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wolfcraft wins the German Brand Award 2017

wolfcraft GmbH has won the German Brand Award 2017 in the "Industry Excellence in Branding" class for the "Gardening & Tools" category, for its consistently managed market presence and comprehensive communications approach which utilises all channels.

Spirits were high in the wolfcraft GmbH camp at the German Brand Awards ceremony held in Berlin on 29 June. With their DIY Enabler Packages, the wolfcraft marketing experts swept to the winners' podium, in the "Industry Excellence in Branding" class for the "Gardening & Tools" category .

The concept, enabling inexperienced users to achieve perfect results using a mix of highly specific product solutions and didactically-designed communication, thoroughly impressed the jury of top-class experts. With this approach, wolfcraft consistently views the project from the perspective of the user and delivers the right amount of knowledge, support and service on all channels and at every stage of the customer journey. The complex communication strategy is based on data and analyses from user studies, eye-tracking measurements and measurements of electrical activity in the brain.   

The German Brand Award is presented for successful brand management in Germany and is the first competition to encompass all the technical disciplines of modern brand management. It discovers, presents and rewards unique brands and brand builders. It is organised by the German Brand Institute and the German Design Council, which was established by the German parliament in 1953.

Stefan Weigel, Head of Marketing and Development, and Christian Hurth, Head of Marketing Communication, accepted the coveted prize in Berlin. More than 600 guests from the worlds of business, politics and the media attended the ceremony. "We are very proud that our far-sighted and consistent brand and communication strategy and its fundamental importance to the success of our company has been honoured in this special way. To be considered a pioneer in the world of branding sends a powerful message. In terms of innovative branding, consistent brand management and sustainable brand communication, we appear to be doing everything right", beamed Stefan Weigel.

Over the last 68 years, wolfcraft GmbH has established itself very successfully as a driver of innovation in the area of tools and power tool accessories. In addition to professional marketing, the methods and technologies have been constantly adjusted to the prevailing demands of the dynamic market – always with the aim that every product offered is the best in its class.

Already in 2010 and 2014, wolfcraft was identified in studies conducted by the Institut für Freizeitwirtschaft (Institute for Leisure Studies) as the best-known DIY brand* for hand tools.

"With our innovative power and our brand management, we are constantly on course for success. We are delighted that we were able to convince this top-class panel of experts of that fact. To have won this award from a field of more than 900 companies makes us very proud", says Reinhard Wolff, who together with Thomas Wolff, is the second generation of the family to run this company.

We are looking very confidently to the future: "The trade, in particular, will benefit from our growing brand power and the DIY Enabler Packages. We will also continue to invest sustainably in strong partnerships in the future", said Wolff.

* Institut für Freizeitwirtschaft GmbH, Efficient marketing to DIY customers, Munich, 2010, 2014