Positioning leads to competitive advantage through a unique position.
bbck offers strategic & creative consulting and helps companies to differentiate themselves clearly from their competitors.
How does this work?
By strengthening strengths, making quality visible and staging it in a utilitarian way so that your target group decides for your company, because it finds itself in your offer.
For business success in the saturated market.
Job: Logodraft, 2010
for Christian Dior S.A.
Designer: Karin Amber
Redesigning an iconic logo is a pretty sensational task. Considering the history and the tradition of the brand, the next intended moves towards new markets and the consumers’ attitude towards luxury goods, reflecting Christian Dior’s belief in the eternal beauty of women and merging it with the logo's perfect applicability on products – all accessory, cosmetics and architecture – no matter what size or material: It all boils down to one timeless result.
"Own your power" is the claim of bbck and the game-changing shift that will occure right after the positioning-process. Almost always, the unique-selling-propositon is already in the company, but has not been recognized yet. Replaceability was the unwanted result. Because why should customers know what is special about your offer, if you do not know it yourself?
The positioning process releases this treasure and binds it to the needs of the target group. Potential clients understand immediately what to get and will go for the perfect offer.
Success is not a matter of coincidence but a result of clear thinking. Own your power.
Job: Brand Positioning, Strategy, Corp. Communication
for Mondi Group
Creating a communication concept for a global player is fun yet it comes with some challenges. Diversity needs to be considered, plus a design that is adaptable worldwide for all kinds of communication. The B2B-segment often suffers from a lack of creativity and emotions, as if B2B employees would be any different than regular consumers. Therefore, we chose to go down exactly that road: staging Mondi’s innovative products in playful settings and bringing a lot of life to them worked really well. This strategy was a big success!
In saturated markets, the customer is confronted with an overabundance of products or services. He wants to make a quick decision and feel good about it. If he does not find a difference, the price decides.
Giving customers crystal-clear orientation about the added value of your own offer is the most important marketing measure on the saturated market.
Corporates who want to discover their very own, intrinsic strength and added value, and thus the original differentiation of the competition, work with bbck.
“Rarely have we worked with so much fun and lively discussion on our brand and new strategic orientation as we did with Karin Amber and her team.”
Dr. Hannes Jarolim
Job: Corporate Magazine
for Binder Grösswang
Fortunately, the times are long gone when law firms were only announcing themselves to the world through massive brass signs at the entrance of inner city office buildings. As a highly successful law firm, Binder Grösswang considers itself as a reliable partner that provides not only first class legal services but also a magazine that covers highly specific areas. Even tough intermittent, contentwise every release is one of its kind. That is why we came up with the concept of counting covernumbers.
Job: Brand Positioning, Strategy, CI
for VHM lawyers
Strengthening strengths, sharpening profiles, making quality visible and stage-oriented - these are the successful steps of a genuine, authentic brand positioning. The recipe for success in this case be revealed here: take a team of specialists and highly motivated visionaries who are ready to consolidate and expand their place in the market, and a team of creative minds who understand how to stage and implement this attitude accordingly. As a result we created a meaningful and valuable first-impression to experience on the market. A coherent picture that gives an idea what to expect.
And that's exactly what brand is: A positive expectation.
Gnothi seauton is a much-cited inscription on the Temple of Apollo in Delphi and means "Know thyself!" It addresses the self-empowerment through the confrontation with your own inner personality. The recognition of the "inner world" thus served as access to problem solving in the "outside world".
What applies to the individual system also applies to larger systems. With Schopenhauer: "If you consciously do what you did blind before, you will make the right decisions." Cybernetics follows the same maxim - and bbck works with the companies on this.
Companies that know their intrinsic motivation and act accordingly achieve the maximum output with minimum effort and thus have a clear competitive advantage.
A good morning starts with a breakfast at zeiler.partners. You will get an update on the latest developments in the field of arbitration, litigation and dispute resolution, meet with leading lawyers in that field and enjoy the viennese coffee tradition in the heart of vienna.
Job: Brand Positioning, Strategy, Corp. Communication
for ÖRAG Immobilien
Not many of us buy a house or an apartment every now and then. Whether it is buying, selling or renting real estate, hiring a facility-team or negotiating some huge business space, what we all wish for is a trustworthy partner on the other side. One that goes the extra mile even after the contracts are signed. Yet it always takes two to tango. This is the core belief of ÖRAG Immobilien and the focus we chose for the communication strategy. "You have the vision. We contribute the real estate." Everyone likes win-win-situations, isn’t it?
Not knowing what distinguishes one's own offer from the offer of the competition means to be in the interchangeability trap and is the archilles heel of many companies in today's market situation.
Knowing its unique position means performance at a high level and, in terms of cybernetics, maximum output with minimal effort.
Corporates who want to be successful in the saturated market by distinguishing themselves from one another by clear differentiation work with bbck.
“A profound identity process moderated by Karin Amber has brought us even closer within our partnership and has shown a clear strategic direction for our firm. We are incredibly empowered in our professional activities.“
Dr. Nikolaus Vavrovsky
for Currycom for iSi
To keep a long story short: It's springtime! The first days after a long winter that we finally can sit outside again and enjoy a coffee in the sun. Ah! What about some juicy fruits, or even a cup of ice cream! Enjoy life today. Get yourself a treat. And most of all: Take it isi.
Some of these logos have just been launched, others have been successfully established in the market for many years.
A logo is not fashion with an expiration date after a season, a logo's task is to symbolize the content it stands for. Neither branding nor brand is the logo. However, the logo is the symbol of the brand and its appearance triggers, retrieves and experiences brand awareness.
The logo is the mother of corporate design, represents a company or service and is, if that is in keeping with the company's stance, timeless.
Job: Brand Positioning, Strategy, CI, CD
When meeting a bunch of great lawyers who have this slightly different angle on seeing things, any creative should take advantage of that given circumstance. Telling stories that create inner pictures. Saying all by not naming it…we love it… And even more important, the team of Torggler loves it and their clients too.
Studies prove: Customers seek agreement.
Worldwide, in 2017, every second person in all markets (the so-called belief-driven-buyer-markets), regardless of age, gender, and social status, decides for or against services / products, according to the level of values agreed with their own. As early as 2018, there are 2 of 3 people worldwide! In saturated markets, you have to reach the customer differently than with previous measures.
bbck has its focus on this field and developed a deep understanding on how to reach belief-driven-buyers.
By inventing the elevator in 1854, Elias Otis set a landmark for the "new world" as we know it today. Skyscrapers kept rising to unexpected heights. Celebrating their anniversary, the leading global lift manufacturer Otis presented a fantastic world-wide exhibition of megacities featuring all its glories and down sides. We were lucky enough to indulge into Gruner & Jahr's enormous photo stock. The book was released in German & English.
Job: Brand Positioning, Strategy, Logodesign
for PSA Austria
Does the logo look familiar to you? Yes, sure! You find it on all corners in Austria.
With 500 million transactions, almost 9 million debit cards and 7700 ATMs, PSA Austria is the partner of all Austrian banks when it comes to the stable and secure handling of all transactions and first-class service. Therefore, the logo looks like the symbol of Austrias cashdispensers. You do not have to invent the bike twice, but it is very beneficial to understand how an image transfer works.
for Mondi Group
Photographer: Thomas Schauer
For many years the B2B-sector drowned in excel-sheets and pie charts. When the Mondi Group asked us to come up with something „fresh“ to illustrate their strength, we came, saw and chose a completely different approach. As appropriate for an international player, we casted kids from all cultures and instead of showing a boring pie chart with global activities, we asked little Devid from Iran to blow up a waterpolo that looked like a globe. Followed by the pie (well, well… facts and figures can't be neglected...) But: First we want to make our business-partners smile, then it is more fun navigating together through all kind of numbers.
Job: Product branding
for Labvert for Christian Dior S.A.
Dior’s „big D“ has been the constant brand element in decades. The perfume was named „Divine“ and its flacon was supposed to carry a huge golden „D“. When asked to come up with a packaging- and point-of-sale-concept we suggested that the name „Divine“ already introduces a certain look. The nature of divinity we believe is strong yet certainly not loud. We integrated the name in the golden eye catching „D“ and kept the packaging subtle yet elegant and very „Diorish“. On the shelf and on the dispenser the consumer would immediately recognize a Dior-piece yet the product would reveal its divinity subtle. The product never got released but we still love its look and we are happy to share it with you.
“Working with BBCK is a pleasure. Quick, lots of attention to details, full of ideas and – most of all – uncompromising.“
Dr. Gerold Zeiler
for MAM Baby
Who pays more attention on which product to choose for their little ones then young parents do? This circumstance was our challenge and our bliss. For almost one decade bbck developed and supervised the international communication- and packaging concept for MAM Baby.
for Binder Grösswang
The art of storytelling is that stories unfold in the mind of the viewer and listener itself. And this is how it creates its maximum effect: Your message conquers the box seat in the minds of our customers. Real pro's always make the best out of any given circumstances - and thats how we introduced the energy-team to the reader:
"Fred and Ginger. That’s what we’ve named the e-bikes that we’ve been using when on the go for clients in Vienna. “Singing in the rain” is sometimes our motto, too – Viennese weather being what it is! (...), you can always count on our energy team. Binder Grösswang - Competence you can count on." Prediction: You will remember this story.
Anyone who understands how customers make decisions in mature markets can tailor their offer in such a way that the target group decides for it.
bbck is a partner in the development of the exact "brand fit" - so that brand and target group fit together like key and lock.
"Karin Amber has listened deeply to our genesis, the values that impacted our success, and thus into the DNA of our partnership, and then - comparatively scientifically - found the appropriate, authentic keywords and thus tailored a well-fitting tailor-made suit."
Dr. Christian Dorda
“If the term ”exceeding expectations“ fits anyone, then it‘s Karin Amber and her team. We expected a new corporate design for our company. What we got went far beyond that. A profound identity process moderated by Karin Amber has brought us even closer within our partnership and has shown a clear strategic direction for our firm. What we have always had in us is now being expressed outwardly as well. We are incredibly empowered in our professional activities.“
Dr. Nikolaus Vavrovsky
“Rarely have we worked with so much fun
and lively discussion on our “brand“ and new strategic orientation as we did with Karin Amber and her team.”
Dr. Hannes Jarolim
“Warning: the verve with which Amber does her work is really contagious. Even project skeptics (like myself), who initially struggled with starting the “brand process“, were quickly convinced. The bar Amber set our sights on was incredibly high; equally incredible was the self-evident ease with which we jumped it.“
Dr. Dieter Altenburger
bbck has worked with global corporations, but also loves to empower small businesses, medium-sized enterprises and newcomers.
Because everywhere applies:
Great brands are a result of clear thinking.
And now to you: No, you are not alone with that. Many companies suffer enormously from the interchangeability of their products and services in the saturated market. But be honest - if you do not know why a customer should buy from you and not from your competitors, how should the customer know?
Customers want only one thing: to have solved their problem. They quickly search for the best solution for them. And if they cannot find any differences in the product - which is the case in the saturated market - then the price decides.
Clear differentiation and thus clear positioning is the most important marketing measure for corporates on the saturated market. As a company, this means that I have to gain a deep understanding of my own market value and make it consistently tangible for my potential target group. Because this is how you attract attention to your target group and stay in their memory.
And that's significant, because the saturated market knows a clear rule:
Know your position well. Because if you do not get noticed, you will fall away.
What does this mean?
Understanding what makes products and services valuable to customers and how customers make decisions today is the supreme discipline of bbck. Strengthening strengths, making quality visible and staging it in a utilitarian way so that the market can decide for you is bbck's offer.
Are you ready? Does that concern you at all?
Suggestion: Take your courage and do this little test to see where you currently stand:
Quick & dirty (and highly effective) self-check:
Answer these 3 questions in one sentence:
Who are you?
What do you do?
Why is it important?
The sentence is convincing? Bravo - you do not need us.
The sentence is a novel or incomplete or bumpy? - Our joint work will give you a new altitude.
Step 1: Strengthen strengths and make quality visible.
Step 2: Get hold of a box seat in the head of the target group.
One goal: Own your power. > Company success in the saturated market.
With the groundbreaking insights of neuroscience, cybernetics and system theory, bbck supports you in your positioning, brand strategy and communication. Content as well as in words and pictures.
How does it work and what to expect:
1. Identify and name brand DNA and tags.
In workshops, Karin Amber supports her clients in developing and (re)aligning brand and communication strategies. This part of the work is done exclusively with businessowners and / or leading executives.
By asking questions and finding answers, sorting out and including them, you understand why things are the way they are and become aware of what to do to avoid unwanted results and achieve desired results. You recognize who you are and who you are not; You discover your authentic corporate identity and what you can do to connect with your target audience. The benefits you create for your customers to make them tangible make your potential customers new customers and their customers loyal customers.
We at bbck are convinced of these steps. Experience shows us that the choice of this route is extremely satisfactory and sustainable for our customers and is immediately appreciated by our customers' customers.
2. Make the brand come alive.
The visualization process is the next step and as a natural result of a clear strategy it is always a pleasure to start with it. For our customers as well as for the creative team. The brand can thus be experienced on the market and convinces with a clear message that attracts the right customers.
Positioning always comes first.
Strategy always comes first. We know that if you want to build a stable house, you must first devote yourself thoroughly to the foundation.
So, if you decide to do a quick facelift, we are not the right choice.
bbck builds brands on a solid foundation. And we are known for being uncompromising. If you want your brand to be based on a solid foundation, your business can thrive in its own, authentic way, and you can strive for long-term and satisfied customer structures then firstname.lastname@example.org