Brand building at photographic services provider CEWE

Challenge

In the course of its digitlization, CEWE changed its business model and moved into the e-commerce business with private customers. The Globalise manager's task was to further develop the brand strategy for the CEWE PHOTOBOOK and create a new brand to expand online printing activities. He had to find out how and whether an umbrella brand could bring together the services for private and commercial customers.

Success

Globalise developed the brand strategy for CEWE into that of a brand-name manufacturer, initially for the CEWE PHOTOBOOK. A brand was then created for corporate customers, with which CEWE can now expand in the field of online printing with commercial products.

Interview with
Dr. Rolf Hollander
CEO of CEWE

Dr. Rolf Hollander, CEO of CEWE

Dr. Rolf Hollander, CEO of CEWE

Dr. Rolf Hollander has been CEO of Neumüller CEWE COLOR Stiftung and er CEWE STIFTUNG & Co. KGaA since 2002. In this position, he realized the transformation from an analog to a digital photo service provider and extended CEWE’s lead in the European photo finishing market.

“Our marketing unit needed to be restructured so that further product brands could be established, as well as to generate new customer potential.”

What was the situation at CEWE when you called on Globalise?

We had turned CEWE into a brand-name manufacturer that specializes in digital photography and that receives 80% of its orders through the Internet. The CEWE PHOTOBOOK is a perfect example of this progression, having developed into the most popular photobook in Europe. Based on this success, we wanted to lay the foundation for further growth and create strong new brands for private and business customers. To do so, we had to restructure our marketing instance.

What skills were important?

We were looking for a confident and experienced leader who was an expert in brand building and could successfully establish strong customer relationships and was well acquainted with the e-commerce business. The Globalise manager had all these abilities and 25 years of experience in marketing.

What special challenges awaited Globalise?

The Globalise manager had the task of realigning the brand strategy for the CEWE PHOTOBOOK. It was positioned rationally, as is shown by the explanatory tagline: "My CEWE PHOTOBOOK – Your photos as a real book". This is where the Globalise manager started. He realized that the CEWE PHOTOBOOK as it is today is not just a product as such to customers, but a way to personally experience wonderful moments in their lives and to relive the joy of them.

“The success story of CEWE Color: digitally transforming this hundred-year-old company was a Herculean task.”

Brand building at photographic services provider CEWE

“The manager established communication, especially for the core target group of decision-makers, to quickly build brand recognition.”

How did the Globalise manager proceed?

Der Globalise manager created an umbrella brand that can combine the service offering for private and business customers. He brought other departments, such as customer relationship management, into marketing and expanded on them. He also had management positions for product, online and international marketing created. Today, the marketing activities of all of the divisions mentioned, and those of trade marketing, PR and sponsoring, flow into one single integrated and holistic brand and communication strategy.

How was the restructuring carried out?

The idea for the new, emotional tagline: "My CEWE PHOTOBOOK: My Life" was developed with the manager. The entire marketing communication was aimed at the customer's "Journey of Joy" – that enjoyment of designing, reliving and sharing. A lead agency was commissioned to realize all creative and media services. TV, newsletter and online campaigns followed, supported by PR activities.

How did the B2B business develop?

We wanted to make the most of this customer potential, so we quickly built up know-how in the field of digital printing by purchasing viaprinto.de and in online offset printing with the acquisition of Saxoprint. Initially, we assumed that we would not be able to reach business clients with the CEWE brand. However, in discussions with the Globalise manager, we came to the conviction that our strong consumer brand radiated positively to online printing activities. We wanted the new brand for commercial clients – CEWE-PRINT.de – to highlight our online printing expertise, both nationally and internationally.

“The interim manager was at our side throughout the entire project, as an advising strategist, manager and co-worker.”

The CEWE management turned the European photographic services provider at specialist retailers and the large drugstore and electronic markets into a brand-name manufacturer that specializes in digital photography and receives 80% of its orders through the Internet. The CEWE PHOTOBOOK, our first brand-name product, is a perfect example of this progression, having developed into the most popular photobook in Europe since its launch.

Globalise optimized the production chain at CEWE

An Globalise expert introduced more efficient production systems for batch sizes of one and redesigned the entire production and logistics organization.

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