Since its beginnings as a trouser specialist, Brax has developed into a successful casual fashion brand. Brax's brand identity was to be revised for future growth. The aim of the rebranding project with Brandpulse was to make the Brax brand relevant and attractive to new and younger target groups. The agency developed a new logo and a comprehensive rebranding concept.

Product branding with branding code

Following the development of the new brand image, Brandpulse prepared the product branding in a workshop with 20 Brax product development managers: The objectives of the brand within the various product groups were defined. From the results, Brandpulse derived a guideline for the branding implementation on the products. In addition to the new logo, a branding code was also developed based on the colors Dark Grey, Riviera and White Sand.

Implementation at the POS and in interior design

Brandpulse also created mood boards to visualize the look and feel of the new brand, which serve as the basis for implementation at the POS and for the interior design. Together with rules for POS communication, this should enable a comprehensively consistent brand presence.

"After 25 years, it was time to take a close look at the appearance of the Brax brand. The new logo, the branding code and the guidelines for product communication and for the design of our own stores and retail sales areas will ensure a consistent brand image in the future," says Marc Freyberg, Managing Director at Brax.

The rebranding will be introduced gradually by Brax and will be visible everywhere from January 2025 when the spring/summer collection is released.

IFPI Switzerland is the industry association for music labels in Switzerland and counts around 40 national independent labels as well as the Swiss representatives of the major labels Universal, Sony and Warner Music among its members. Together they represent over 90 percent of the music market in Switzerland. As a non-profit organization, IFPI supports the interests of music labels in all music business and legal matters.

New test mark as an order

IFPI Switzerland draws up and publishes the official guidelines for the awarding of precious metal in the Swiss music landscape. These serve as a non-binding guide for music labels when awarding precious metal. TBS was commissioned to design a new certification mark that serves as official proof when awarding precious metal. The certification mark will be produced in the form of a sticker, but must have the character of a certificate that cannot be easily forged. In addition, the signet should function in gold and platinum versions. The music labels are free to use the certification mark as they wish - it can be applied to a gold record, for example. In addition, a simple but professional-looking design is also required for postal dispatch.

Timeless, elegant design

The IFPI logo is placed at the center as a guarantee of quality. With this independent sender, credibility is clearly guaranteed at first glance. The stickers are printed on holographic foils for more attention and a high-quality effect. The official cover letter for the presentation of the precious metal has also been upgraded and now has a timelessly elegant look. The stickers are sent well protected in stylish envelopes.

To appeal to the young target group, the chewing gum brand Stimorol has been using activations at festivals or collaborations with musicians for years. The WPP agencies won the pitch with their combined creative power: Ogilvy Switzerland with a refreshing campaign concept, GroupM and Mstudio Austria with their experience in the music industry. They have already been responsible for various 360-degree activation measures for Stimorol at the Swiss Music Awards and Masked Singer Switzerland. "We are delighted that the cogwheels all meshed perfectly during the collaboration and that we were able to generate a lot of traction," says Martin Distl, Managing Director of Mstudio.

The campaign will go live in mid-2025 and will be rolled out across Switzerland. Bruce Roberts, Executive Creative Director of Ogilvy Switzerland, says: "Time to make Stimorol the Love Brand of Music Summer 2025 again in 2025".

Rey will divide his time equally between the radio and the newspaper, the company ESH Médias announced on Tuesday. ESH Médias is the owner of Le Nouvelliste and main shareholder of Rhône FM.

Rey's main task will be to "continue and accelerate" the rapprochement between the two Valais media, which have already been working together for several years.

The 47-year-old Rey was a TV presenter at RTS television in French-speaking Switzerland and a radio presenter at Rhône FM for many years. He was also head of the Valais radio station before becoming its director in 2020. At the Le Nouvelliste he succeeds David Genolet, who left the company last summer. (SDA)

Digital competitive advantages in practice

How to successfully plan, implement and anchor digital strategies.

• Bramwell Kaltenrieder, Marc K. Peter and Kai Reinhardt
• Publisher: Schäffer-Poeschel
• Publication year: 2024
• Pages: 220
• ISBN: 9783791060606

With its precise academic structure, this book reflects the current state of knowledge on the subject of digital transformation. Several examples illustrate the predominantly theoretical explanations. The book's main advantage lies in its systematic approach. Anyone involved in transformation management in practice will find a guide for finding a strategy and an orientation aid when things get stuck in day-to-day business. Because that is the rule - most transformation projects do not achieve their goals. Those who want to do better will find help here.

Autocorrect

Mobility for a world worth living in.

• Katja Diehl
• Publisher: Fischer Taschenbuch Verlag
• Publication year: 2022
• Pages: 272
• ISBN: 9783103971422

Why is the traffic turnaround in Germany just not getting off the ground? On the face of it, the answer is simple: for far too long, urban and transport planning has been focused solely on car traffic. But why is this so difficult to change? Katja Diehl takes a close look and breaks down in detail the extent to which the car-centric nature of our society is rooted in completely different problems: poverty, discrimination and a lack of diversity. She takes a clear stance in favor of healthy mobility for all and points out various ways in which this could be achieved.

Climate-neutral companies

Management, control, technologies.

• Ulrich Sailer
• Publisher: UVK
• Publication year: 2024
• Pages: 130
• ISBN: 9783381113415

Germany wants to become climate-neutral by 2045. This is also a highly relevant goal for companies. Many have also started to align themselves with the goals of the Paris Agreement. But how does this work in practice? Ulrich Sailer provides an overview of how companies can strategically and operationally move towards climate neutrality. He provides a compact explanation of how sustainability can be measured and managed and how sustainability reporting can be put on a solid footing. Not an easy read, but a helpful and well-founded introduction to corporate climate management.

Do less, achieve more!

How you can take the pressure off yourself as a manager and achieve more at the same time.

• Alfred Faustenhammer
• Publisher: Wiley-VCH
• Publication year: 2023
• Pages: 288
• ISBN: 9783527511662

Should managers be open and direct? Yes. Do they have to be able to lie? Also yes. What sounds like an irresolvable contradiction becomes clear as soon as you read this well-written guide. Alfred Faustenhammer explains in a refreshing, sometimes controversial, but always constructive way what successful leaders must - and must not - do. His practical examples are highly recognizable, and those who heed his clear messages will avoid typical mistakes. This applies to seasoned but stressed managers as well as (over)eager newcomers.

The campaign ads adapt dynamically to the respective location. The name of the nearest Helsana branch and the distance to it are displayed in order to provide potential customers with relevant information directly on site. The content of the ads is displayed in the respective national language to maximize comprehensibility and relevance.

Martina Piechocinski, Digital Advertising Specialist at Helsana, is convinced by the programmatic technology and its dynamic possibilities: "With this campaign, we can address our customers directly in their immediate environment and offer them relevant information about the nearest Helsana branch." In addition, the dynamic adaptation of the content reduces the effort involved in creation and offers more flexibility thanks to central control.

"By combining location-based targeting with dynamic optimization of advertising media, we create efficient and targeted communication that supports Helsana in achieving its goals," says Tarek Al Faiech, Senior Media Consultant at Mediaschneider, explaining the advantages of the technology.

The campaign was played out via Vistar Media's demand-side platform, which offers solutions for managing and optimizing dynamic DOOH campaigns, and ran for a total of four weeks from the end of September 2024.

Responsible at Helsana: Martina Piechocinski (Digital Advertising Specialist), Katerina Danilis (Project Manager), Stefanie Korn (Co-Lead Outbound Marketing). Responsible at Mediaschneider Zurich: Tarek Al Faiech (Senior Media Consultant), Dominique Schilling (Senior Media Consultant), Monika Graf (Senior Programmatic Buying Manager). Responsible at Vistarmedia: Sedat Altinok (Senior Sales Director DACH)

Priska Schoch co-founded the procurement platform for SMEs Gryps in 2010 and helped build it up. In 2021, the company was sold to the former Ringier Axel Springer Schweiz AG. After 14 years, Schoch has now decided to end her active work for Gryps at the end of the year and retire.

As part of this change, Co-CEO Urs Gysling will take over the sole management of Gryps with 20 employees as CEO on January 1, 2025. Following the company takeover by Ringier Axel Springer Switzerland in fall 2021, Urs Gysling joined the management of the SME portal as Chief Content Officer and worked with the team to expand the content offering.

In 2023, Gysling also took over responsibility for the Sales division and successfully developed the partner business. Since March 2024, Urs Gysling has led the company as Co-CEO together with Priska Schoch. Before joining Gryps, he managed various publishing houses, including the Beobachter and LandLiebe editions from Ringier.

"The challenges and special features of French-speaking Switzerland must be heard at a national level," emphasizes Tania Cullen, board member of the Swiss LiveCom Association. The region represents a quarter of Switzerland and brings particular added value to the industry with its cultural diversity and specific needs. "Our integration into the national structure of the association is crucial for our voice to be heard in the Swiss LiveCom sector," Cullen continues.

The increased representation of French-speaking Switzerland should contribute to the goal of bringing all regions of Switzerland together in order to be an effective advocate for the industry. According to the Swiss LiveCom Association, a united nationwide network promotes continuous exchange and the joint development of solutions for current and future challenges.

Further training and development

The association is also actively involved in the further training and development of the event industry. Members in French-speaking Switzerland have exclusive access to comprehensive studies, benchmark analyses, sustainability tools, discounts, specialist conferences and numerous further education and training opportunities. "We help our members to be successful in the market through continuous training and access to essential industry knowledge," explains Cullen. In addition, the association represents the interests of the Swiss event industry at a political level in order to ensure economically favorable conditions for the industry.

First event planned in French-speaking Switzerland

In order to promote networking and thus collaboration, the Swiss LiveCom Association is already planning its first events in French-speaking Switzerland for 2025: "We are inviting the entire event industry in French-speaking Switzerland as well as our German and Italian-speaking colleagues to join forces in order to master the challenges of the industry together, develop it further and strengthen our connections," says Cullen.

The campaign's subjects provide an insight into everyday working life, which is characterized by the interaction between carers and residents. The campaign can be seen on posters, in social media and on regional public transport. The landing page has also been redesigned foundation-liebenau.ch/workwhich presents jobs and benefits and leads directly to the online application. The photo and video production was carried out together with Nektar.tv from St.Gallen.

In order to stand out in the competitive market for nursing staff, the foundation will be offering employees even more vacations, flex per diems for short-term assignments and shorter daily working hours from 2025. The campaign aims to raise awareness of these benefits and the Liebenau brand in Eastern Switzerland.

The heart of the brand strategy

Love for the team is at the forefront of the core messages in the brand flow strategy that Festland has developed with Liebenau Switzerland. The employer campaign is also the first and most important area of application of the strategy. The focus of Liebenau's messages is on combining the power of the heart with the power of the future.

The collaboration began in January 2024 with a campaign to mark the opening of the new visitor center. This also marked the start of the zoo's new era. A few months ago, preparations began for the 100th anniversary in 2025.

Bühler & Bühler has given the nature and animal park a fresh coat of paint. "The corporate design is authentic, true to nature and unmistakably style-defining. It translates elements of nature and the animal world into a modern visual language that is emblematic of the new zoo," explains Vasco Bickel, Senior Digital Art Director and member of the Bühler & Bühler management team. "With striking, bright colors, a new typeface and a graphic element as a reference to the iconic new entrance building. It picks up on the angles of the architecture."

Based on the new CD, the agency has implemented several communication measures in recent months: a sponsorship brochure, several fundraising projects - such as a POS campaign for animal sponsorships - and two donation mailings. The focus is currently on revising the member magazine and the newsletter.

Barth took up her position as Head of Publishing at the Orell Füssli Group in November 2020. Over the past four years, she has made a significant contribution to the success and realignment of Orell Füssli's publishing operations, the group writes in a statement. Under her leadership, the division has returned to profitability and growth. Barth was also the driving force behind the successful acquisition of Hep Verlag in Bern in 2022 and the digitization strategy of the publishing houses.

The accomplished publishing manager has many years of experience and extensive expertise in publishing and digital media. Barth holds an Executive Master of Science in Strategy & Modern Marketing from CEIBS in Zurich and a Bachelor of Science in Business Administration.

Ulrich will take up his position in the Bern newsroom on January 6, 2025, according to a press release. "I am delighted to become part of a team that enriches the Swiss media landscape with innovative and independent stories," the 40-year-old is quoted as saying. "I am also looking forward to contributing to the further development of this successful news portal."

Deputy Editor-in-Chief Karin Aebischer is delighted with the new addition: "Simon Ulrich brings a lot of experience with him. With him, we are further increasing the quality of the news section."