Double excellence: Wöhner honoured with two German Brand Awards
Rödental / Berlin, 16 June 2023 – Wöhner was honoured as winner twice at the German Brand Award 2023. On the one hand, the brochure for the electronic motor starter MOTUS C14 received an award in the category 'Excellence in Brand Strategy and Creation – Brand Communication – Print'. On the other hand, the website of the sister company Future Systems was given an award in the category 'Excellence in Brand Strategy and Creation – Brand Communication – Web & Mobile'.
Together with GMK-Markenberatung, the German Design Council established the German Brand Institute as a foundation. With the German Brand Award, it honours particularly successful brand management in Germany. A top-class, interdisciplinary expert committee evaluates above-average successful brands and their creators. The German Brand Award is divided into two disciplines: 'Excellent Brands' honours the best product and corporate brands in a sector. 'Excellence in Brand Strategy and Creation' honours the strongest campaigns, concepts and strategies of individual specialist disciplines.
Wöhner sets new standards – also in brand management
With the development of the motor starter MOTUS C14 and its strategic positioning in the market, Wöhner has demonstrated exceptional excellence. The electronic motor starter is a fuseless, restartable short-circuit protection device that switches off within ten microseconds in the event of a fault. It thus raises the protection of machines and systems to a new level. The fast short-circuit handling is made possible by the C14-Technology, with which Wöhner is taking the path of an electronic solution for the first time in one of its motor starters.
With a special publication that clearly sets the product apart from the competition, Wöhner allows the advantages to be experienced in a particularly vivid way. The lighting function of the MOTUS C14, which indicates the status of the device, was integrated into the cover of the brochure by means of LEDs and can be operated via a special button.
With its website, Future Systems is following new communicative paths. As 'Idea Hunters' within the Wöhner Group, the company develops solutions and services in the field of embedded hardware, software development, user experience and artificial intelligence. The guiding principle 'Idea Hunters' was taken up in the creation of the website. Ideas are not created in a linear way, but by linking patterns, thoughts and notes. Non-linear, digital platforms such as the collaboration tool Miro are representative of this. They played a major role in the realisation of the website. The interactively structured site conveys the working methods of Future Systems and convinces with its unconventional graphics, the approach as well as a multitude of possibilities to learn more about the perspectives of tomorrow.
"We are very pleased to receive two awards at once and it shows that innovative spirit and openness to new paths pay off – in products and solutions as well as in strategy, concept and communication. We will continue to follow this path consistently and act at the forefront in every respect when it comes to shaping the future," Philipp Steinberger, CEO at Wöhner, comments.
Distinctiveness and differentiation from the competition
Basically, all submissions to the German Brand Award are evaluated according to the criteria of independence and brand typology, brand distinctiveness, differentiation from the competition and target group relevance. Brand management should take into account aspects such as sustainability, degree of innovation, continuity and future viability. Factors such as the design quality of the brand presence, the homogeneity of the brand experience and the economic success also play a decisive role. Wöhner was able to convince in all these points.