wolfcraft tools wins German Brand Award 2017

wolfcraft GmbH has won the German Brand Award 2017 in the ‘Industry Excellence in Branding’ class for the ‘Gardening & Tools’ category.

The tool company was praised at the Brand Award ceremony, held in Berlin on 29 June, for its consistently managed market presence and comprehensive communications approach which utilises multiple channels.

wolfcraft explained: “The concept, enabling users to achieve perfect results using a mix of highly specific product solutions and didactically-designed communication, thoroughly impressed the expert jury. With this approach, wolfcraft consistently views the project from the perspective of the user and delivers the right amount of knowledge, support and service on all channels and at every stage of the customer journey. The complex communication strategy is based on data and analyses from user studies, eye-tracking measurements and measurements of electrical activity in the brain.”

Stefan Weigel, Head of Marketing and Development, and Christian Hurth, Head of Marketing Communication, accepted the coveted prize in Berlin. Wiegel said: “We are very proud that our far-sighted and consistent brand and communication strategy and its fundamental importance to the success of our company has been honoured in this special way. To be considered a pioneer in the world of branding sends a powerful message. In terms of innovative branding, consistent brand management and sustainable brand communication, we appear to be doing everything right.”

More than 600 guests from the worlds of business, politics and the media attended the ceremony. The German Brand Award is presented for successful brand management in Germany and encompasses all the technical disciplines of modern brand management. It discovers, presents and rewards unique brands and brand builders. It is organised by the German Brand Institute and the German Design Council, which was established by the German parliament in 1953.

Over the last 68 years, wolfcraft GmbH has established itself as an innovation driver in tools and power tool accessories. In 2010 and 2014, wolfcraft was identified in studies conducted by the Institut für Freizeitwirtschaft (Institute for Leisure Studies) as the best-known DIY brand* for hand tools.

“With our innovative power and our brand management, we are constantly on course for success. We are delighted that we were able to convince this top-class panel of experts of that fact. To have won this award from a field of more than 900 companies makes us very proud,” added Reinhard Wolff, who together with Thomas Wolff is the second generation of the family to run this company.

“The trade, in particular, will benefit from our growing brand power and the DIY Enabler Packages. We will also continue to invest sustainably in strong partnerships in the future,” concluded Wolff.

* Institut für Freizeitwirtschaft GmbH, Efficient marketing to DIY customers, Munich, 2010, 2014


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