Hailo is delighted to have been awarded the German Brand Award, one of the most important German brand prizes, for the second time in a row.
The prize was presented in Berlin on June 6th, 2019. Hailo won in the category of Excellent Brand Living. The jury honoured the outstanding achievements of the brand from Haiger, Hesse, in last year's brand relaunch.
In an extensive process, Hailo has completely rethought and repositioned its 2018/19 brand from scratch. In addition to a new positioning with clear brand core and values, the ladder and waste bin manufacturer has entirely rebranded its corporate design, visual language, packaging with shopper guidance elements, and product range alignment. A comprehensive brand CD book now forms the "bible" for everyone who works with the brand. Comfort is the brand core of Hailo, and the associated brand values are safety, high quality and excellent service. Every action that Hailo takes must reflect this brand positioning. From product development and marketing communication to sales to retail customers and end consumers, the brand book is crucial in the way customers experience the Hailo brand.
"Based on empirically measured market research and many discussions with our employees, customers and service providers, we have defined everything very stringently and clearly. It was a long road, but one that was very worthwhile," says Daniela Grumbach, Director of Marketing Home & Business, who was in charge of the project.
In the competition, initiated by the German Design Council, participants faced a top-class jury of experts from brand economy and science. The aim is to strengthen the significance of the brand as a decisive factor for the success of companies in the national and international competitive environment. The nomination is put forward by the German Brand Institute. "We are very pleased to win the German Brand Award for the second time in a row," says Managing Director Jörg Lindemann. "It is proof that we are on the right track. Now we’ve been provided with the ambition to stand here again next year and win the award for the third time.”