Habegger AG has been using "Cultivating Wow" as a claim in its visual identity for around 4 years. But what does that actually mean? Is it simply a successful play on words or is there more to it than that? We'll tell you.
We all know them: Phrases like “Just do it”, “think different”, “Vorsprung durch Technik” or even “Sheer Driving Pleasure”. So-called “claims” are intended to convey a catchy message that describes the core of a brand in a simple and memorable way. Ideally, a claim reflects the values and character of the company. Most claims give their target groups a good reason why they should choose the company or brand in question when making their purchase (the Reason Why). At least, that is what is written in the abundance of specialist literature dealing with the topics of “brands”, “branding” and “profiling”.
A good claim provides the target groups with a Reason Why
Habegger adjusted its claim in 2018. It is now “Cultivating Wow”. But how is this claim to be understood? Does it reflect Habegger’s values and character? Does it provide the “Reason Why” for making a purchase decision in favour of Habegger? After the launch, we set up a representative client survey on our brand design and meticulously evaluated it. When asked what was meant by “Cultivating Wow”, over 50% answered with the words “passion” and “dedication2. Furthermore, 56% of the respondents said that the new claim was a perfect fit for Habegger. Client opinion is consistently positive, then.
But what is the situation like within Habegger? What do the employees understand by “Cultivating Wow”? Habegger currently employs around 140 people from over 40 different professional fields. The enormously wide-ranging expertise from these very different professions adds up to seamless professional competence in all areas of live communication. But what is the unifying element that motivates every employee – regardless of their business area in Habegger – to give their best every day? Is it “Cultivating Wow”?
Cultivating Wow is
the unifying element
We wanted to know exactly, so we asked. Across all hierarchical levels and from all departments, randomly selected employees gave their opinion on four central questions. This much can already be revealed here: we were amazed at how close the subjective perception of “Cultivating Wow” is across the company.
Question 1: What does “Cultivating Wow” mean to you in relation to your work?
The common factor in the answers lies in exceeding the client’s expectations or in fulfilling client expectations that were not formulated. You achieve this by going the extra mile or entering new territory. The key to success is not to opt for the first idea that comes along, but to keep searching until the right idea is found. “Cultivating Wow” is not something you just pull out of your sleeve, but has to be built up over years and nurtured with a great deal of love. But themes of cooperation and teamwork also form a big common denominator in the understanding of “Cultivating Wow”. In this way, a team grows with the task and a positive, unimagined working atmosphere is created. The exchange of experiences, self-fulfilment in the team and celebrating enjoying their work together. Leaving one’s own comfort zone seems to be one of the main factors.
Not the first idea that comes along, but keeping searching until the right idea is found
Question 2: When is a work result “Cultivating Wow” for you?
Answers were: The solution must surprise, delight and somehow appear “simple”. As if it were the most natural thing in the world. Another crucial point mentioned was that both the client and the internal project team not only need to be merely satisfied with the result of the work, but also enthusiastic about it. This is the only way to turn clients into “fans” and no longer need to talk any more about achieving the set goals.
Question 3: If you had to define “Cultivating Wow” as a goal, how would the goal be formulated?
We were not sure if this question could actually be answered. How do you define “Cultivating Wow” as a goal? Formulating a rather undefined, qualitative statement as a goal is much more complex than naming an EBITA at the end of the year. The subjective elements of a qualitative goal formulation are difficult to put into words and even more difficult to examine. Here too, however, we were amazed at the very specific answers we received. Of course, there is always a certain degree of scope for interpretation, but in the end it was the following arguments that, in combination, resulted in a convincing target formulation à la Habegger.
Surprise with an
emotional firework
Question 4: Why is Habegger “Cultivating Wow”?
There must be good reasons why around 140 employees give their best every day to create all the aforementioned “wow moments” for us and our clients. To make emotions come alive, to create unforgettable moments and to set off fireworks every day. Everything seems to revolve around this interplay of diversity at Habegger. A mosaic of over 40 professional fields, made up of people and ideas, and the result of their collaboration gives rise to something great.
Only by collaborating can
great things be created
Regarding the question posed in the introduction as to whether “Cultivating Wow” is simply a successful play on words or whether there is more to it, a very clear statement can now be made. There is much more behind “Cultivating Wow”. It describes an internal attitude of all Habegger employees, a corporate culture that is stronger than any strategy paper, an emotional bond that has a profitable impact for clients and their needs. It exceeds expectations and it inspires.
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