Ansorg wins German Brand Award 2018

Following the announcement of the winners of the German Brand Award, retail lighting expert Ansorg GmbH was delighted. The company received the coveted award for 2018 in the category “Lighting” for the best product and company brand. The gold award is conferred for outstanding achievement in branding within an industry. “We are very honoured that we were able to impress the jury with the brand alignment efforts we launched four years ago”, says Ansorg CEO Mario Dreismann. “The Ansorg brand combines technical know-how with quality design and lighting design expertise.” True to the brand’s guiding principle “The Retail Light Guides”, Ansorg consistently uses these qualities to promote the sales of its retail customers’ goods. As a lighting specialist that takes the brand identities of its clients into account, the company develops tailor-made concepts that fulfil the expectations of extraordinary brand experiences in their implementation.

The jury’s reasoning for the award in the class of “Industry Excellence in Branding” is therefore: “If you compare Ansorg’s current branding with its profile prior to its 2014 relaunch, you really have to take off your hat to them for how much they’ve accomplished in a mere four years. In fact, the brand, and with it the company as well, has undergone a veritable across-the-board transformation, down to the last detail. This evolution, which is nothing short of exemplary, encompasses the company’s branding and impact with respect to its customer base as well as its in-house communication.”

The success factors of effective brand building are clearly visible with their focus, clear differentiation and holistic understanding of the brand and its implementation. In its own assessment, the lighting specialist has been able to push ahead with key strategic brand management objectives in recent years. This includes anchoring the brand in the corporate strategy, its implementation within the core processes, the development of a new corporate design and its translation into corporate wording, content marketing and communication.

“Despite all the joy surrounding this award, it is also clear to us that the implementation of our brand strategy is a long-term transformation process that requires constant honing”, explains Head of Marketing, Eva Danischus. The award is an incentive to achieve even more within the framework of the value triad that has now been implemented. “We are enthusiastic about brand staging in the space itself and seize every opportunity to show off goods to their best advantage. This means that our employees are the basis for the success of the brand. Their commitment is and remains the decisive component for the positive image of our company”, Danischus concludes.

Hans Meier-Kortwig, Managing Director of GMK Markenberatung, adds: “Based on the guiding principle ‘The Retail Light Guides’, Ansorg has revised the entire experience chain of the brand. In addition to revamping its appearance, the product range and services for global customers were redefined and communicatively positioned on the basis of the brand. The management involved the employees in this process with openness and consistency from early on, making the brand project an anchor for the change required throughout the company as part of digitisation.”

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