 he downside to effective brand marketing is that a company can become so well known for one thing that its customers and prospects don’t realize it has other products or services to offer. |
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Clusters of services are positioned evenly around the central core of the exhibit. Clear, concise graphics allow visitors to locate individual services quickly, and topical videos play throughout to provide product orientation. |
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| Germany’s Deutsche Post AG has suffered from that curse. The logistics services company, which has been synonymous with parcel and express delivery throughout Europe, now wants customers to see it as an integrated business solutions provider. Its answer has been to create an individual brand identity for each of its four clusters of offerings — parcel delivery, express delivery, logistics, and financial services. Each brand identity is distinct, but complements the familiar yellow Deutsche Post umbrella. With this solution in hand, the company sought a way to employ it at the 2002 CeBIT Europe show. What’s more, it wanted it all to happen in relatively cramped quarters (a 115-by-60-foot island exhibit). Designer Pim Jeurissen of Raumtechnik Messebau, a subsidiary of the George P. Johnson Co., found a way to meet Deutsche Post’s needs. The resulting exhibit’s circular center core, labeled a “time gallery,” unites all of the logistics specialist’s services under the Deutsche Post name. Small clusters of services are evenly positioned around this central core. Ultimately, Deutsche Post is able to highlight its lesser-known services without losing its valuable brand identity. The judges agree. As one concludes, “The branding part of me loves this one.”  |
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| International Designers Deutsche Post AG Raumtechnik Messebau, a George P. Johnson Co., Bonn, Germany; 49-0-711-4401-123; www.gpjco.com CeBIT 2002 $2.18 million 115 by 60 feet $314 |
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Inside the central gallery, a film depicting a journey through outer space ties together all of Deutsche Post’s services with a time-is-money theme. |
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is a freelance writer based in Minneapolis
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