WAGO

Description

In a systematic process, WAGO has set up a new brand positioning for the future; a paradigm shift for the previously product-oriented, engineering-driven company. Products and solutions for electrical connections and automation technology are becoming the backbone of the smart connected world. Consistent brand management, customer and dialogue orientation are a key factor of the brand’s success and lead to a holistic brand appearance.

Statement of the jury

WAGO, which manufactures components for electrical connections and electronic components for decentralised automation, has completely repositioned itself by shifting the focus of its marketing strategy away from its products per se, in favour of solutions and a dialogue with customers; and this in turn is reflected in the contemporary look and feel of the company’s branding. This daring change of direction has made what was once a hidden champion into an authentic, and far stronger player. Exemplary.