{"id":1423,"date":"2020-05-26T13:59:47","date_gmt":"2020-05-26T11:59:47","guid":{"rendered":"https:\/\/www.ebene-c.de\/?page_id=1423"},"modified":"2021-02-02T09:42:22","modified_gmt":"2021-02-02T08:42:22","slug":"bioland_marke","status":"publish","type":"page","link":"https:\/\/www.ebene-c.de\/en\/bioland_marke\/","title":{"rendered":"Bioland Markenprozess"},"content":{"rendered":"
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Bioland
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\nWorkshop series brand development<\/h2>\n\n\t\t<\/div>\n\t<\/div>\n\n\t
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_Workshop series brand development\n_Collaborative brand positioning
\n_Condensation of the results in a brand passport<\/h4>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div>
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Background<\/strong><\/span><\/h4>\n

Bioland is the leading association for organic farming in Germany. More than 8,000 farmers, gardeners, beekeepers and winegrowers farm according to the Bioland guidelines. In addition, there are more than 1,000 partners from production and trade such as bakeries, dairies, butchers and gastronomy. Together they form a community of values for the benefit of man and the environment.<\/span><\/p>\n

www.bioland.de<\/a><\/span><\/p>\n

Task<\/strong><\/span><\/h4>\n

The strong growth of members in a short period of time and the cooperation with new trading partners - above all with Lidl - poses new challenges for the Bioland brand. For this purpose, the brand is to be analysed, sharpened and further developed in an interactive process in which as many participants as possible are involved.<\/span>
\nThe most important goal: to involve all members and partners of Bioland in this further development and to talk to the world with one voice.<\/span><\/p>\n

Solution<\/strong><\/span><\/h4>\n

Together with Bioland Marketing, ebene c developed a holistic brand development process with 5 modules:<\/span><\/p>\n

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_Module 1: Overall process design<\/strong><\/span><\/p>\n

Here was defined
\n<\/span>_How can representatives from all Bioland groups involved be involved?
\n<\/span>_How are decisions made?
\n_<\/span>_Which process steps does healthy brand development need?
\n_<\/span>_When and how does the overall process become a success?<\/span><\/p>\n

Module 2: Workshop series
\nBrand positioning with the agile brand model of ebene c<\/strong><\/span><\/p>\n

_<\/strong><\/span>_Personal invitation to representatives of various interest groups in Bioland\n_National workshop series (middle, south, north) with a total of almost 100 participants
\n_<\/span>Nationale Workshop-Reihe (Mitte, S\u00fcd, Nord) mit insgesamt fast 100 Teilnehmenden<\/span><\/p>\n<\/div>\n<\/div>\n\n\t\t<\/div>\n\t<\/div>\n\n\t

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_Module 3: Condensation of the results<\/strong><\/span><\/p>\n

_Condensation of the 3 different versions of the agile Bioland brand models into one picture<\/span><\/p>\n

_Development of central messages on the areas: overall goal, topics, uniqueness<\/span><\/p>\n

_Modul 4: Presentation
\n<\/strong>_Presentation and discussion in the executive committee<\/span>
\n_Further condensation, sharpening of the messages in a printed brand fact book<\/span>
\n_Presentation and unanimous adoption of the contents by the Presidium<\/span><\/p>\n

_Module 5: Target group adequate implementation
\n<\/strong>_Adaptation of the contents of the Brand Fact Book for all relevant target groups and the corresponding communication tools<\/span><\/p>\n<\/div>\n<\/div>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div>

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Client quote<\/strong><\/h4>\n

\"We are actually rather skeptical about consultants. Stefan Bohrmann and Arne Mack have led us through the agile brand model of ebene c or rather with their structured and at the same time empathic approach in an almost playful way to a result that was unanimously accepted. This is very rare for us. We are pleased that the two Bioland will continue to accompany us\".
\n<\/em><\/p>\n

Regina M\u00fcller
\nTeamleiterin Marketing, Bioland e.V.<\/p>\n<\/div>\n<\/div>\n\n\t\t<\/div>\n\t<\/div>\n\n\t

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<\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"Bioland \/ Workshopreihe Markenentwicklung _Agile Markenentwicklung _Kollaborative Markenpositionierung _Verdichtung der Ergebnisse in einem Markenpass Hintergrund Bioland ist der f\u00fchrende Verband f\u00fcr \u00f6kologischen Landbau in Deutschland. [\u2026]<\/span>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"_links":{"self":[{"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/pages\/1423"}],"collection":[{"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/comments?post=1423"}],"version-history":[{"count":27,"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/pages\/1423\/revisions"}],"predecessor-version":[{"id":2024,"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/pages\/1423\/revisions\/2024"}],"wp:attachment":[{"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/media?parent=1423"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}