ID Summer Camp: How trailblazing ideas and solidarity grow in nature

ID Summer Camp: How trailblazing ideas and solidarity grow in nature

The starting situation

Growing companies need a shared identity as a clear compass. That’s why we got out of the daily humdrum and out into nature with our client EIZO Technologies, the world market leader for visualization solutions in air traffic control. We all spent three inspiring days at our ID Summer Camp on the Ammersee in Bavaria. Watch the video to see what came out of it, and what Germany’s oldest boating school has to do with it.

The success story of EIZO Technologies

EIZO

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Peak Performer Kids Camps Lower Franconia and Upper Bavaria: A Review

Peak Performer Kids Camps Lower Franconia and Upper Bavaria: A Review

We are committed to the Peak Performer Foundation for fostering the next generation of peak performers. In the Kids Camps, children and adolescents learn the joy of performing – through games, fun, and real role models. Christopher Spall actively supports the foundation as its Managing Director.

Your journey to a distinctive brand starts here

Peak Performer Kids Camps Lower Franconia and Upper Bavaria: A Review

Peak Performer Kids Camps Lower Franconia and Upper Bavaria: A Review

The Peak Performer Foundation fosters the next generation of top performers. In the Peak Performer Kids Camps, the participating children and adolescents experience the joy of performing – with games, fun, and real role models. As Managing Director of the Foundation, Christopher Spall was right in the middle of it when 50 and 100 children and adolescents got into the action with great zeal in Kitzingen (Lower Franconia) and in Brannenburg (Upper Bavaria). With a huge smile, we look back on two events that enriched the lives of everyone involved.

“In our Kids Camps, we want to allow children to discover their own talents and to grow from within. We want the kids to experience the joy of doing something under their own steam and to make a difference in life.”

Christopher Spall, MD Peak Performer Foundation

Participation in the Peak Performer Kids Camps is free. In the camps, children playfully learn the basic values needed to achieve peak performances – from role models who authentically embody those values. And on top of that, there’s always the aspect of mental fitness: The so-called Skillcourt combines brawn with brains. Kids can prove their powers of concentration and quick reactions.

Kids Camp Unterfranken

The first Kids Camp took place on June 14 and 15, 2022 in Kitzingen. Five stations were set up where participants stepped up to a wide range of sporting challenges that could only be overcome as a group.

Among the camp counsellors were Alex King, Steve Hutchinson and Kreso Loncar, stars of Federal League ball club s.Oliver Baskets, who coached the kids in basketball, the focus of the Kids Camp Unterfranken at the itWheels Arena.

Olympic medallist Matthias Steiner made an impressive contribution: He appeared before the participants in a fat suit. The former weightlifter engaged in a lively and vivid discussion with the inquisitive children and teens about healthy nutrition, and gave them lots of practical tips.

Lars and Sven Bender, both former national football league players, also took part in the camp. As members of the Peak Performer Foundation, they also coached the kids in sporting activities, including, naturally, football.

In casual group sessions with titles like “Frag den Bender” (Ask Bender) or “Frag die Basketballer” (Ask the Basketballers), the kids had a chance to ask questions and find out what they always wanted to know.

But competition is also an important part of the Peak Performer DNA, so the second day was spent in a team challenge. The beaming winning team won tickets to a Federal League game of the s.Oliver Baskets in Würzburg.

Peak Performer Kids Lower Franconia 2022
Peak Performer Kids Lower Franconia 2022
Peak Performer Kids Lower Franconia 2022
Peak Performer Kids Lower Franconia 2022

“I’m simply happy. A great event with really great people. Seeing the kids laugh is the best part for me.”

Jochen Freier, founding member of the Peak Performer Stiftung
and host of the Kids Camp Lower Franconia

Kids Camp Upper Bavaria

The second Kids Camp on 23 and 24 July 2022 in Brannenburg was all about football. Apart from the Bender twins, other stars like Magdalena Neuner and Tobi Angerer were there.

One of the highlights of the event was the “Olympiad”: Everyone had a great time competing in different disciplines like cow bell shooting and summer biathlon. And it wasn’t only technique that counted. Success factors like believing in yourself or staying focused at the crucial moment were just as important. Qualities that can be very valuable not only in sports but in all other areas of life as well.

In the final football tournament, ten teams competed for the win – coached by their great role models. During the awards ceremony, all kids received a certificate, a commemorative photo, a ball and a medal.

Next Kids Camp:
07-08 September 2022 in Lower Bavaria (Regen)
Focus Crafts & Technology

Deeper insights into the Peak Performer Foundation

Peak Performer Foundation

The DNA of Spall Brand Identity Consulting

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Chameo Board: From product innovation to a strong brand

Chameo Board: From product innovation to a strong brand

What Monopoly is doing in a kitchen

The brand

True innovations are rare. We found one.

One that could potentially change an entire industry. But nobody knew how to explain the innovation – a product that is something completely new. The development of the brand identity made the crucial difference. Read the whole story behind Chameo Board®, The World’s First Tempering Cutting Board.

The goals

During the first joint workshop with the team from LENSER Filtration, we formulated the overarching core question: What makes our brand unmistakable and who is our message intended for? The preliminary working title of the product: Monopoly. An homage to the main material polypropylene and the envisioned monopoly position of the game-changing innovation. This question is what guided us from that first workshop all the way to the unveiling at the INTERNORGA trade fair for food service and hospitality.

Strong Brand Chameo Board

The starting situation

In early 2021, we received an inquiry: Brand identity development for a true innovation. A cutting board that can be kept at a constant temperature between 0-70° Celsius thanks to a heating/cooling unit. Developed and produced by the German mid-sized company LENSER Filtration from Senden near Ulm. The idea came from Managing Director Georg Börste and chef Simon Nordhoff.

The company LENSER Filtration works, as the name implies, in filtration technology for industrial applications. LENSER has a lot of experience with food-safe processing of plastics, but until now has been working far from the refined world of catering and hospitality.

 

We’re on to something big there. But we don’t actually know what it is. Never mind explaining it to others.

Georg Börste, Founder of Chameo Boards® and Managing Director of Lenser Filtration GmbH

The development process

  1. Survey among industry experts like chefs and restaurant managers and LENSER employees regarding their assessment of the innovation using a product video
  2. Carving out and condensing the crucial product features into a clear identity expressing the benefit of the product
  3. Clarification of the relationship between the new brand and the brand LENSER Filtration
  4. Development of a clear positioning and a shared vision
  5. Development of a strong brand name, a sub-line, and a strong motto
  6. Building a community in the German-speaking region
  7. Training the sales team on the benefit of the unmistakable brand
  8. Training the production staff on the new brand
  9. Support with the market launch through events and trade fairs like the INTERNORGA in Hamburg
Strong Brand Chameo Board

From positioning to chameleon

The positioning should focus the uniqueness of the product innovation to a point. The result of the workshop: “The first professional cooking tool that makes cooling, warming and cutting possible – anywhere.” With this clear focus, the next step was to find a name that can convey this positioning. The company chose the brand name Chameo Board® with a matching chameleon as a signature image. Why a chameleon? The product adapts to its ambient temperature – it can cool as well as warm, and it can do it anywhere. The image of the chameleon picks up on this idea and translates the positioning. The name is complemented by the sub-line “The First Tempering Cutting Board”, and together with the motto “Changes The Way You Cook” expresses the disruptive character of Chameo Board® to a tee.

 

The result

At the leading food service and hospitality fair INTERNORGA in Hamburg, we unveiled Chameo Board® with the project team on 30.04.2022. The professional crowd at the fair received the innovation enthusiastically, not only because we were one of the few exhibits in the hall that actively approached visitors. Rather, every single person working the booth was able to clearly communicate the benefits of Chameo Board® thanks to the brand identity we had developed, the positioning expressing the advantages, the understanding of their role as a sophisticated pioneer, and several communication training sessions. Now the path is clear for the vision of Chameo Board®: Every chef can present the full potential of their cuisine center stage.

Deeper insights into “Chameo Board”

Chameo Board

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Peak Performer Kids Camps Lower Franconia and Upper Bavaria: A Review

Peak Performer Kids Camps Lower Franconia and Upper Bavaria: A Review

We are committed to the Peak Performer Foundation for fostering the next generation of peak performers. In the Kids Camps, children and adolescents learn the joy of performing – through games, fun, and real role models. Christopher Spall actively supports the foundation as its Managing Director.

Your journey to a distinctive brand starts here

IMPACKT: How brands position themselves credibly on sustainability

IMPACKT: How brands position themselves credibly on sustainability

The brand

The Hamburg family business around the luggage brands travelite & TITAN has been successful for over 70 years. The Hamburg-based company is particularly strong in its partnership with the retail trade. But online sales and demand for sustainable luggage are now on the rise.

The goals

To position a credibly sustainable suitcase brand in the market and differentiate it from other market players in the long term.

The initial situation

travelite & TITAN have been offering suitcases made from recycled materials for some time. In the German market, both brands are No. 2 after Samsonite, and many people know the brands. TITAN even produces individual series in Germany with high-quality plastic from Austria. All cases are now so far matured that the durability is more than sufficient. But the people of Hamburg have a problem: almost every suitcase manufacturer now claims to have sustainable suitcases on offer. In addition, the dependence on suppliers from China ensures that individual brands have little chance to develop material innovations. In addition, many consumers have developed a seventh sense for greenwashing and travel is not sustainable per se. But sustainability means more than selling suitcases made from recycled materials. That’s why the family-owned company decided to establish IMPACKT, a new, sustainable D2C suitcase brand that takes into account all three pillars of sustainability (social, ecological, economic).

The development process

  1. Developing a core purpose that expresses the meaningful reason for IMPACKT’s existence.
  2. Development of a clear positioning for IMPACKT
  3. Derive a storyline and a clear benefit argumentation

The result

The drive behind IMPACKT is to combine the joy of travel with sustainability, for everyone. That’s why IMPACKT sells honest design luggage that makes more sustainable travel affordable for everyone.

The four dimensions of honesty are:

  • Honest products
    Entire product range made from recycled and / or natural materials. Repair possibility. Affordable for everyone.
  • Honest Impact
    Achieve tangible impact and make a real difference by supporting concrete projects.
  • Honest origin
    Family-run Hamburg company with 70 years of history.
  • Honest production
    Value chain is disclosed

With this attitude, IMPACKT manages not only to differentiate itself from the competition, but also to make a tangible impact – without greenwashing or false promises. Because in the end, traveling has to be fun.

Deeper insights into the “Impacked” brand

IMPACKT

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MarkenPraxis Blog

Peak Performer Kids Camps Lower Franconia and Upper Bavaria: A Review

Peak Performer Kids Camps Lower Franconia and Upper Bavaria: A Review

We are committed to the Peak Performer Foundation for fostering the next generation of peak performers. In the Kids Camps, children and adolescents learn the joy of performing – through games, fun, and real role models. Christopher Spall actively supports the foundation as its Managing Director.

Your journey to a distinctive brand starts here

From ice hockey idol to strong brand: 4 questions for Florence Schelling

From ice hockey idol to strong brand: 4 questions for Florence Schelling

Florence Schelling

The brand

As goalkeeper for the Swiss national ice hockey team, Florence Schelling took part in four Winter Olympics and eleven World Championships, winning bronze once each. In 2018, the Zurich native ended her career as a professional athlete. Since then, she has been active as a sports official and speaker, among other things.

The starting situation

Daily training and competitions often determine the daily routine of professional athletes throughout their entire careers. Afterwards, however, many questions arise: “What drives me, apart from sports?” “What do I actually stand for?” and “What does my personal compass for the future look like?”

In order to find answers to this question, we were allowed to accompany Florence Schelling in her identity development in the spring of 2022.
What she takes away from this and what advice she has for people who want to become a strong brand in an authentic way, she reveals in the interview.

The interview was conducted by Julian Schwab.

Deeper insights into the book “Personal Branding”.

Book Personal Branding by Christopher Spall

Immerse yourself in Personal Branding

Personal Branding

MarkenPraxis Blog

Peak Performer Kids Camps Lower Franconia and Upper Bavaria: A Review

Peak Performer Kids Camps Lower Franconia and Upper Bavaria: A Review

We are committed to the Peak Performer Foundation for fostering the next generation of peak performers. In the Kids Camps, children and adolescents learn the joy of performing – through games, fun, and real role models. Christopher Spall actively supports the foundation as its Managing Director.

Your journey to a distinctive brand starts here

EIZO Technologies: From technology company to strong brand

EIZO Technologies: From technology company to strong brand

The brand

EIZO Technologies is a medium-sized technology company based in Geretsried, south of Munich. The approximately 100 employees at the site design, conceive and manufacture special monitors for special purposes such as air traffic control, industrial applications or buses. Since 2009, the medium-sized company has been part of the Japanese EIZO Group, one of the world’s leading suppliers of monitors and displays.

The goals

Clearly position the brand, enable growth outside of the traditional air traffic control market, and create a guideline for a presence within the Group that leverages its own strengths and is consistent with the EIZO umbrella brand.

Strong brand EIZO

The starting situation

Anyone who has worked with EIZO Technologies knows what is special about dealing with customers and developing customized products. This is what first made the medium-sized company the world market leader for monitors in the air traffic control sector. However, as a subsidiary of the Group, the scope for highlighting this special feature as a brand is limited. It is important to show what is special and at the same time not to dilute the Group brand. The core question of the project here was: how can we make it so that the brand can also help generate growth outside of air traffic control? This required a positioning that extends far beyond the air traffic control market. So what does EIZO Technologies unmistakably stand for?

The clarity that working with Spall.macht.Marke has brought us is the basis for our growth today and tomorrow.

Andy Kürz, Managing Director EIZO Technologies GmbH

The development process

  1. Extract what makes EIZO Technologies special at its core with the help of our ID analysis
  2. Developing a strong brand identity and strategic guardrails that guide the way forward
  3. Elaboration of the unique customer positioning
  4. Derivation of clear guidelines for sales, marketing, production and development
  5. Creation of a unifying brand promise
  6. Determination of medium-term goals from the identity of the brand
  7. ID Innovation: development of innovation ideas and sales approaches for the different markets with the help of the brand identity

The EIZO Technologies Standard

The result

Although EIZO Technologies, as a medium-sized company within the group, has limited room for maneuver as a brand, we have managed to get to the heart of the special features:

“Thought differently. Made possible.”

This is not only the developed credo of EIZO Technologies, but also sums up the special spirit. When you come to EIZO Technologies, you don’t just get monitors, you get visualization solutions outside the standard. And exactly what customers can expect from working with EIZO Technologies is clearly stated in the EIZO Technologies Standard. This means that the company will become less dependent on its dominant market position in air traffic control. The positioning opens doors into further markets where visualization solutions outside the standard are in demand.

Deeper insights into “EIZO Technologies”

EIZO

Immerse yourself in ID Corporate Brand

ID Company Brand

MarkenPraxis Blog

Peak Performer Kids Camps Lower Franconia and Upper Bavaria: A Review

Peak Performer Kids Camps Lower Franconia and Upper Bavaria: A Review

We are committed to the Peak Performer Foundation for fostering the next generation of peak performers. In the Kids Camps, children and adolescents learn the joy of performing – through games, fun, and real role models. Christopher Spall actively supports the foundation as its Managing Director.

Your journey to a distinctive brand starts here

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