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Radio Bremen is the smallest of all the ARD broadcasting stations. Its service needs to focus on the essentials if it wants to be the information top dog in Bremen and “Umzu” (local dialect for “surroundings”) using the means available. Our task was to enhance the brand architecture conceptually, strategically and visually.
In the first step, Factor concerned itself with the regional broadcaster’s characteristic strengths and many formats. In an interactive process with the station management and editorial staff, we analysed and sharpened the profile of the ARD broadcasting station. Building on this, we focused and further developed the brand architecture.
The clear brand architecture sharpens the profile of Radio Bremen. The station’s name is played down in communication, the central and popular regional format “buten un binnen” (local dialect for “outside and inside”) is developed into a platform for Bremen and “Umzu”. In this way, we ensure that the station is and remains the number one in the region.
The new brand architecture allows plenty of space for the the programme brands.
Factor has helped us to structure our wide variety of offerings more clearly and to bring them to the fore, which is particularly important.
Elisabeth Börgerding · Head of Marketing, Radio Bremen
The new brand architecture defines the relationship between station and programme brands.
The concentric circles are the characteristic feature of the reworked brand architecture of Radio Bremen.
A brand assessment such as that for Radio Bremen is a real competitive plus. It has helped to mobilise customer potential.
Christian Prill · Partner Brand Strategy
“buten un binnen” becomes the new regional information platform for Bremen and “Umzu”.
“buten un binnen” becomes the channel’s new regional information platform across all channels.
The Radio Bremen station brand has been visually redesigned and applied to many of the company’s communication media.