Brand Framework
Definition and consolidation of brand identity and positioning of the largest German social media platform at that time has facebook on its mind.
Background: in 2009, Facebook was gaining ground in Germany, leading to a dramatic loss of market share for the social media network “VZ”.
Solution: Strategic realignment of the brand "VZ". A market analysis of all competitors and a differentiation of the brand within the various national and international social media networks were developed. Subsequent development of the brand framework, included brand competence, positioning, vision and mission. For a better conveyance of the new brand understanding, brand attributes were determined, followed by an appropriate visual and emotional mood film.
*(2009: german facebook members: 3,3 Mio / studi+meinVZ members: 13 Mio.)