Swissness still attracts

You will find a detailed article on this topic in the upcoming Advertising Week 21/16.

There was great interest in the presentations by Stephan Feige, Managing Partner of HTP St. Gallen Managementberatung, and Stefan Szabo, Head of Legal Services Industrial Property Rights at the Institute of Intellectual Property (IPI).

The green hall in the Volkshaus was bursting at the seams on Thursday when the German-speaking Switzerland section of KS Kommunikation Schweiz called for a practical workshop on "Swissness - the crux of the cross". In the first part, the participants from the client and agency side were pleased to hear the findings of HTP's "Swissness Worldwide" study confirm that Made in Switzerland is still a factor that positively influences the purchasing decisions of many consumers worldwide and especially in Switzerland.

However, not for all industries, products and services to the same extent. While people around the globe would pay more than average for watches, personal care, cosmetics, cheese, vacations, and 3D printers (!) if Switzerland were in them, the ICT and airline industries, for example, cannot benefit much from this bonus. All in all, however, Swiss products and services are top: in global perception, they are just a touch behind Germany, but ahead of Japan, the USA and the UK.

Decoration or origin is decisive

However, the quiet euphoria about the strength of the Swiss brand gave way somewhat to disillusionment after Stefan Szabo's presentation. The IGE specialist convinced the audience with his comprehensive knowledge of the new guidelines for commercial communication. However, he was unable to give a conclusive answer to concrete questions such as whether and in what form automobile importers will still be allowed to advertise with a "Swiss Edition" as of 1.1.17. Too much depends on the individual case. Too much depends on the individual case. The only certainty is that such product designations are only legal if the additional package of the edition is there to fulfill specific Swiss guidelines.

Nevertheless, two insights emerged: Firstly, the use of coats of arms will in future - with exceptions - be reserved for the Confederation. Secondly, the difference between decoration and origin is crucial. A Swiss cross may only be used if the majority of the product or service actually originates from Switzerland. Stefan Szabo was also unable to refute the opinion of Marc Schwenninger, legal advisor to KS Kommunikation Schweiz, who chaired the discussion, that this soup would probably not be eaten as hot as it was cooked. Even up to now, violations against the use of the Swiss cross have only been prosecuted with restraint, although they are official offenses.

For more information on the new Swissness law, visit the IPI website at Ige.ch/swissness.

Voices about the workshop

"Although I would of course have liked to know specifically whether and in what form we may continue to advertise our "Swiss Edition", I very much enjoyed the workshop. I will now clarify in more detail with our in-house lawyers what is feasible and what is not. Because we want to be sure that our advertising is fair and correct."

Reto Kreis, Director at Suzuki Automobile Switzerland

"In our agency, we look after various clients and associations that advertise with Swissness. Merchandising is also an important topic for various clients. We would have liked even clearer answers in some cases. However, we liked that both the marketing side and the legal situation were addressed."

Claudia Minchau, Consultant at Schaerer and Partner

"I attended the workshop because I was unsure what to expect with the new Swissness law. Thanks to the workshop, I am now sensitized to the topic. The two competent speakers contributed a lot."

Roger Hausmann, Writing Workshop