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Brand Relaunch: Case Study Cobiax

Brand Identity Relaunch

Case Study Cobiax

New Positioning

Development of new slogan

The old slogan “Cobiax. Lightweigth hollow slabs. ” only focuses on direct product benefits, which primarily addresses a single target group: The structural engineer, which rarely causes the final decision for a construction.

old slogan

For non-insiders, lightness in buildings is not an obvious advantage (as opposed to aircraft, for example); The layman usually assumes that buildings are safer / “massive” the heavier they are.

In addition to reducing the weight of the blanket, the Cobiax technology offers another advantage: It allows larger spans of the ceilings with the same ceiling weight; i.e. there are fewer “pillars” to be planned in the building.

new slogan

This aspect is interesting for the target groups of decision makers like architects, builders and construction companies.

New slogan

Leaded by this new positioning, Lünstroth develops a slogan that promises exactly this overall benefit: “Cobiax. wide spaces “

New Logo

new logo
since 2019: optimized logo

Logo slimmed down

old logo
used until 2018: old logo



The logo used so far is quickly recognizable and easy to read. It does not, however, express the primary benefits of Cobiax technology: weight reduction and more elegant construction. Lünstroth has therefore developed a new logo, which however takes on an unique feature of the previously used logo to ensure a strong recognition – the typical extension of the X.

Cross-cultural brand design

Dual Logo for Branding
Asia: Logo on top
Western: Logo at the bottom

Dual Logo: fits eastern and western branding cultures

For the means of communication Lünstroth develops a multinational use of the logo and brand typology. While the corporate logo in Asia is traditionally expected to be in the upper reaches of the communications media, the classic visual placement of the logo in Western countries has been learned at the bottom.

These internationally different logo placements are combined by the Lünstroth brand agency and develop a visual brand management with two possible logo placements, which can also be combined. The dual logo placement supports a quick build of confidence in the brand, since it is quickly gaining prominence, especially in “new” target groups, thanks to the two-fold view of the logo in different designs (positive to white and negative to Cobiax blue).

Reinforcement of brand value „security“

Strengthens the brand value “security”: Image-Video

Every new, revolutionary technology meets with skepticism: Why deviate from the proven? Is the new technology so much better? In case of Cobiax hollow core technologies, the key question is: Is the technology as safe as a solid ceiling? Lünstroth counteracts this skepticism by pointing out that hollow body technology has evolved over billions of years and has proven itself millions of times over, even in nature. Hollow bodies are an organic, superior principle.

Cobiax has not reinvented this principle, but perfected it for the development of modern construction methods. This gives the brand a historic home and users can be sure to rely on proven technology. For the sake of profitability, stability and sustainability.

Multinational new website

Cobiax strengthens the international presence of the brand and the high availability of Cobiax product lines worldwide. The website – developed and programmed by Color & Code – impresses with its integrated amp programming for the desktop as well.

Even elaborate explanatory animations and film sequences load without latency – all content is available at lightning speed internationally. The brand design has been consistently implemented.

Philosophie der Marke

Corporate Philosophy

Developing Philosophy

Definiton of Brand Philosophy


The philosophy of a brand is only a little bit wider than the brand core. It’s the guideline for corporate behavior and strategic decisions of the company.

At Luenstroth philosophies are being discussed with the board of directors, in some cases with the shareholders. Head of development is Peter Lünstroth himself – at present he is the only certified philosopher at Luenstroth.

Often definition of corporate philosophy gets necessary while discussing questions of corporate social responsibility but the range of questions regarding philosophy is bigger. Is the company market or brand driven? Is it client or quality oriented? These fundamental questions lead directly to questions of common philosophy of the company and should be answered on the highest possible level of hierarchy. They can not be delegated to marketing or communication staff.

Luenstroth has a look on the past of the company, the sucesses and decisions which have been made and make proposals for a common philosophy, develops variations and discusses the possibilities until the consultancy fixes the final version as base for further developments.

Brand Analysis

Brand Analysis

Lünstroth examines companies and corporate brands, their perception and effect in the competitive environment by scientific methods, but with pragmatically optimized relevance for modifications.

The development of a brand strategy should precede a brand analysis. Even in the case of newly developed single-brands (which may still have formed no brand image), an analysis of the competition and market environment is useful in order to secure the further course of action.

The ascertainment of brand values is not only a routine market research task for Lünstroth, but an analytical tool specifically adapted to each product and brand environment. For two decades, the model of brand personality (Aaker, Keller et al) has prevailed as an instrument to determine the brand dimensions.

Certainly, the survey tools must be adapted not only to product and use characteristics, but also to the respective regional characteristics.

In the Anglo-Saxon literature, the US-American model is generally used as a starting model. Brand recognition in Europe and Asia differs from the American approach due to cultural reasons.

Lünstroth has therefore made appropriate adjustments for different regions. (Also worldwide variants, which however can only be converted to equally “rough” brand grid due to the inevitably “rough” reduction to global similarities in the brand perception.)

Lünstroth surveys the brand dimensions not only with the classical market research tools, but also with specially developed web tools, which show correlations between brands and the respective mention of key terms and can also highlight the digital distribution of brand dimensions.

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