Branding.

35
H. Lundbeck A/S (2003)
Lundbeck is a pharmaceutical company that works to improve the life quality
of people suffering from neurological or psychiatric disorders. Is represented
by a main office in Denmark and about 45 subsidiaries worldwide. The company's
primary revenue derives from the anti-depressant Cipramil. In 2002,
Cipralex was launched as an improved alternative. At the same time,
Lundbeck marketed the Alzheimer's drug Ebixa.
In recent years, Lundbeck has worked with a corporate branding strategy
that in part has dealt with communication and in part has tried to revitalise
the company's management strategy in order to let the company's values have
crucial influence on strategic decisions. As something new, an Endorsed Brand
Identity (see page 7) is used in order to get a tighter connection between products
and company.
VELUX A/S (2003)
VELUX is an international company that brings daylight, fresh air, view, and
solar energy into people's everyday lives. VELUX is a part of VKR Group,
which has more than 9.000 employees in more than 40 countries. VELUX produces
and markets skylights and related products. "Where there's light, there's
life" - the philosophy is that simple. VELUX also produces electronic controls
and solar panels for mounting on rooftops. Daylight and fresh air are indispensable
for a good interior environment and good living conditions for people.
VELUX products create better homes for people because light creates life.
A strategic goal is to turn VELUX into a corporate brand. Corporate branding
in VELUX is a process that expresses the company's brand philosophy
and promise to the customers, anchored in the company's vision and values.
The focus isn't simply on communication, but on all that is VELUX - people,
products and services. This philosophy - and high-quality products - has globally
turned VELUX into one of the strongest brands in the field of construction.
The VELUX brand has also achieved a level of recognition that is rare
and unusual for construction materials.
Members Report # 3/2003: "Branding Tomorrow.
Organisation, communication and marketing in selected futures".
Developed by the Copenhagen Institute for Futures
Studies (CIFS). This report is solely intended for members of
CIFS. CIFS's member's reports are published quarterly. The
next is called "Ten Trends towards 2010"
Text and concept: Helene Nordtorp Jørgensen (research
assistant), Martin Kruse (research assistant) & Morten
Grønborg (project manager)
The study group 'Branding Tomorrow': Kate Andersen
(TopDanmark), Michael Rasmussen (VELUX), Morten Paustian
(Lundbeck), Anna Frellsen (McKinsey), Anne Skare Nielsen
(thnk), Margrethe Dal Thomsen (Leo Burnett), Helena
Nordtorp Jørgensen (CIFS) & Morten Grønborg (CIFS).
Texts in the report about VELUX and Lundbeck are written by
Michael Rasmussen and Morten Paustian, respectively. The
texts are not necessarily indicative of actual work being done
in the respective companies
Professional contributions - thanks to: Klaus Æ.
Mogensen (CIFS), Thomas Mølgaard (Scanad
Udviklingsbureau), Søren Riis (CIFS), Maj Søltoft (CIFS), Niels
Bøttger-Rasmussen (CIFS), Henrik Persson (CIFS), Kaare
Andreasen (CIFS), Kristina L. Søgaard (CIFS), Ingrid Haug,
and employees at VELUX and Lundbeck
Research: Maj Sølvtoft (CIFS) og Klaus Æ. Mogensen (CIFS)
English adaptation: Klaus Æ. Mogensen (CIFS)
Layout: Gitte Larsen (CIFS)
Graphic design: Martin Johansson (Nxt)
Cover: Martin Johansson (Nxt)
Printing: Jungersen Grafisk aps
The Copenhagen Institute for Futures Studies
September 2003
www.cifs.dk