We aim to help people maintain or regain their freedom of movement.

Transcription

1 Brand Book

2 We aim to help people maintain or regain their freedom of movement. We work towards this aim by providing outstanding innovation and technology leadership, a large range of services and the global presence of our sales and service network. We try to see the world through the eyes of our users and customers: with respect, courage, and commitment. Our qualified employees worldwide make this mission come to life.

3 Why change anything? Ottobock has been synonymous with quality since 1919.

4 Foreword. My father and I did always agree about this: For Ottobock to remain ahead of the competition, we need to constantly develop new products and services. We also have to give more attention to customer needs and experience: all aspects of their interaction with our products, our services, our company and our people. Ottobock is a brand of the 21 st century. Ottobock has a set of unique brand values that are part of our DNA. Our brand is defined by how we present these values to our customers, to our own employees and to everybody we touch to get ready for the digital future. This book tells you about our brand values and shows how we intend to visualize them. Our future visual voice is defined by the elements of Corporate Design as shown in these pages. I am asking all of you to get behind this message. We need to live up to our values and show the world, emerging markets as well as developed markets, and more consumer-driven markets that Ottobock continues to deliver quality for life, more than 90 years after my grandfather started the company. Yours sincerely,

5 Index. Why change anything now? 13 Brands secure success. 25 Our new Tone of Voice. 35 Our new Corporate Design. 57 Next steps 93

6 Who we are. A pioneer like Ottobock must have had strong faith in the future when he laid the foundations for the orthopedic industry. As a young entrepreneur he was totally convinced of his ideas: to make innovative products so thousands of people could regain quality of life as well as their independence. The success story of a company with a great vision and high aims for itself and our time began in Berlin, continued in Thuringia and then, after 1945, in Duderstadt. Ottobock s first and foremost task is to secure maximum freedom of movement and involvement for people who are mobility-challenged. As early as the 1950s, Ottobock pioneered new materials and introduced major inventions, quickly becoming the first real global player in this industry. Our founder already knew how important it is to see the world through the eyes of our patients, users and customers. It is within this tradition that we keep on developing and improving not only our products, but also our brand. Why change anything? 10

7 Why change anything now?

8 The world won t wait. The pace of change is relentless, even for a market leader like Ottobock. Seven reasons force us to think about the future of our brand: The emerging markets are but one example for new opportunities. Ageing population changes demographics. New target groups become interested in our products. Our product range gets more complex all the time. Services become more important. The competition is catching up, we aim to stay ahead of them. The future is digital. Why change anything now? Why change anything now?

9 What does the marketplace tell us? We asked our customers and partners what they think about us. They told us that they respect us as reliable and responsible partners, but they also took issue with a few things we need to work on: Our perfectionism sometimes makes us appear unapproachable. We revolve too much around ourselves and only seem interested in technology. We celebrate our market leadership more than necessary. Our prices are often too high, pushing our products into the realm of luxury. How can we change this perception? 17 Why change anything now?

10 The goal is clear: Evolve from market leadership to brand leadership. Today Tomorrow B2B Product Focus Owner s Signature B2B & B2C Brand Focus Global & Intercultural Brand with Heritage

11 This is how we communicate today:

12 Defining our target groups: Our brand has to involve everybody we touch. While people have individual demands and problems, our services and products connect them with us and with each other. Each in their own way. Therapists Users Authorised dealers Doctors Technicians Insurers Why change anything now? Why change anything now?

13 Brands secure success. So what makes a brand? The consumer s idea of a product. David Ogilvy, 1951 However: Brand Marketing

14 Brands are like good friends. They inspire us and give us direction. If they succeed in doing so, we stay faithful to them. If they don t deliver on their promise, we look for alternatives. 27 Brands secure success.

15 Brands influence our perception. Testers knew what they were drinking. A strong brand is a business asset. Its value is measured by taking into account the many ways it benefits a company from attracting talent to delivering on customer expectation. The brand strength measures its ability to deliver expected future earnings. Testers did not know what they were drinking. 65% Coca-Cola tastes better 23 % Pepsi 51% Pepsi tastes better 5 % doesn t matter 44 % Coca-Cola 12 % doesn t matter

16 Brands increase value. $70.5 bn A company s worth includes the immaterial value of the brand. $25.2 bn $21.8 bn $21.1 bn $12.5 bn $11.4 bn Reference: Best global brands 2010 rankings brand value, Interbrand

17 Brands create real added value: Audi A4 1.8 l/88 kw 27,100 VW Jetta 1.6 l/77 kw 24,775 Škoda Oktavia 1.6 TSI/77 kw 19,190 References based on German market prices

18 Ottobock: our new Tone of Voice. In future, we ll focus on what makes our brand unique: Ottobock is human and approachable. From now on, we ll communicate our message more emotionally.

19 The essence of our brand: We ll focus on the essence of our brand. That which comprises the use of our product and which counts most for our target groups: Tone of Voice Tone of Voice

20 Independence and Quality for life Tone of Voice Kolumnentitel

21 Our brand values: Our values define how we act and communicate. We are Tone of Voice Tone of Voice

22 playful authentic human

23 engaged open-minded social

24 helpful respectful responsible

25 bold enterprising inventive

26 reliable sustainable intelligent

27 A strong brand prepares us for the future. Only brands with a clear message Our target audiences now really appreciate why we are the best choice on the market. A unified appearance makes our message sound reasonable and comprehensive. Consistent Corporate Design creates synergies across our products and services. will survive. We listened closely to our audiences and found a new approach to what we say and how we say it. Tone of Voice 52

28 The new brand changes our Corporate Culture. Our own actions and thinking define how we re perceived. Everyone of us needs to live and breathe the essence and the values of our brand in our daily work. As actions speak louder than words, our behaviour will be the benchmark for others. This is a big responsibility, and our Brand Ambassadors will be guiding us along this difficult path. Tone of Voice 54

29 Our new Corporate Design.

30 The company name needs to be easily understood across diverse cultures and languages. Colours give strong signals and grab attention. Images are informative and emotional at the same time. Typography is visual language. An extra element can be playful, surprising, unique and even decorative. The elements of our Corporate Design define our visual style. This is what we look like. Corporate Design 58

31 The history of our logotype: 1919 The Ottobock signature changed over time. Starting from the founder s handwriting, it evolved into a well-known logotype, showing its heritage but eventually also its age. Variations of our logotype ORTHOPÄDISCHE INDUSTRIE KG 3428 DUDERSTADT W - GERMANY 2002 Corporate Design Corporate Design

32 The new logotype: The new logotype takes Ottobock into the 21st century. The dot after the name implies an internet address: it points to the digital future. The logotype is now legible for people not familiar with historic German signatures. The traditional handwritten mark stays around as a seal of quality. It brings consistency and helps protect the original brand name. Corporate Design Corporate Design

33 The circle. Basic shape and symbol in one: If we observe the movements of the human body and our own products, we can always describe them with circular or spherical shapes. They function as joints and hinges, as connectors between man and technology. They symbolise touch, movement, mobility. Corporate Design 64

34 circulating turning hinge moving connecting

35 The claim circle and Ottobock: Two circles move around each other. They can change their position and size and they re even recognised when they don t appear complete. The smaller circle connects the Ottobock claim to the bigger circle, which stands for the company and all its products. Together, they give us a colourful and dynamic symbol which can adapt to messages, media and technology. Corporate Design Corporate Design

36 The new imagery: genuine and emotional. All cover images appear black and white, with a warm tint. Portraits get close to the people, show them as authentic and approachable. Corporate Design 70

37 The new imagery: genuine and emotional. Products are shown in colour. They are neutral, attractive and technically precise. They are silhouetted against a grid of light dots. 73 Corporate Design

38 Typefaces: 1 2 Copy and headlines OBO Serif Book OBO Serif Book Italic OBO Serif Bold OBO Serif Bold Italic Claim, sublines, technical information and emphasis OBO Sans Regular OBO Sans Bold 3 Office- & online applications Arial Regular Arial Bold Georgia Regular Georgia Bold 75 Corporate Design

39 Colours: Primary colours 20% Ottobock Blue CMYK 50 / 0 / 10 / 20 RGB 95 / 160 / 175 Ottobock Green CMYK 40 / 0 / 80 / 15 RGB 145 / 173 / 65 Ottobock Logo CMYK 100 / 77 / 0 / 0 HKS 42 RGB 5 / 50 / 130 White CMYK 0 / 0 / 0 / 0 RGB 255 / 255 / 255 Secondary colours 100% 60% 30% 8% Ottobock Yellow CMYK 0 / 25 / 100 / 15 RGB 225 / 175 / 2 Ottobock Burgundy CMYK 20 / 100 / 45 / 50 RGB 115 / 0 / 40 Ottobock Grey CMYK 0 / 15 / 25 / 70 RGB 85 / 80 / 70 Ottobock Orange CMYK 0 / 75 / 70 / 0 RGB 230 / 70 / Corporate Design

40 This is new: All the elements at a glance. Pe et explaborepe maiorest, odipitati officienis ra dolorep erspid mo totat voluptas doluptat as pos nonsecumqui nulluptat untet fugiti nonsequam, eaqui rest, totatio corunt ex experum id que inissum non periorum rero blaut labore porro et odis et officim que nimus elest, que magnam ullitas. Explique ni nosae illupta sperro cusdam fugit, quatia doluptat magnatur andae. Nam atus explam, non nimagnat. New logotype Imagery warm black and white target group-specific images Emotional image language Circles as new identifiers shape and colour Claim separated from the logotype Lorem ipsum dolor Sit amet Tatures ciliqui dunt. Ut que elia volum que nones vent. Otto Bock HealthCare Deutschland GmbH Max-Näder-Straße Duderstadt Telefon Telefax prothetik@ottobock.de Typography OBO Serif OBO Sans Corporate Design Corporate Design

41 Otto Bock HealthCare Deutschland GmbH Max-Näder-Straße Duderstadt Telefon Telefax Advertising. Pe et explaborepe maiorest, odipitati officienis ra dolorep erspid mo totat voluptas doluptat as pos nonsecumqui nulluptat untet fugiti nonsequam, eaqui rest, totatio corunt ex experum id que inissum non periorum rero blaut labore porro et odis et officim que nimus elest, que magnam ullitas. Explique ni nosae illupta sperro cusdam fugit, quatia doluptat magnatur andae. Nam atus explam, non nimagnat. Lorem ipsum: Dolor sit amet Ectis utet quiaerum ratam audandi dolorem hiti core as sam quunt. Serum re volestotae erorit adipsusa destet lit a veliquasped ma dis dolecto veliquidus re pe volorum sum es cus repereptae venectur alibuscia cone minctemque moluptate poriorerum et auda iunt restemq uoditius. Aris maiorumenis iunt la que doluptur apis et rempos arumquasped eum facimin nonsequ odigentin pre, volore voluptatest, odis aut is quis exercipis a quidem eliquibus seditatum eos. Lorem ipsum dolor Sit amet Tatures ciliqui dunt. Ut que elia volum que nones vent. Otto Bock HealthCare Deutschland GmbH Max-Näder-Straße Duderstadt Telefon Telefax prothetik@ottobock.de Corporate Design Corporate Design

42 Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet, venenatis vitae, justo. Brochures. Lorem ipsum sit consectetuer Ari omnim vendictur ate et duntisiti ent, ut inveneceped quam temqui omnim Lorem ipsum dolor sit amet Consectetuer Xeruptatio qui antis alit volenderum esti aspidus, ulloremporem vollest et qui conem explabo sum harum eatus et que ius expelib usaperibusa rruptatium non prenihic tes sunt omnis placcumquam fugiae nihicia delique eos aut lam eos conem autem accatet elestis cimaiostio illabore magnati oreiciaecat repudios aborestrum qui experia apedi doluptam aliaestin consecte re cusa ilitinus, optaes earumqu atquiat ureium hiciend acid exera dolupta. ellaborum aut ut voluptam voluptas molupta eperion secullam fugia in re nem eos digenis Lorem ipsum dolor moluptatem re et et es inistorest earuptia nis quat Ein weiteres Produkthighlight sind die weichen is enias dero blanimusa conse pa und harten Materialien, aus denen die Finger gefertigt sind. Sie sind dem biologischen Vor - Lorem ipsum dolor bild detailliert nachempfunden und tragen Xeruptatio qui antis alit volenderum esti aspidus, maß geblich zur großen Akzeptanz der Michelangelo Hand bei. sum harum eatus et que ius expelib usaperibusa conem autem accatet elestis cimaiostio illabore magnati oreiciaecat repudios aborestrum qui ilitinus, optaes earumqu atquiat ureium hiciend ellaborum aut ut voluptam voluptas molupta eperion secullam fugia in re nem eos digenis moluptatem re et et es inistorest earuptia nis quat is enias dero blanimusa conse pa. ant magnam Lorem ipsum dolor sit consectetuer adipiscing Ari omnim nem vendictur, ate et ut duntisiti duntendit ent vellora temqui vendictur omnim Lorem Lorem ipsum dolor Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. cing elit. Aenean commodo ligula eget dolor. Lorem ipsum dolor sit amet, consectetuer adipis- Aenean massa. Cum sociis natoque penatibus et Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis eu, pretium quis, sem. Nulla consequat massa enim. Donec pede justo, fringilla vel, aliquet nec, quis enim. Donec pede justo, fringilla vel, aliquet vulputate eget, arcu. In enim justo, rhoncus ut, nec, vulputate eget, arcu. In enim justo, rhoncus imperdiet a, venenatis vitae, justo. ut, imperdiet a, venenatis vitae, justo. Lorem ipsum Lorem ipsum Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum dolor (Lorem) (Ipsum) (Lorem) Lorem ipsum Lorem Lorem ipsum Lorem ipsum dolor Lorem ipsum dolor est Lorem ipsum dolor Lorem ipsum dolor est Corporate Design Corporate Design

43 Target group-specific addressing. Lorem ipsum sit consectetuer Ari omnim vendictur ate et duntisiti ent, ut inveneceped quam temqui omnim Cum sociis natoque penatibus magnis Phasellus viverra nulla ut metus laoreet. Quisque rutrum aenean ultricies Aenean commodo ligula eget dolor Donec quam felis ultricies nec pellent que eu pretium quis sem nlla consequat Aenean commodo ligula eget dolor Donec quam felis ultricies nec pellent que eu pretium quis sem nlla consequat Users Technicians Therapists Insurers Corporate Design Corporate Design

44 Stationery. Otto Bock HealthCare GmbH Max-Näder-Straße Duderstadt Herrn Max Mustermann Musterstraße Musterstadt Otto Bock HealthCare GmbH Max-Näder-Straße Duderstadt T + 49 (0) F + 49 (0) Postfach Duderstadt healthcare@ottobock.de 02 September 2011 Sehr geehrter Herr Mustermann, Apidebit, sin re conse landic tendipist qui dendior ibusciusam am si comnim et alitassiti ut everiostem quo imosandanda de ant, ut voluptatquis dolupta turepta speliciis cum remqui consequis sitatem cum eos dolorissed esciure, occusae estore dolenisqui remperae ped etur sum renimet et endus sitatusanto doluptaqui imaximusdam quidipsus comnimus mi, cum aborem nonsequi cusam, qui ut volupta nonsequat landio. Anda voluptasinti consequos eos expelit eicim verorum, utaturio molut ius dolut pra sin corem idemolo ruptatis parumqui omnis aute consent. Geschäftsführung Prof. Hans Georg Näder Dr. Hans Dietl Dr. - Ing. Michael Hasenpusch Roland Hehn Mario Henkel Dr. Helmut Pfuhl Thorsten Schmitt Harry Wertz Igenimus, omniatur aliscias dolorestis velenda ide cum aborem que nimi, cupta quuntur? Quiaspedis num repelessi sedit porest quatium veribus vero mos aut venti omniendia quam se cullit doluptatur aut et qui quisquis mollecu sandae. Et liquis modio ex erro moditatus. Mit freundlichen Grüßen im Auftrag Max Mustermann Titel erste Zeile Titel zweite Zeile Titel dritte Zeile Title first line Title second line Title third line Otto Bock HealthCare GmbH Max-Näder-Straße Duderstadt Germany T +49 (0) F +49 (0) M +49 (0) max.mustermann@ottobock.de Michael Meyer Deutsche Bank AG, Göttingen BLZ Kto Nr IBAN DE BIC DEUTDE2H260 Commerzbank AG, Göttingen BLZ Kto Nr IBAN DE BIC COBADEFF260 Sitz Duderstadt, AG. Göttingen, HRB Corporate Design Corporate Design

45 PowerPoint. Aritibus anturia sperae natecto Exeressi ut remoditia consequ Max Mustermann, Orthetik Berlin Aritibus anturia sperae natecto % akut Chae et al (N= 25 Lorem) 0.64% chonisch Sonde et al (N= 26 Lorem) 1.5% akut Francis et al (N= 26 Lorem) Utem endandion rem hamare consediora alictis con Optatis ipiet aut voluptaturio Utem endandion rem hamare consediora alictis con Endandion rem consediora alictis con Utem endandion rem hamare consediora alictis con Lorem endandion rem consediora Agendapunkt Titel der Präsentation Max Mustermann, Orthetik Otto Bock HealthCare 6 Corporate Design Corporate Design

46 Serum re volestotae erorit adipsusa destet lit a veliquasped ma dis dolecto veliquidus re pe volorum sum es cus repereptae venectur alibuscia cone minctemque moluptate poriorerum et auda iunt restemq uoditius. Aris maiorumenis iunt la que doluptur apis et rempos arumquasped eum facimin nonsequ odigentin pre, volore voluptatest, odis aut is quis exercipis a quidem eliquibus seditatum eos. Otto Bock HealthCare Deutschland GmbH Max-Näder-Straße Duderstadt Telefon Telefax prothetik@ottobock.de Lorem ipsum dolor Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. cing elit. Aenean commodo ligula eget dolor. Lorem ipsum dolor sit amet, consectetuer adipis- Aenean massa. Cum sociis natoque penatibus et Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis eu, pretium quis, sem. Nulla consequat massa enim. Donec pede justo, fringilla vel, aliquet nec, quis enim. Donec pede justo, fringilla vel, aliquet vulputate eget, arcu. In enim justo, rhoncus ut, nec, vulputate eget, arcu. In enim justo, rhoncus imperdiet a, venenatis vitae, justo. ut, imperdiet a, venenatis vitae, justo. Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Lorem ipsum Lorem ipsum Lorem ipsum (Lorem) (Ipsum) (Lorem) Lorem ipsum Lorem Lorem ipsum Xeruptatio qui antis alit volenderum esti aspidus, ulloremporem vollest et qui conem explabo sum harum eatus et que ius expelib usaperibusa rruptatium non prenihic tes sunt omnis placcumquam fugiae nihicia delique eos aut lam eos conem autem accatet elestis cimaiostio illabore magnati oreiciaecat repudios aborestrum qui experia apedi doluptam aliaestin consecte re cusa ilitinus, optaes earumqu atquiat ureium hiciend acid exera dolupta. ellaborum aut ut voluptam voluptas molupta eperion secullam fugia in re nem eos digenis Lorem ipsum dolor moluptatem re et et es inistorest earuptia nis quat Ein weiteres Produkthighlight sind die weichen is enias dero blanimusa conse pa und harten Materialien, aus denen die Finger gefertigt sind. Sie sind dem biologischen Vor - Lorem ipsum dolor bild detailliert nachempfunden und tragen Xeruptatio qui antis alit volenderum esti aspidus, maß geblich zur großen Akzeptanz der Michelangelo Hand bei. sum harum eatus et que ius expelib usaperibusa conem autem accatet elestis cimaiostio illabore magnati oreiciaecat repudios aborestrum qui ilitinus, optaes earumqu atquiat ureium hiciend ellaborum aut ut voluptam voluptas molupta eperion secullam fugia in re nem eos digenis moluptatem re et et es inistorest earuptia nis quat is enias dero blanimusa conse pa. ant magnam Ari omnim nem vendictur, ate et ut duntisiti duntendit ent vellora temqui vendictur omnim Lorem ipsum dolor Lorem ipsum dolor est Lorem Lorem ipsum dolor venenatis vitae, justo. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet, Lorem ipsum Lorem ipsum Lorem ipsum dolor Lorem ipsum dolor est The new world of Ottobock. Pe et explaborepe maiorest, odipitati officienis ra dolorep erspid mo totat voluptas doluptat as pos nonsecumqui nulluptat untet fugiti nonsequam, eaqui rest, totatio corunt ex experum id que inissum non periorum rero blaut labore porro et odis et officim que nimus elest, que magnam ullitas. Explique ni nosae illupta sperro cusdam fugit, quatia doluptat magnatur andae. Nam atus explam, non nimagnat. Otto Bock HealthCare GmbH Max-Näder-Straße Duderstadt Herrn Max Mustermann Musterstraße Musterstadt Otto Bock HealthCare GmbH Max-Näder-Straße Duderstadt T + 49 (0) F + 49 (0) Postfach Duderstadt healthcare@ottobock.de 02 September 2011 Sehr geehrter Herr Mustermann, Apidebit, sin re conse landic tendipist qui dendior ibusciusam am si comnim et alitassiti ut everiostem quo imosandanda de ant, ut voluptatquis dolupta turepta speliciis cum remqui consequis sitatem cum eos dolorissed esciure, occusae estore dolenisqui remperae ped etur sum renimet et endus sitatusanto doluptaqui imaximusdam quidipsus comnimus mi, cum aborem nonsequi cusam, qui ut volupta nonsequat landio. Anda voluptasinti consequos eos expelit eicim verorum, utaturio molut ius dolut pra sin corem idemolo ruptatis parumqui omnis aute consent. Geschäftsführung Prof. Hans Georg Näder Dr. Hans Dietl Dr. - Ing. Michael Hasenpusch Roland Hehn Mario Henkel Dr. Helmut Pfuhl Thorsten Schmitt Harry Wertz Igenimus, omniatur aliscias dolorestis velenda ide cum aborem que nimi, cupta quuntur? Quiaspedis num repelessi sedit porest quatium veribus vero mos aut venti omniendia quam se cullit doluptatur aut et qui quisquis mollecu sandae. Et liquis modio ex erro moditatus. Mit freundlichen Grüßen im Auftrag Lorem ipsum dolor Sit amet Tatures ciliqui dunt. Ut que elia volum que nones vent. Otto Bock HealthCare Deutschland GmbH Max-Näder-Straße Duderstadt Telefon Telefax prothetik@ottobock.de Lorem ipsum: Dolor sit amet Ectis utet quiaerum ratam audandi dolorem hiti core as sam quunt. Michael Meyer Deutsche Bank AG, Göttingen BLZ Kto Nr IBAN DE BIC DEUTDE2H260 Commerzbank AG, Göttingen BLZ Kto Nr IBAN DE BIC COBADEFF260 Sitz Duderstadt, AG. Göttingen, HRB Max Mustermann Titel erste Zeile Titel zweite Zeile Titel dritte Zeile Title first line Title second line Title third line Otto Bock HealthCare GmbH Max-Näder-Straße Duderstadt Germany T +49 (0) F +49 (0) M +49 (0) max.mustermann@ottobock.de Lorem ipsum sit consectetuer Ari omnim vendictur ate et duntisiti ent, ut inveneceped quam temqui omnim Lorem ipsum dolor sit amet Consectetuer Aritibus anturia sperae natecto Exeressi ut remoditia consequ Max Mustermann, Orthetik Berlin Lorem ipsum dolor sit consectetuer adipiscing Corporate Design Corporate Design

47 Next steps:

48 The Ottobock brand management structure Our Brand Ambassadors will be the first to present our new brand. From now on, across the world, the Brand Ambassador will communicate and enliven our new image, both inside the company and to our patients, users, customers, suppliers and partners. The main contact for all brand-related questions and further requirements is our Global Brand Manager. She and her team are responsible for the development of the brand in collaboration with the owner and the CMO. Brand Ambassadors Norbert Aumann MD Otto Bock Healthcare Deutschland GmbH Karl Heinz Burghardt President Eastern Europe, Middle East, Afrika (EEMEA) Dr Hans Dietl Chief Technology Officer (CTO) Kevin Harney President Asia/Pacific Dr Helmut Pfuhl Chief Marketing Officer (CMO) Taras Rebet President Western Europe Scott Schneider President North America Regina Thums General Counsel Harry Wertz Chief Financial Officer (CFO) Wilson Zampini President Latin America Brand Management Christin Gunkel Global Brand Manager For all further questions concerning the brand please contact Next steps Next steps

49 The role of a Brand Ambassador: Be the brand s face to the company. Give official commitment to the implementation process. Be agenda setter & reminder for the brand topic. Take core decisions on the board. Be a coach & mediator to others. Participate in a change management & coaching seminar. Give roadshow-based presentations in the various markets. Appear in the implementation tools (newsletters, magazine, interviews, surveys). Participate in international brand board meetings twice a year to review the implementation process. Next steps Next steps

50 Outlook for Ottobock: We ll provide an online Brand Management System to make the brand experience come alive. This platform will supply the tools necessary for the introduction of the new brand, e.g. templates, style guides, downloads. We ll train all employees and external partners on Ottobock s future communication style (agencies, photographers, suppliers). We ll check and revise our attitude and actions vis-à-vis all target groups (Corporate Behaviour). Each Brand Ambassador will be provided with everything needed to help understand the new brand: a film communicating the most important messages; presentations; a Brand Book for all employees. Our new brand in its entirety will be visible to the public for the first time at the Leipzig Fair in May The challenge is clear: We need to achieve brand leadership while retaining market leadership. Next steps Next steps

51 Roll-out plan: Continuous incorporation of new content Launch Brand Management System Campaign launch Michelangelo Genium International roll-out Orthopädie + Reha-Technik 2012 Nomination of Brand Ambassadors Meeting Brand Ambassadors Meeting Brand Ambassadors Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Style guides Stationery PowerPoint Style guide Brochures Style guides Product adverts Image adverts Style guide Webdesign Packaging design Style guides Basic elements Imagery Templates Brochures

52 What will we have achieved with this new brand? All our employees have a redefined relationship with Ottobock and are to live the brand. We communicate a clear image towards our customers and all other target groups. The brand value of Ottobock increases, safeguarding our future. The company is equipped to take on the competition and the challenges ahead. We are ready for the future! Next steps 102

53 Otto Bock Healthcare, 2011

54