A publisher that reaches all over the Netherlands but is seen by advertisers as decent if average. Of course, that had to change fast. This was a job for Edenspiekermann.
We made the brand more visible, made sure it communicated actively, particularly towards advertisers and employees. Wegener obtained the A-brand perception it deserves from advertisers.
Wegener’s dozens of subsidiaries do not appear to have much in the way of cohesion. A clear proposition had to make the added value clear to advertisers. Edenspiekermann sharpened the core of the brand and simplified the communication structure. The corporate Wegener brand is now much more visible.
Edenspiekermann also interpreted the new brand personality: regional, close to the customer and enterprising. All the individual publishers were referred to as ‘Wegener’: more recognisable and accessible to the outside world.
Along with the pay-off ‘Reach more’, Wegener had once again a clear identity: this is what we are and this is what we do. The range and profile are now clearer.
Wegener is a strong and visible brand which no one can ignore. And what of the advertisers? They are now grateful to use the big brand.
