Sander
Winner
Excellence in Brand Strategy and Creation
Brand Strategy – B2B
Details
Adaptation of the brand strategy and brand image to contemporary requirements and communication expectations of the industry and its target groups.
The Jury‘s Statement
In the B2B environment of textile interiors, a merely formal modernisation was not enough for SANDER. The repositioning redefines the brand through attitude, design awareness and contemporary living culture, sharpening its relevance for retail as well as professional multipliers. Fashion codes, a second-look visual language and an editorial media system of lookbooks, magazines and digital content give the positioning a clear form. This presence becomes sustainable because strategy, appearance and channels consistently deliver the same shift in perspective.
