Bayer focuses on its core brand – Honored at the German Brand Awards 2012

SpiessConsult supported the Leverkusen-based group in its brand optimization process and the development of a new online platform for brand management.

Together with a task force made up of Bayer Corporate Branding and subgroup staff, the agency assisted the company between 2010 and 2012 in re-aligning the corporate branding strategy, re-defining brand values and optimizing the corporate design.

The newly defined brand values were implemented via the innovative CI/CD online platform “Bayer Identity Net”, which replaces all previous design manuals at Bayer. In addition to being provided with binding rules for the new brand image, employees around the globe were persuaded of the necessity of a rigorous brand system as part of extensive internal measures and given systematic support in learning to use the “Bayer Identity Net” platform.

Bayer Identity Net was honored with the 2012 German Brand Award (Deutsche Marken-Award) in the category “Best Brand Extension”. With this award, the trade magazine “Absatzwirtschaft - Zeitschrift für Marketing” and the German Marketing Association (Deutsche Marketingverband) honor companies for excellent performance in brand management. The competition entries are subjected to a multi-level application procedure.

The task of SpiessConsult included the development of strategic and content contributions and the optimization of the corporate design as well as the coordination of the large team consisting of numerous internal and external staff members and service providers.

The result was the development of a brand-new, user-driven service for all Bayer employees directly or indirectly involved with design tasks. The Bayer Identity Net not only provides accurate, easily comprehensible information about the brand, the brand values and design, but is also an active information and exchange platform covering the issues of corporate identity and design for all Bayer staff. As a living brand formation instrument, the Bayer Identity Net is a contemporary, global dialog portal, which is among the cutting-edge platforms for implementing a uniform corporate identity.

About SpiessConsult:

SpiessConsult GmbH & Co. KG is a consulting company focused on the field of corporate, financial and product communications, headquartered in Düsseldorf, Germany. It offers its clients the full range of services in advertising and PR. Its main activities are connected with strategic consulting, communications for corporate change processes, technology/innovation communications, and the building and steering of corporate and product brands.

Contact: Robert Fuchs
Phone: +49 (0)211/550217-211