tesa AG repositions itself

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Partner instead of assistant – first company brochure
"tesa incognita" shows unknown face of tesa

Hamburg based tesa AG will in future present itself in campaigns, product information sheets and in corporate publications to the
public worldwide as a professional partner of high technological competence. Target of the comprehensive re-positioning under the slogan „We think ahead“ is to enhance the brand and to provide the young tesa AG with a uniform corporate identity worldwide.

Principal items are a new company brochure titled „tesa incognita“ as well as guidelines for design and brand identity. Moreover, new concepts for industry and end-user brochures were developed and summarised in a brand manual valid worldwide. “For quite some time now tesa is more than just the humble assistant in the office,“ explains Reinhart Martin, Director Public Relations of tesa AG and responsible for the re-positioning, “tesa is a high-tech enterprise that thinks ahead and perceives itself as a professional partner to industry and the end-user. This face less known in Germany is the focal point of the new brochure. Prime target above all is to combine reliability and familiarity of the well known traditional brand with the modernity and innovative strength of the industrial supplier.

Based on selected product examples the new brochure shows the philosophy and core values of tesa: passion, strength, entirety and partnership. Also advertising campaigns and press activities will concentrate on such topics which represent particularly descriptive examples of problem solving competence and branch knowledge at tesa. “tesa does not simply develop and sell products, tesa provides intelligent, practical and easy to use problem solutions to the industrial customer that help him to become more successful”, says Reinhart Martin. “This combination of innovation, proximity to customers and marketing strength matches the historically grown character of our strong brand.” In this respect every product campaign will at the same time also be designed in future as an image campaign. Based on product qualities this will individually describe the philosophy and functioning of tesa

In 2004 the spin-off of the tesa group from the Beiersdorf group of companies was completed. tesa now is an enterprise working in autonomous structures. The tesa brand with 99 % brand awareness (International Research 2004) is one of the strongest brands in Germany. The tesa group generates 70 percent of sales by special self-adhesive problem solutions for the printing, paper, automotive and electronics industries all over the world. The re-positioning was implemented in co-operation with the Hamburg based advertising agency Böning & Haube.