For several years, the manufacturer of premium movement systems has been driving forward perception of the GRASS brand as the epitome of innovative product solutions which highlight and amplify the quality of furniture. Brand building will again be a major focus in 2013. GRASS management remains committed to its successful path and will continue to aim for exemplary brand collaborations with renowned manufacturers who are optimally positioned to underline the high values of the GRASS brand.
Whether a purchase involves food, a car, a mobile phone or a computer, brands communicate key characteristics of the product and influence the final decision. On the one hand it’s the quality, on the other technical features, sustainable production and other attributes embodied by the company and the philosophy behind the product.
For many years, brand building has played a major role for the German-Austrian company – and that can be experienced live at this year’s interzum. “We continually strive to further increase the recog¬nition value of the GRASS brand. Among suppliers to the furniture indus¬try it’s pretty rare for a company to adopt such a strong approach to boosting its brand. That’s exactly what we’ve set our sights on. Beyond the products themselves, we want our customers to take a much closer look at overarching aspects such as movement, comfort and design in furniture and to associate positive characteristics with the GRASS brand. That’s why a great deal of thought goes into deciding to how we present ourselves outwardly, be it with new means of communi¬cation or at a trade show like interzum”, explains Harald Klüh, global brand manager at GRASS. “In an ideal situation, the kitchen salesperson communicates the benefits inherent in our innovative, top-quality pro¬ducts and the end customer actively considers the movement systems when making the decision to purchase. This is a lengthy process be¬cause building a brand is a long-term strategy. Particularly as it’s not just a question of market presence; the goal has to be a consistent brand image in all markets around the globe”, says Harald Klüh.
Brand collaborations as an integral part of a unique, integrated marketing strategy
Targeted cooperation with selected manufacturers is a successful component of the comprehensive brand strategy. The renowned Italian kitchen manufacture Dada, a company belonging to the Molteni Group, recently presented its latest collection to coincide with the Milan fur¬niture exhibition. And their use of the unique movement system Vionaro from GRASS is clearly visible for all to see. Dada’s kitchen designers had been looking for a drawer solution that would harmonise perfectly with the aesthetics and functionality of their top-class creations. Around the same time, GRASS presented its initial Vionaro design studies and was working flat out to develop the market-ready product – the ideal moment for a successful collaboration with great prospects for both sides.
For GRASS, this was not the first cooperation of its kind. “In 2011, the company succeeded in entering into a similar collaboration for the first time with an OEM customer, which was quite unprecedented at the time”, explains Klüh. “Stosa Cucine, another Italian kitchen maker that ranks amongst the top five in the market, decided to actively promote their relationship with the GRASS brand to distinguish themselves from other market players. A real win-win situation for both companies. And for GRASS, it marked the start of ingredient branding.” It was not long before another collaboration was announced with Austria’s well-known name in bespoke kitchens, HAKA Küchen.
A brand world that provides product experiences and sets new standards
Collaborations are certainly not the only way in which GRASS drives forward awareness of the brand. A consistent and striking corporate design that is immediately recognisable in external communications is another major focus. “We’ve come up with some stunning ideas for this year’s interzum”, says Andreas Marosch, head of marketing at GRASS. “This time round, the 650 square-metre exhibition stand will again reflect our elegant brand world. We worked with WengerWittmann on the revision and further development of our stand concept. It goes without saying that the colour green is a must, but apart from that we’ve gone for a less static, linear design this year. Instead, there are significantly more rounded forms – the ideal backdrop for presenting the flowing movements of our systems in an even more emotional way.”
The stand in Hall 7.1 is based on an oval design and is reminiscent of an arena. All the products are arranged according to groups, so there are fixed “stations” for hinge, flap, corner cabinet and drawer systems. The absolute highlight will again be shown in the centre of the stand. The “Circulum of Movement” will act as a stage for showcasing the new Vionaro system. A film has been made especially for this purpose in which a mirrored room of infinite reflections creates an experience for the senses. “Let’s just say this much: the visitors to the show can’t immerse themselves any deeper in our brand and product world. In a matter of seconds, they will feel they have themselves become part of the presentation. And that’s exactly what we want to achieve: an unforgettable experience for every visitor”, explains Harald Klüh.
“The name GRASS has always stood for top quality and will continue to do so”, confirms GRASS chairman Ronald Weber. “Everything we do is centred on the promise we make with the GRASS brand: movement systems to satisfy the highest aspirations.”
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