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Wacom, the leading manufacturer of pen tablets and Interactive Pen Displays, has presented a new brand concept for the next phase of its growth. According to company information, the basis is the vision that originally inspired Wacom, to place highly developed tools in the hands of creative people around the world that can nevertheless be used in a simple and natural way. The new orientation builds on this, but also formulates the company’s aspiration to go beyond the pen technology for which Wacom has become known and to continue growing in this way. It paves the way for the introduction of completely new technologies that bring people and technology even closer together. The announcement of the new growth strategy goes hand in hand with a change in the company’s Corporate Identity and the introduction of a brand for the consumer market.
Over the last 25 years, the advanced technology of Wacom’s intuitive input devices helped create some of the world’s most sensational digital artworks, films, special effects, fashion creations and designs. To facilitate entry into the next phase of its growth, Wacom will continue to supply creative professionals with the best digital tools and interface solutions on the market, but will also target the consumer market more strongly than before: Wacom has recognized that more and more computer users in the office or at home are looking for ways to stand out from the crowd and express their personality by making use of the latest technology.
Wacom will initially fulfill the aspiration to reach broader target groups beyond its original following from the professional creative field with the help of its newest product family. This series of pen tablets for navigating, drawing, painting, writing and retouching photos bears the brand name “Bamboo”. In Bamboo brand communication, the technology used in the respective models moves into the background. Rather, it is about encouraging people to “make their mark” – on the one hand by creating something visually distinctive and thus personal, and on the other hand by thereby leaving an impression on other people. Beyond Bamboo, Wacom will introduce a series of further innovative technologies for creative professionals as well as for a broader consumer target group in the near future.
Han Stoffels, Managing Director Wacom Europe GmbH: „Wacom is in an extraordinarily exciting phase, because we aspire to develop and expand enormously over the next few years. On the basis of our expertise and experience in the creative field, we will offer innovative products that are designed not only for designers, but also for every computer user.“
„Open up. Sense more. – That is the guiding idea that will serve as the focus for our corporate brand in the next phase of our growth“, explains Stefan Kirmse, Director Marketing at Wacom Europe, who heads Wacom’s Global Brand Management. „The idea encourages a new way of implementing our fundamental vision of bringing people and technology closer together. It reflects the company’s attitude of being open to new ideas, solution approaches and ways of proceeding – an attitude that has made our innovations possible in the first place. The idea expresses that people can make their lives more fulfilling, lively and dynamic and challenges them to discover the future with all their senses.“
