Brand News
BRAND MANAGEMENT
BPW IS EVOLVING – AND LETTING THE ENTIRE WORLD TAKE PART: THE CORPORATE COMMUNICATIONS TEAM FOCUSES ON OPENNESS, DIALOGUE AND LEVERAGING THE POWER OF NETWORKS. IN ADVERTISING CAMPAIGNS, BPW REFERS TO TANGIBLE FIGURES INSTEAD OF FLOWERY SLOGANS – AN EXPRESSION OF RESPECT FOR ITS CUSTOMERS.
QUALITY IS THE BEST KIND OF ADVERTISING. BPW OWES ITS REPUTATION TO THIS PRINCIPLE
For generations, BPW has been synonymous with top quality and reliability in the transport industry – as proven by customer surveys and market research data, as well as prestigious awards the company has received year after year. And that’s how it should stay, explains Katrin Köster, head of Corporate Communications at BPW:
“A strong brand can act as a guide in times of change. Through our brand strategy, we want to inspire and motivate our partners, customers and employees for the future of transport.”
Katrin Köster
For things to remain the same, everything must change – this is something the Corporate Communications team knows as well, and so they are proactively focusing on digitisation, networking and dialogue. To this end, BPW launched the online platform motionist.com instead of its printed customer magazine, which for the first time connects the latest reports and interviews from transport and logistics with BPW’s social media channels. Nadine Simon, BPW spokeswoman, and Social Media Manager Till Homrighausen jointly developed the concept of the interactive portal:
“With motionist.com, our goal is to appeal to everyone who wants to make an impact in the industry – from senior executives to drivers – simply anyone who is enthusiastic about innovation in transport and logistics.”
Nadine Simon
“We have completely revamped the way we take up and present relevant topics,” adds Till Homrighausen. “With motionist.com, we don’t just want to unilaterally broadcast our message out across the industry – we also want to listen, learn and constantly improve. That’s why visitors can comment on, rate and share all of the articles on social media.” While categories such as digitisation, electric vehicles and smart cities offer exciting insights into current and future trends in the industry, profiles of drivers and other people in the trenches driving progress in the industry on a daily basis ensure that motionist.com is firmly rooted in the here and now of day-to-day transport.
BEING REALISTIC ALSO SHAPES THE COMPANY’S ADVERTISING STRATEGY
which is why BPW mentions the tangible customer benefits of its products and services in euros and cents, metres or other concrete figures. According to Katrin Köster:
“Decision makers in the transport and logistics sectors prefer clear and straightforward statements to catchy advertising slogans. To us, this advertising strategy is also an expression of our respect.”
Katrin Köster
In future, the Corporate Communications team in Wiehl will increasingly assume responsibility for central service functions for the entire BPW Group – worldwide. In this process, BPW is also focusing on digitisation and the power of networks – the interactive service and collaboration platform named Marco supports all of the company’s marketing processes, but also facilitates the exchange of ideas and opinions throughout the Group. External partners such as agencies, printers and exhibition booth builders will also be integrated into the platform and actively participate in the ongoing development of the brand. In this way, BPW will, in future, not only stand for quality and reliability, but also for customer focus and innovation more than ever before.
