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Für gut informierte und bemittelte Weinkunden werden Ästhetik, Technologie und Service Design zum Zünglein an der Waage bei der Wahl ihres Händlers. Kurzum: Der gute Ruf der »Guten Weine« wird sich nicht von selbst aufrechterhalten. Er braucht fortlaufend Wort und Tat.",{"type":199,"attrs":272,"content":273},{"textAlign":162},[274],{"text":275,"type":204},"Um diesen Bemühungen strategische Richtung, Prägnanz und Durchschlagskraft zu verleihen, unternahmen wir zunächst eine gründliche Bestandsaufnahme: Qualitative Interviews mit ausgewählten Kunden sowie eine Marktanalyse, die wir als Grundlage für einen Workshop mit Geschäftsführung und ausgesuchten Mitarbeitern nutzten.","\u003C!--#storyblok#{\"name\": \"richText\", \"space\": \"287796335645945\", \"uid\": \"58496720-5ed8-49da-a16b-0d9f3eaef74d\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"column\", \"space\": \"287796335645945\", \"uid\": \"4df898db-c24e-4389-b649-b1534fb543fe\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"columns\", \"space\": \"287796335645945\", \"uid\": \"2240f4f0-fb32-4a3d-bc49-c9f9043d5038\", \"id\": \"164414905524597\"}-->",{"_uid":280,"images":281,"component":291,"fullscreen":30,"description":292,"_editable":299},"1a5ac1fb-afa0-405e-bd5f-3c782eaa72f3",[282,287],{"id":283,"alt":22,"name":22,"focus":22,"title":22,"source":22,"filename":284,"copyright":22,"fieldtype":285,"meta_data":286},165387804402406,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F287796335645945\u002F3000x1313\u002F4b8a7f1324\u002Flob-1.jpg","asset",{},{"id":288,"alt":22,"name":22,"focus":22,"title":22,"source":22,"filename":289,"copyright":22,"fieldtype":285,"meta_data":290},165387804435175,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F287796335645945\u002F3000x1313\u002F76b3602011\u002Flob-3.jpg",{},"images",{"type":196,"content":293},[294],{"type":199,"attrs":295,"content":296},{"textAlign":162},[297],{"text":298,"type":204},"Im Workshop: Grabowski Böll und Lobenbergs auf der Suche nach einer neuen Identität","\u003C!--#storyblok#{\"name\": \"images\", \"space\": \"287796335645945\", \"uid\": \"1a5ac1fb-afa0-405e-bd5f-3c782eaa72f3\", \"id\": \"164414905524597\"}-->",{"_uid":301,"layout":183,"columns":302,"component":212,"_editable":330},"c3daf25b-2575-4901-ba3c-f3a30a74cad3",[303,311],{"_uid":304,"content":305,"component":188,"_editable":310},"d78f68be-ba00-4a36-b31f-cf01811ad319",[306],{"tag":221,"_uid":307,"text":308,"margin":30,"component":224,"_editable":309},"55dfb4be-57c3-4a38-bb5b-1f77cd2356d9","Ein Tisch, der Identität stiftet","\u003C!--#storyblok#{\"name\": \"headline\", \"space\": \"287796335645945\", \"uid\": \"55dfb4be-57c3-4a38-bb5b-1f77cd2356d9\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"column\", \"space\": \"287796335645945\", \"uid\": \"d78f68be-ba00-4a36-b31f-cf01811ad319\", \"id\": \"164414905524597\"}-->",{"_uid":312,"content":313,"component":188,"_editable":329},"f5bd7397-438d-4c78-b553-ee34008575bc",[314],{"_uid":315,"text":316,"component":244,"_editable":328},"56b74a6c-48b1-49a2-b1af-85fd3aed438b",{"type":196,"content":317},[318,323],{"type":199,"attrs":319,"content":320},{"textAlign":162},[321],{"text":322,"type":204},"Am Ende eines intensiven Tages hatten wir gemeinsam ein klares Bild vom Kern der Marke, ihren Werten und greifbare Markenversprechen formuliert.",{"type":199,"attrs":324,"content":325},{"textAlign":162},[326],{"text":327,"type":204},"Vor allem aber war ein starkes Bild entstanden: Ein reich gedeckter Tisch, gemeinsamer Genuss, eine Einladung. Dieses Bild sollte unser Leitstern für die Arbeit der folgenden Monate werden.","\u003C!--#storyblok#{\"name\": \"richText\", \"space\": \"287796335645945\", \"uid\": \"56b74a6c-48b1-49a2-b1af-85fd3aed438b\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"column\", \"space\": \"287796335645945\", \"uid\": \"f5bd7397-438d-4c78-b553-ee34008575bc\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"columns\", \"space\": \"287796335645945\", \"uid\": \"c3daf25b-2575-4901-ba3c-f3a30a74cad3\", \"id\": \"164414905524597\"}-->",{"_uid":332,"images":333,"component":291,"fullscreen":165,"description":338,"_editable":345},"9bd145dc-b0c5-4579-aca2-01d5d34b1b1f",[334],{"id":335,"alt":22,"name":22,"focus":22,"title":22,"source":22,"filename":336,"copyright":22,"fieldtype":285,"meta_data":337},165469740465415,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F287796335645945\u002F3000x1313\u002F3ca77df825\u002Flob-24.gif",{},{"type":196,"content":339},[340],{"type":199,"attrs":341,"content":342},{"textAlign":162},[343],{"text":344,"type":204},"Neuer Fokus: Aktualisierter Markenname und Claim","\u003C!--#storyblok#{\"name\": \"images\", \"space\": \"287796335645945\", \"uid\": \"9bd145dc-b0c5-4579-aca2-01d5d34b1b1f\", \"id\": \"164414905524597\"}-->",{"_uid":347,"layout":183,"columns":348,"component":212,"_editable":376},"81da25f2-224e-406e-bc75-211457c56736",[349,357],{"_uid":350,"content":351,"component":188,"_editable":356},"0b3b51f3-e226-47ba-a469-075049ff3e52",[352],{"tag":221,"_uid":353,"text":354,"margin":30,"component":224,"_editable":355},"eb67cfab-f25a-4ff8-a94f-5d0a4a6311c9","Klares Programm: Neuer Name und Claim","\u003C!--#storyblok#{\"name\": \"headline\", \"space\": \"287796335645945\", \"uid\": \"eb67cfab-f25a-4ff8-a94f-5d0a4a6311c9\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"column\", \"space\": \"287796335645945\", \"uid\": \"0b3b51f3-e226-47ba-a469-075049ff3e52\", \"id\": \"164414905524597\"}-->",{"_uid":358,"content":359,"component":188,"_editable":375},"b739b771-10ce-49af-9f9d-d14843a69337",[360],{"_uid":361,"text":362,"component":244,"_editable":374},"6bff6145-2933-48f2-afd5-e1f283c38a56",{"type":196,"content":363},[364,369],{"type":199,"attrs":365,"content":366},{"textAlign":162},[367],{"text":368,"type":204},"Der neue Markenname »Lobenbergs« ist kompakt – und macht die Marke zukunftsfähig, indem er den Fokus von der Person des Gründers auf die Familie erweitert.",{"type":199,"attrs":370,"content":371},{"textAlign":162},[372],{"text":373,"type":204},"»Vereint im Genuss« – die Nahbarkeit und Persönlichkeit eines leidenschaftlichen Familienunternehmens bringt der neue Claim treffend zum Ausdruck. Gleichzeitig funktioniert er als Motto nach innen – wie sich etwa in kostenlosen Weinschulungen für Lobenbergs Mitarbeiter – und nach außen bei der äußerst individuellen, telefonischen Betreuung von Kunden zeigt.","\u003C!--#storyblok#{\"name\": \"richText\", \"space\": \"287796335645945\", \"uid\": \"6bff6145-2933-48f2-afd5-e1f283c38a56\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"column\", \"space\": \"287796335645945\", \"uid\": \"b739b771-10ce-49af-9f9d-d14843a69337\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"columns\", \"space\": \"287796335645945\", \"uid\": \"81da25f2-224e-406e-bc75-211457c56736\", \"id\": 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\"164414905524597\"}-->",{"_uid":389,"content":390,"component":188,"_editable":401},"931378b3-a0be-4d0e-a082-990b25cbbfe8",[391],{"_uid":392,"text":393,"component":244,"_editable":400},"cb99edce-53de-4b2d-846c-e8b28b06bc8e",{"type":196,"content":394},[395],{"type":199,"attrs":396,"content":397},{"textAlign":162},[398],{"text":399,"type":204},"Für die visuelle Identität wählten wir ein typografisches System, das sowohl traditionelle als auch zeitgemäße Bezüge herstellt und sich äußerst vielseitig einsetzen lässt.","\u003C!--#storyblok#{\"name\": \"richText\", \"space\": \"287796335645945\", \"uid\": \"cb99edce-53de-4b2d-846c-e8b28b06bc8e\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"column\", \"space\": \"287796335645945\", \"uid\": \"931378b3-a0be-4d0e-a082-990b25cbbfe8\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"columns\", \"space\": \"287796335645945\", \"uid\": \"d273b336-936f-4048-9f70-aaa1f89d7c7b\", \"id\": 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Intensität.",{"type":199,"attrs":442,"content":443},{"textAlign":162},[444],{"text":445,"type":204},"Dass diese Farben im Kontext Wein gänzlich untypisch sind, unterstreicht die Lobenberg’sche Exzentrik und verleiht der Marke zusätzlich Charakter.",{"type":199,"attrs":447,"content":448},{"textAlign":162},[449],{"text":450,"type":204},"In Summe: Eine visuelle Identität, die hochklassig und zugleich einladend ist – und das Gesicht der Marke Lobenbergs so unverwechselbar macht, wie das Unternehmen tatsächlich ist.","\u003C!--#storyblok#{\"name\": \"richText\", \"space\": \"287796335645945\", \"uid\": \"ea12542d-d392-4f4b-abd0-3558d80d40d5\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"column\", \"space\": \"287796335645945\", \"uid\": \"2d9ca559-109e-4c65-a7ba-28782f274349\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"columns\", \"space\": \"287796335645945\", \"uid\": \"6060a037-a733-40c1-835c-31a9a6629998\", \"id\": 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