Branders creates digital brand experience for Globalwine

Globalwine's brand refresh pursued the goal of strengthening the brand's positioning in the dynamic competitive environment, which is increasingly dominated by online retail. The recently launched website is particularly important in this context, as it not only serves as an important sales channel, but also conveys exciting stories about premium wines and their makers and makes them come alive. Through various storytelling elements, customers should always be [...]

Editorial - March 24, 2022

Globalwine's brand refresh pursued the goal of strengthening the brand's positioning in the dynamic competitive environment, which is increasingly dominated by online retail. The recently launched website is particularly important in this context, as it not only serves as an important sales channel, but also conveys exciting stories about premium wines and their makers and makes them come alive. Various storytelling elements are intended to inspire customers time and again and thus create specific purchase incentives. Based on various market trends, the potential of different types of buyers as well as their motivation and information behavior when buying wine were analyzed and mapped in customer journeys. For example, information on sustainability in viticulture or recommendations for organic and vegan wines were created because they are attracting growing interest among the target groups and have become relevant purchasing criteria. The online buying experience was enriched with various storytelling elements - these range from stories about winemakers, wineries and regions to wine knowledge and recommendations by oenologist Alain Bramaz. Delivered in a variety of formats, video is playing an increasingly important role, bringing to life topics such as winemaking consulting, tastings, and food pairings, as well as stories about winemakers and wineries, which can be found both on the new website and on a dedicated YouTube Channel find

Responsible for GlobalwineGeri Theiler (CEO), Alain Bramaz (Head Oenologist & Viticulture Consultant), Stefan Lieberherr(Graphics & Design), Brigitte Auf der Maur (Digital Marketing). Responsible for Branders: René Allemann (Creative Director & CEO), Marisa Güntlisberger (Director Omnichannel Experience), Philippe Knupp (Strategy Director), Anita Hsieh (Brand Designer), Thomas Hausheer (Creative Brand Technologist), Martin Fähndrich (Video Journalist).

Dynamic scan stage with large transmitted light

With the KDT600, Steinmeyer Mechatronik offers a large XY scan stage for fast scanning tasks that can be used to examine biological or medical samples with high precision within a very short time. Even applications with a large number of samples and high-throughput processes require only a few loading cycles. Up to 12 well plates can be loaded with a travel distance of 350 mm above the exceptionally large transmitted light of 400 [...]

Editorial - March 24, 2022

Scantish — Dynamic scan stage: The KDT600 transmitted-light cross-stage from Steinmeyer Mechatronik was specially developed for high-throughput screening of microtiter plates in the cleanroom. (Image: Steinmeyer Mechatronik)

With the KDT600 Steinmeyer Mechatronik offers a large XY scan stage for fast scanning tasks, which can be used to examine biological or medical samples with high precision within a very short time. Even applications with a large number of samples and high-throughput processes require only a few loading cycles. Up to 12 well plates can be placed above the exceptionally large transmitted light of 400 mm with a travel distance of 350 mm. Transillumination of samples from below ensures perfect screening of bioreactions.

Scan table with fast positioning system

By using polished cross roller guides as well as ground stage plates, a repeatability of ±0.15 µm in straightness and flatness is achieved. Thanks to this high precision, only minor refocusing is required even for optics with a very short focus length. The ironless linear motor guarantees a sensitive drive without any disturbing influence on the process parameters. At the same time, the linear motor ensures high dynamics. Accelerations up to 3 m/s² and top speeds of 500 mm/s guarantee short scan times, extremely fast scan results are also achieved in start-stop mode. For equal acceleration values in X and Y, dual motors can optionally be used in the lower axis. The internal feedback system with 0.1-µm resolution and therefore possible positioning steps of 0.3 µm also allows the use of optics with the highest resolutions when using micro-wells.

Air bearing table replacement

The KDT600 is designed for maximum repeatability and achieves accuracies through compensation that were previously reserved exclusively for air bearing systems. However, it is significantly more cost-effective with comparable performance. This is particularly beneficial for applications in the life science and biotech sectors, as well as for active ingredient screening in the pharmaceutical industry. Clean room requirements are met, and a nickel coating is optionally available for surfaces that can be disinfected. When servicing is required, the table can be easily separated from the housed cable guide. This shortens maintenance and facilitates integration. Source: Steinmeyer Mechatronics. Steinmeyer Mechatronik is part of the globally active Steinmeyer Group. As a competence center for positioning solutions, mechatronic systems and optical components, the Dresden-based GmbH offers innovative products and customer-specific solutions for individual tasks.

This article originally appeared on m-q.ch - https://www.m-q.ch/de/dynamischer-scantisch-mit-grossem-durchlicht/

Mainland delivers sustainable content for Sanitas Troesch anniversary

This year, Sanitas Troesch celebrates its 111th anniversary. Together with the Festland agency, which also supports Sanitas Troesch in brand strategy and brand presence, the decision was made to focus on high-quality content. The result is a magazine that presents the world of Sanitas Troesch in a contemporary way. Relaunch with redesign For the anniversary edition, the magazine "Bad. Kitchen. Leben." [...]

Editorial - 23 March 2022

This year Sanitas Troesch celebrates its 111th anniversary. Together with the agency Festland, which Sanitas Troesch also accompanied in brand strategy and brand appearancethe decision was made to focus on high-quality content. The result is a magazine that presents the world of Sanitas Troesch in a contemporary way.

Relaunch with redesign

For the anniversary edition, the magazine "Bad. Kitchen. Living. was completely redesigned by Festland, both visually and in terms of content. The challenge was that the publication should appeal to and entertain both private individuals and professionals. "Our readership includes sanitary planners and installers as well as investors and architects, and of course our customers and employees," explains Marco Serratore, Head of Marketing & Communications at Sanitas Troesch.

The main content is various trend stories on the future of bathrooms and kitchens. Iria Degen and Stephan Hürlemann talk about Swiss Design between tradition and innovation. Simone Achermann and Stephan Sigrist from the think tank W.I.R.E. get to the bottom of developments that will shape our lives and homes of tomorrow. And Johan Olzon-Åkerström, co-founder of the design collective Soeder, talks about the essence of sustainability. Other illustrious voices include Marianne Kohler Nizamuddin, author of the interior blog "Sweet Home," Urs Heller, Editor-in-Chief of GaultMillau Switzerland, and Reto Largo, Managing Director of the Nest Innovation Center in conversation with Patrick Maier, CEO of Sanitas Troesch and Saint-Gobain Switzerland.

Rose Red introduces the new Rivella brand "Eau&Moi

Swiss tap water may be of impeccable quality, inexpensive and healthy - but in the long run it's also a bit boring. With "Eau&Moi," Rivella wants to transform the lackluster tap water into a fruity refreshing drink with natural ingredients. For this purpose, pureed fruits, herbs and spices are packed into small pouches that can be added to the tap water as a natural flavor additive. Rosarot has developed for [...]

Editorial - 23 March 2022

Swiss tap water may be of impeccable quality, inexpensive and healthy - but in the long run it's also a bit boring. With "Eau&Moi," Rivella wants to transform the lackluster tap water into a fruity refreshing drink with natural ingredients. For this purpose, pureed fruits, herbs and spices are packed into small pouches that can be added to the tap water as a natural flavor additive.

Rosarot designed the car launch for the Rivella brand. For this, the brand values, differentiation and relevance of the product innovation were defined in advance in a brand workshop with the client. The result is a website with newly developed usability and a newly defined user interface. With animations and designs inspired by water and fruit, a visit to the website should become a small shopping experience.

The website features smart mechanisms such as a subscription configurator that calculates how much of the recommended daily water intake can be flavored, and an intelligent shopping cart optimized for cross-selling. The holistic storytelling rounds off the website.

Responsible at Eau&Moi: Ciydem Buchheit (Head of New Business), Floriane Schmid (Junior Manager New Business). Responsible at Rosarot: René Karrer (Creative Direction), Andreas Steiner (Director Content), Labinot Gashi (Director Digital), Isabelle Niemann (Project Management Digital Marketing), Florian Fleischmann (Art Direction), Marcela Narvaez, Stefanie Steimer (Graphic Design).

Corona and sustainability: Switzerland has become more attentive

The Corona pandemic has had a lasting impact on both the purchasing and nutrition of Swiss consumers. This is the result of a study by the shopping app Bring! on shopping planning and consumption behavior in Switzerland. The study was based on a survey of around 1,000 Bring! users. According to the study, many consumers have changed their shopping plans, the products they buy, and their shopping priorities, among other things [...].

Editorial - 23 March 2022

The Corona pandemic has had a lasting impact on both the purchasing and nutrition of Swiss consumers. This is the result of a study by the shopping app Bring! on shopping planning and consumption behavior in Switzerland. The study was based on a survey of around 1,000 Bring! users. According to the study, many consumers have changed their shopping plans, the products they buy and their shopping priorities, as well as their eating habits.

More planning, more regionality, more organic

For example, the pandemic had a significant impact on how weekly shopping is planned: 35 percent of respondents said they plan their shopping more intensively than before Corona. 30 percent create more shopping lists, 21 percent now plan in great detail and 17 percent use more time to plan their shopping than before. This is also reflected in the shopping itself: only for 24 percent has nothing changed, while 22 percent now go to the supermarket less often and 18 percent buy more in stock. However, there are not only significant shifts in the how, but also in the what: A good one in eight (13 percent) buys different products than before. When asked what consumers pay particular attention to when selecting products, origin is the most important criterion: For 79 percent, it is a key criterion - and thus much more important than price (47 percent). Production is also important, for example whether the food is organic (47 percent), as are the ingredients (46 percent). Shelf life is also very important for the purchase decision (52 percent). Corona

Swiss: eat healthier and more consciously since the start of the pandemic

This is also reflected in eating habits: Swiss consumers are eating more consciously and sustainably than before the pandemic. Almost half of those surveyed (47 percent) said they were eating healthier than before, 43 percent were eating less meat or none at all, and eight percent were eating more vegan. In contrast, only one in three (33 percent) had no change in their diet, and just two percent were eating less healthily than before - a clear contradiction to the assumption that many had survived the pandemic mainly on snacks and sweets. The consumers surveyed want to continue the trend toward sustainable purchasing and healthier eating. For 2022, they intend to buy more regionally (58 percent) and less wastefully (52 percent) and to buy less meat (27 percent). But they also want to go easy on their wallets and spend less when shopping (33 percent). Corona

Consumers:inside: Trend toward greater sustainability will continue

Most consumers see the changes as a lasting development: When asked which trends will influence their purchasing behavior in the long term, more than four out of five respondents (83 percent) named regionality, followed by seasonality (77 percent), sustainability (61 percent) and organic products (47 percent). Purchasing vegetarian and vegan foods will also become increasingly important for respondents in the future (24 percent). Corona

"The results of our analysis clearly show that people in Switzerland are shopping more consciously than before the pandemic," says Nadine Müller, Head of Sales Switzerland at Bring! "The Corona pandemic has led to people shopping less frequently, but in a more planned way, also in order to spend as little time as possible in the supermarket. One result of this - and our study clearly proves this - is that consumers are thinking more carefully about what ends up in their shopping carts and thus also on their plates. This trend will continue, and with it the increased role of purchase planning."

The entire study is available for download here available. About the company: Bring! offers branded goods and retail companies the opportunity to reach consumers at the time when it really matters: during the planning and execution of the purchase. The advertising formats offered include sponsored products (the advertised products are natively integrated into the shopping list with the look and feel of the Bring! app), personalized local retailer offers, recipe recommendations in the inspiration section, and many more.

Groupe Mutuel: New image and prominent ambassadors

In addition to its image, Groupe Mutuel is refining its strategy to focus on the two biggest concerns of the Swiss population: health and pensions. With 1.3 million individual customers and 27,000 corporate customers, this strategy is aimed at both the personal and corporate insurance markets. A new brand image after 27 years The red-and-white logo [...]

Editorial - 21 March 2022

In addition to its image, Groupe Mutuel is refining its strategy to focus on the two biggest concerns of the Swiss population: health and pensions. With 1.3 million individual customers and 27,000 corporate customers, this strategy is geared to both the personal and corporate insurance markets.

A new brand image after 27 years

The red and white logo represented Groupe Mutuel since 1995, but as of today, amber and navy blue, united in a simple logo, are the company's new colors. In addition to the logo, all other elements that are part of Groupe Mutuel's brand identity are also being modernized, from the style of the photos to the graphic charter. This important change in image is driven by new values introduced two years ago, as well as a new strategic direction for the company. The new brand identity focuses on more proximity, especially through a new communication campaign that will be released from March 28. It tells the "real" life in a natural and emotional way, close to people.

Two prominent ambassadors

As part of the launch of its new brand identity, Groupe Mutuel is teaming up with two talented ambassadors. Belinda Bencic, recent Olympic tennis champion, and Ajla Del Ponte, European athletics champion, will work with Groupe Mutuel over the next three years. For many years, Groupe Mutuel has supported sports, especially running, for example as a partner of around 15 popular races in Switzerland. After all, sport and prevention are enormously important for health. "With Belinda Bencic and Ajla Del Ponte, we can count on two great personalities who embody the benefits of sport and carry the new colors of Groupe Mutuel to the outside world," says a delighted Thomas Boyer, CEO of Groupe Mutuel.

With more than 2,700 employees throughout Switzerland, Groupe Mutuel serves 1.3 million individual customers and 27,000 companies. Groupe Mutuel ranks fifth nationally in corporate health insurance.

Swiss hospitals: Sustainability pays off

Swiss hospitals are "living large" in terms of emissions: 6.7% of the national CO2e footprint is accounted for by the Swiss healthcare system alone. Sustainability should therefore be on the agenda of every hospital management. Some Swiss hospitals are highly innovative. But in many places, the perception of "investment without return" persists. PwC Switzerland has published an impulse paper with [...]

Editorial - 21 March 2022

Swiss hospitals could make much better use of their potential for greater sustainability, says an impulse paper from PwC Switzerland. (Image: Pixabay.com)

Swiss hospitals are "living large" in terms of emissions: 6.7% of the national CO2e footprint is accounted for by the Swiss healthcare system alone. Sustainability should therefore be on the agenda of every hospital management. Some Swiss hospitals are highly innovative. But in many places, the perception of "investment without return" persists. PwC Switzerland has published an impulse paper entitled "Why sustainability pays off for Swiss hospitals". It was written in February 2022 on the basis of real-life practical examples and the know-how of PwC Switzerland's healthcare experts. In the sense of a transfer of experience, the publication contains various recommendations for action.

Switzerland among the leaders in terms of CO2e footprint

In the case of CO₂e-footprint of the healthcare industry, Switzerland ranks among the top countries internationally. In the ranking of the environmental impact of consumption, healthcare ranks fourth, immediately after nutrition, mobility and housing. Depending on the source, the use of healthcare services accounts for 5 to 12 percent of total greenhouse gas emissions in Switzerland. In view of this fact, it is surprising that hospital managers and healthcare stakeholders do not generally regard sustainability as a matter of urgency. The aforementioned impulse paper now aims to change that.

Innovative role models are available

Some Swiss hospitals have already made considerable progress in terms of sustainability. The University Hospital Basel, for example, does not use the anesthetic gas desflurane, which is over 2,500 times more harmful to the climate than CO₂. Winterthur Cantonal Hospital is integrating green bonds into the financing strategy for its Minergie ECO-certified new building. As part of a plastic recycling initiative, the Lindenhof Group in Bern was able to recycle over 12 tons of plastic in 2020. The list of positive examples is long and highlights the wealth of opportunities sustainability offers for the Swiss healthcare industry.

Multi-layered potential for Swiss hospitals

"We are convinced that Swiss hospitals are using the key issue of sustainability to unleash a momentum of innovation and significantly shape the future of the healthcare industry," says Philip Sommer, Healthcare Advisory Leader at PwC Switzerland. The authors elaborate on what this momentum looks like in concrete terms in the impulse paper:

Reduce direct and indirect costs: Swiss hospitals can save substantial resources and reduce (special) waste in the short and medium term.
Maintaining energy supply security: Independent energy supply and heating with electricity is becoming increasingly important, especially for large-scale consumers.
Attracting skilled workers: Those who position themselves sustainably gain a decisive competitive edge in the battle for qualified personnel.
Meeting new reporting obligations: The extended reporting obligations of publicly traded companies since January 1, 2022, come into play for a hospital if, for example, it wants to finance a new building on the capital market.
Preventing a health crisis: Hospitals will soon no longer be able to cushion a continued increase in illnesses associated with the climate crisis.
Innovate and differentiate: The fine art of innovation is to combine digitization, data science and sustainability into resource-efficient solutions.
Supporting national and international climate targets: If the world and Switzerland are to achieve net zero by 2050, everyone must help - including service providers.

In the final chapter of the impulse paper, the authors make ten recommendations for action. These can be summarized as follows: Those who embrace the facets of sustainability can actively position themselves in an increasingly competitive environment and better meet the growing regulatory obligations and demands of their stakeholders. The transformation towards sustainable hospital management requires innovation. It can significantly optimize profitability and future prospects. There are therefore many opportunities, and PwC's experts agree that this potential must be exploited. Source and further information: www.pwc.ch. The impulse paper can be download here.

This article originally appeared on m-q.ch - https://www.m-q.ch/de/schweizer-spitaeler-nachhaltigkeit-lohnt-sich/

Ethical Hacking: Programs for Small Businesses and Communities

How can small organizations, even with limited resources and IT expertise, gain easy access to bug bounty programs in order to effectively increase their IT security? Finding this out is the goal of a study launched by Bug Bounty Switzerland together with the Zurich University of Applied Sciences ZHAW, which is supported by the Swiss innovation funding organization Innosuisse. In a preliminary project, the [...]

Editorial - 21 March 2022

How can small organizations, even with limited resources and IT know-how, gain easy access to bug bounty programs in order to effectively increase their IT security? Finding this out is the goal of a study launched by Bug Bounty Switzerland together with the Zurich University of Applied Sciences ZHAW, which is supported by the Swiss innovation funding organization Innosuisse. In a preliminary project that recently got underway, the target group of SMEs and municipalities is first being investigated to understand what special needs these organizations have, where hurdles to ethical hacking lie, and how a suitable offering would have to be designed.

Ethical Hacking: The Bug Bounty Concept

The bug bounty concept, i.e. the search for vulnerabilities in IT infrastructures by ethical hackers who are rewarded for their finds, has now caught on in Switzerland - not least thanks to the pioneering work of Bug Bounty Switzerland. With its holistic service offering (from consulting to program set-up and customer support to assistance in closing security gaps) and its own platform hosted in Switzerland, the company has succeeded in making bug bounty programs accessible to more companies. Nevertheless, today it is primarily larger organizations such as the University Hospital Zurich, Ringier, Valiant Bank, the Baloise Group or BKW that run continuous programs with ethical hacking. With the joint research project with ZHAW, Bug Bounty Switzerland is now pursuing the goal of reducing the complexity of the method even further, so that small organizations can also gain access and be empowered to continuously improve their information security. Given the often scarce financial IT resources in small organizations, the preliminary study is about finding out what alternative funding models are conceivable and what non-monetary incentives could be offered to ethical hackers. In addition, there is the question of providing the know-how needed to deal with the identified vulnerabilities. In particular, those external service providers who take care of the management of IT systems as outsourcing providers must also be involved. Finally, the researchers are also interested in the extent to which a community of bug bounty users could be useful for exchanging information among themselves and with the ethical hackers.

No digitization without IT security: "Digital Trust

IT security is relevant for everyone who relies on modern business models and processes as part of digitalization. After all, digital transformation can only succeed if users and customers have confidence in the processes and security of their data and these remain executable. In this context, one also speaks of "digital trust". However, this trust is at risk when new data leaks occur every week and security gaps can be exploited. Today, SMEs and municipalities are also increasingly falling into the clutches of cybercriminals. "If the digital transformation in Switzerland as a whole is to succeed, we must not neglect SMEs - and also the public sector - in terms of security," says Peter Heinrich of the Process Management and Information Security Center at the ZHAW School of Management and Law. It is not enough to simply point out security gaps: "We have to create a real ability to act. Organizations must be given the means and know-how to properly assess their vulnerability and make sensible decisions. We therefore want to find out where they need help to help themselves."

A Swiss ecosystem for dealing with vulnerabilities

In a follow-up project, Bug Bounty Switzerland and ZHAW want to work on the further development of Bug Bounty Switzerland's platform into a Swiss ecosystem for holistic vulnerability management. This should connect all stakeholders (in addition to ethical hackers, e.g., authorities and suppliers) in a continuous information security process and also be accessible and affordable for SMEs, micro organizations and public administration. "We live in a networked world. We have to get a grip on protecting Switzerland as a business location on the global network together," explains Sandro Nafzger, CEO of Bug Bounty Switzerland. "As a Swiss bug bounty pioneer, we want to contribute to the security of the country and the success of the digital transformation: together for a secure Switzerland." Source and further information: www.bugbounty.ch

This article originally appeared on m-q.ch - https://www.m-q.ch/de/ethical-hacking-programme-fuer-kleinunternehmen-und-gemeinden/

Violetta for BnB Switzerland: Once everything new please

Over the past two years, Violetta Digital Craft has given the "BnB Switzerland" brand a completely new face on all digital channels. The name was changed from "Bed and Breakfast Switzerland" to "BnB Switzerland", as well as a comprehensive rebranding and the creation of a new design system. At the beginning of the process, the agency worked with the client to define [...]

Editorial - March 17, 2022

Over the past two years, Violetta Digital Craft has given the "BnB Switzerland" brand a completely new face on all digital channels. The name was changed from "Bed and Breakfast Switzerland" to "BnB Switzerland", as well as a comprehensive rebranding and the creation of a new design system. At the beginning of the process, the agency worked with the client to define a comprehensive content strategy and the technological framework for the project. The goal was to get the most out of the available resources - and a little more if possible. While the international competition is present all over the world and has to allocate its resources, BnB Switzerland can fully focus on the Swiss market.

Proven values reinterpreted

Don't destroy what works: This motto also applies to BnB Switzerland. The red recognition board, which hangs in the shape of a house roof on BnB accommodations throughout Switzerland, is well-known. That's why the best elements were taken from the existing presence and given a comprehensive facelift.

Navigation and information architecture

Users are guided through the various websites via clever navigation. New offers are displayed from each page, which the customer can book directly. The structure was developed and built based on a keyword analysis and with user experience in mind. Seasonal stories, news and tips can be integrated as needed. This is to give the offers more context and depth. In addition, each "category" functions as a separate landing page. Thus, there are numerous entry points for customers to the BnB Switzerland website.

Responsible at BnB Switzerland: Dorette Provoost (Managing Director), Jennifer Provoost (Deputy Managing Director / Product Management). Responsible at Violetta Digital Craft: Elias Emmenegger, Lukas Hausammann (concept, design & overall responsibility). External partners: Hayloft IT (Application), Fourward (Google Ads).

Marius Bear becomes brand ambassador for Eventfrog

On Thursday, the startup announced the partnership with the ESC singer in a statement. The collaboration between Marius Bear and Eventfrog will give the singer access to an ideal advertising platform for his album and associated tours in Switzerland, it said. "I'm really looking forward to the collaboration and becoming a brand ambassador. Eventfrog [...]

Editorial - March 17, 2022

On Thursday, the startup announced the partnership with the ESC singer in a statement. The collaboration between Marius Bear and Eventfrog gives the singer access to an ideal advertising platform for his album and associated tours in Switzerland, it said. "I'm really looking forward to the collaboration and to becoming a brand ambassador. Eventfrog is committed to the cultural landscape and us artists. I can wholeheartedly stand behind that and champion the event revolution," Bear says of the collaboration.

Connecting values and goals

Marius Bear is not the first ambassador of Eventfrog. Guitarist Zlatko Perica, better known as Slädu, joined the startup back in 2021. According to Slädu, the reason why Marius Bear was chosen as ambassador is obvious: "For me, Marius Bear stands for the same values as Eventfrog: a visionary, innovative, fierce, and culturally engaged. The match is more fitting for me than I could have dreamed. Just like Eventfrog, he's a likeable, up-and-coming underdog with international potential." Marius Bear, whose real name is Hügli, grew up near Appenzell. It wasn't until his early 20s that he got into music, after receiving compliments on his voice during recruit school. Initially, he tried his luck as a street musician before being drawn to London to study music at the British and Irish Modern Music School. In 2019 he was awarded the Swiss Music Award, and in 2022 he will represent Switzerland at the Eurovision Song Contest.

What does "trilemma" actually mean?

As if dilemmas weren't difficult enough, to add to all the misery in the world, trilemmas are popping up everywhere. Not only in world politics, the global economy or the world climate debate, but increasingly also in more banal realms such as advertising and marketing. The "trilemma" is a newly launched, linguistically ancient expression, with which an already existing word (dilemma) [...]

Editorial - 16 March 2022

As if dilemmas weren't difficult enough, to add to all the misery in the world, trilemmas are popping up everywhere. Not only in world politics, the global economy or the world climate debate, but increasingly also in more banal realms such as advertising and marketing. The "trilemma" is a newly launched, linguistically ancient expression used to complement an already existing word (dilemma) - just like "proactive", for example. So anyone who wants to proactively address a trilemma had better be distrusted. For the use of such exaggerated neologisms always has something boastful and exclusionary about them. They are perceived as apt for a certain time and spread furiously before they sink back into meaninglessness - usually rightly so. The dilemma, on the other hand, holds its own bravely, especially in our industry. And not just since Henry Ford's attributed quota "Fifty percent in advertising is always thrown out. But you don't know which half that is." Even if this "rule" has lost much of its charm in the age of data-based marketing, it was at least reliable.

A new word at the right time

Whereas with the good old dilemma we only have to decide between two options, the situation becomes massively more complicated with the trilemma. Nevertheless, as we all know, agencies still tend to propose three routes each when presenting clients with naming, branding or campagning solutions. In doing so, they usually overburden not only themselves, but also the clients. This is because choosing from three options, each of which is unacceptable, often leads to the emergence of a fourth, which is a toxic mix of the three. Although everyone hopes this will produce a convincing result, the opposite always occurs. Even in the better case, the selection from three good proposals, where in the end only one can be chosen, it remains difficult. In the end, it is often the arbitrariness of superiors or customers that decides. Therefore: Avoid trilemmas and rather work out only one proposal. Because the "real" world is already full of true trilemmas: political, economic, ecological and psychological, there is no need to create artificial ones.

* Benno Maggi is co-founder and CEO of Partner & Partner. He has been eavesdropping on the industry for over 30 years, discovering words and terms for us that can either be used for small talk, pomposity, excitement, playing Scrabble, or just because.

Control 2022 gets ready for takeoff

As the leading trade fair for measurement technology, Control, the international trade fair for quality assurance (QA), has been an ideal forum for personal contact and business exchange for decades. "The high demand for personal trade fair participation has been unbroken for months on the part of the QA industry", confirms project manager Fabian Krüger from trade fair promoter P. E. Schall GmbH & Co. KG. "Worldwide, the [...]

Editorial - 16 March 2022

Control 2022 is in the starting blocks: the leading quality assurance trade fair will be held in Stuttgart from May 3 to 6, 2022. (Image: Control Trade Fair)

As the leading trade fair for measurement technology, Control, the international trade fair for quality assurance (QA), has been an ideal forum for personal contact and business exchange for decades. "The high demand for personal trade fair participation has been unbroken for months on the part of the QA industry", confirms project manager Fabian Krüger from trade fair promoter P. E. Schall GmbH & Co. KG. "All over the world, the industry values Control as an indispensable platform, and is especially anticipating this year's live trade fair after a forced break of two years," says Krüger. "Particularly in these weeks and months, when uncertainty again prevails due to the pandemic, many companies see Control at the beginning of May as a must-attend event," says the project manager, recalling the successful, smooth execution of the attendance trade shows last fall.

QA has never been as important as it is at present

The need for expert discussion on new developments in the QA industry is huge. Many companies are currently introducing enhanced or entirely new QA systems - driven by increasing automation and digitization, more contactless processes, remote services, small batch sizes and zero-defect manufacturing. The need for quality verification of any process, including data analysis and end-to-end traceability, now affects almost all industries from both industrial and service environments. "QA solutions have never been as significant as they are at present," the Control project manager points out. Solutions and systems in measuring and testing technology, materials testing, analysis equipment, vision technology, image processing, sensor technology, and weighing and counting technology have undergone significant further development over the past two years and will find a highly interested trade audience at Control 2022.

High proportion of foreign exhibitors at Control 2022

And the trade public seems to be just waiting to finally be able to visit a trade show live again. Months before the trade fair date, visitors had already asked for tickets, says project manager Fabian Krüger. "Exhibitors and trade visitors finally want to meet in person to discuss QS innovations, because a lot has happened in the past few months." The fact that Control is still considered the world's leading trade show for QS is reflected in the high proportion of foreign exhibitors: around 35 percent come from outside Germany, including Switzerland. Progress in automation, digitization, contactless processes, remote services and end-to-end traceability affects all industries, now including service sectors. Inspection technology users are using diverse QA solutions inline in networked processes - including contactless. This will be explored in greater depth at the special show "Contactless Metrology" organized by the Fraunhofer Vision Alliance, which will be held for the 17th time at Control 2022. In Hall 6, it will present a cross-section of innovative technologies from the field of non-contact measurement and testing technology. More information: https://www.control-messe.de/

This article originally appeared on m-q.ch - https://www.m-q.ch/de/control-2022-macht-sich-startbereit/