SCHILLER, a brand consultancy specialising in system-oriented brand management, supported the entire brand-development process during the sale and is positioning the new global brand with the promise “Innovation that works”.
The new guiding statement is based on the central values of innovation and reliability, which emerged from the company’s long tradition and are intended to remain the basis of sustainable customer trust. MEDIA BROADCAST Chief Executive Helmut Egenbauer says: “Our new presence gives us the desired market position, communicates our German engineering and stands for continuity.”
T-Systems brought SCHILLER into the process of developing the new brand in mid-2007. The management of T-Systems Media & Broadcast considered it important to develop a brand concept that maintained continuity with the company’s identity and kept customers built up over many decades connected to the brand.
By developing the name into MEDIA BROADCAST and using the distinctive, clearly established positioning “Innovation that works”, SCHILLER met the brief. “We wanted to develop a credible brand based on authenticity and continuity rather than spectacular advertising shaped by the current zeitgeist,” says Wolfgang Schiller, Senior Brand Consultant at SCHILLER, describing the consultancy’s consistent systemic approach to positioning the MEDIA BROADCAST brand.
On this foundation, SCHILLER developed central key images in a second stage to express the brand’s positioning unmistakably. A comprehensive design process then created the brand’s entire visual identity and documented it in a corporate-identity manual.
SCHILLER is currently implementing the detailed concept and photographic production of the complete visual world, which will be used in advertisements, brochures, presentations and online.
