The workplace is undergoing far-reaching changes, and this has been accelerated even further by the exceptional circumstances caused by COVID-19. To navigate a company safely through these times, it’s important to have confidence in dependable values and the courage to try something new. Since relaunching in October 2018, König + Neurath has repositioned the brand as Work Culture Explorer – with the role of supporting architects, dealers and companies in a time of radical transformation in the workplace. With aesthetically sophisticated furniture and differentiated style collections, the international company with its origins in Hessen follows an integrated design strategy – and this seems to be the right approach: the German Design Council, Germany’s leading authority on design and brands, and the German Brand Institute presented König + Neurath with the German Brand Award in two categories on 18th June 2020 in recognition of its successful branding.
Viktoria König, who is responsible for brand image, describes the application: “If you understand your company from the inside out and know the characteristic features of the work culture there, you can approach changes with a targeted strategy. The digital consultancy tool K+N WORK.CULTURE.MAP can be used to explore the qualities of a work culture in a fun way, or identify aspects of employee surveys in quantitative terms. The information gathered is visualised in a profile and used as inspiration for designing working environments.”
And the jury justified its decision for awarding first prize with the following statement: “A new digital tool that’s probably unique in the market, which allows König + Neurath to stand out as a single-source supplier and process facilitator, and has a significant influence on the process of becoming an everyday customer-focused brand.”
The high-calibre jury made up of experts in brand management and brand science also conferred an award in the category Excellent Brands – Office & Stationery for the best product and corporate brands within an industry. König + Neurath is a “WINNER” in this category. “To receive an award like this as one of 1200 entries from 14 countries is a fantastic affirmation of our work. It shows that we’re on the right track for continuing our consistent development of König + Neurath into a strong and recognisable brand,” reiterates Michael Cappello, the new board spokesman at König + Neurath AG. “We will also carry on applying our long-standing experience to come up with inspirational ideas with which we can support our customers throughout all aspects of the office design process. Starting with analysis of their work culture, working through painstaking planning and encompassing long-term service.”
he jury is made up of independent experts from a variety of disciplines across a background of business, science, consulting, services and agencies. Judging of entries is carried out on the basis of individuality and brand-typical characteristics, brand perception, differentiation from competitors and target audience relevance. Brand management should take into account aspects like sustainability, innovative value, continuity and future viability. Factors such as brand identity design quality, consistency of brand experience, and success in economic terms also play a key role in the adjudication process.