion.must be available in a simple and self-explanatory manner,because, during the workflow, there isn’t enough time for Each category is assigned an icon which indicates the scopeelaborate studies of a product description. of usage of the product. In some cases, products are suitable for several areas of application (hands and skin / body). 128

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BUSINESS STRATEGYThe BODE products were integrated in the existing The BODE SCIENCE CENTER, devoted to science, wasHARTMANN product catalogue and they complement the founded as a result of the strategic consultation provided byproduct spectrum for hospitals, doctors and nursing homes. POWERGROUP – its creative and communicative approach was also accompanied by the designers of POWERGROUP.This raised the question of whether or not – and if yes, how – The establishment of the BODE SCIENCE CENTER as aBODE should continue to be positioned as a manufacturer’s neutral information and customer-specific consulting sourcebrand. could contribute to increasing the HARTMANN Group’s sales when appropriately considered in the sales strategy.“For us, the acquisition of Bode is a strategically important step which supportsour focussed growth strategy enormously. This offers new opportunities for usto expand our offers in the domain of disinfection. Bode enjoys a very goodreputation in the market. The synergy effects are thus obvious.”Dr. Rinaldo Riguzzi, CEO PAUL HARTMANN AG, October 2008“Beiersdorf can open good perspectives for its subsidiary with the sale ofHARTMANN and also ensure consistent continuance of the success in theinternational growth markets in the domain of skin and beauty treatment.”Thomas-Bernd Quaas, CEO Beiersdorf, October 2008 133



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FAST MOVINGCONSUMER GOODS 137



FAST MOVINGCONSUMER GOODSIn an increasingly tougher and international competitiveenvironment it is even more vital to create sustainable brandvalues in order to bind customers to the product range with abrand loyalty concept. It is all the more necessary to delight thecustomers with innovative products and ensure brand loyalty asa complementary strategy in addition to brand building. 139



RACING SHOEZalando has one of the largest online shoe selections; the The design was defined directly on the car. The goal wasSympaTex membrane is unbeatable in breathability, wind not only to integrate the 3-D form of the car, but to take costsand waterproofing in sport and outdoor clothing. into consideration: replacing parts of the wrap, if needed,The design goal was to combine the most important with a minimum of effort. After completion of the printing,elements of the Zalando & SympaTex brands with the the design was transferred to the entire vehicle using the foilvehicle. POWERGROUP’s designers faced the challenge of wrapping technique.creating an unusual design which combines these elementsand is both technically possible and catches the attention of The unique and unmistakable innovative design of the racingthe media. shoe generated considerable media attention without extra marketing efforts. That was particularly the case withThe great challenge: to take into consideration the radical motorsport as the ADAC used the racing-car in a large3-D form of a racing car and find a design vocabulary which number of announcements and illustrations used to promotecorrelates to the dynamics of the car plus guarantees the ADAC Motorsport.recognisability of a shoe and SympaTex membranes. Particularly noteworthy is the continuing placement of the racing car on the start-page of ADAC Motorsport, the portalThe POWERGROUP team rose to the challenge with fervour for all of the races they support. This portal serves as theand intense engagement. The first step was to make a model ideal basis for increasing the awareness of Nici Pohler asin the scale of 1:10 which formed the basis of the transfer of well as effective marketing communications for the sponsorsthree-dimensionality to a two-dimension graphic format. The Zalando and SympaTex, not to mention an optical upgradingupper material of the shoe was laid on as a pattern for the of the racing series.car-wrapping foils background. The racing shoes upon which the design was based were sold out at Zalando’s online store within a few days. 141



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