Why The Merc Innovates
Mercedes Benz is actually one of the leading car brands of the world
. Its three pointed star signifies a rich tradition of best automotive engineering with its root going as far back as the origin of the motor car itself.
As per its earlier record, Mercedes Benz has been known to constantly innovate and improve; however, with the more and more brand guidelines and design formats heaping up, it hasn't been able to stick to it. Daimler Chrysler group, as of now parents more than a single major car brand. This required for a clear line of distinction to be drawn between the brands; based on both their external and internal elements.
The cars of this universal brand are priceless possessions for many. So why does brand development come on the list of agendas of Mercedes Benz's parent company, Daimler Chrysler? The company wants to pursue brand development for three reasons and the first involves Mercedes Benz itself, the second involves Daimler Chrysler and the third reason is global change.
One can see the cars around the globe on more or less the same platform today; this made it important for Mercedes Benz to set itself apart. For accessing this situation the brand management department appointed a distinguished advertising firm in June 1999.
The task was to develop a Brand Design System for Mercedes Benz that would supersede previous guidelines and take advantage of online advances. The company's extranet was to make it available to internal and external audiences, such as agencies and dealers, who could consult it worldwide.
They then went on to form a statement, which was meant to convey their special heritage and their brand values ?the Brand Expression. The team that created the expression attempted to bring out the thoughts and ideas that people had about Mercedes as a brand by expressing them through the internet and the print media. The other important aspects of the brand expression were the general design guidelines, the specific design guidelines and the basic design elements.
The brand mark, colors and typefaces are among the constants that are included in the Basic Design Elements. Although the star is being reworked upon to get a more contemporary look, yet it is here to remain as an intrinsic part of Mercedes.
In the technical development of these guidelines, the main focus has been on none others than the users. Brand users enjoy a single database source for all kinds of information, 24hour access, up to date information and so much more. The technology aims to provide easy navigation and magnification features instead of laying emphasis on animation and screen effects.
Guidelines on the stationery, the exhibitions, web design and other applications constitute the general design guidelines for the brand. There brand needs to establish its mark on the world wide web and the online designing is the way to go for it.
The Specific Design Guidelines deal with the use of the two previous building blocks in contexts such as sub-branding of services or specific areas of business. The incorporation of Charter Way, a commercial vehicle, fleet management sub-brand or dealership architecture into the branding system with flexibility to meet their marketing needs within the brand's design spectrum signifies ascendancy in business.
Mercedes Benz's values means in the same way it values the end which is evident in the technology that makes the guidelines available to users. It not only reflects the brands advancement towards technology, but also their movement towards e-branding.
The Mercedes Benz Brand Design System is a state of the art global brand management in action. Besides being accessible 2 hours a day, it allows freedom of use to the users and is quite a cakewalk. The distinction of brands within a company has been defined both externally and internally and can be viewed in a glance.
Moreover, for globalization, there has to be a properly defined brand expression. State of the art effects and animation do not enjoy as much focus and the emphasis is on helpful features such as simple navigation.
by: John Chambers
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