In its research into retirement living, Heads looked closely at the needs and wishes of older people. Moving into a residential or nursing home is often associated with the fear of being uprooted and left to their own devices. However, in addition to health and security, what is desired is self-development, recognition and social interaction. The Tertianum Group can meet precisely these needs and wishes of older people to a high degree and offers its guests "space for joie de vivre" in two senses: a safe home to feel at ease and a space for personal development, independence and social interaction.

Insight into the future creates confidence

This self-image, which is reflected in the confidence of Tertianum's guests, led to the development of the brand image, which positions Tertianum as an attractive premium provider and underlines its efforts to offer a wide range of high-quality residential services.

Design that conveys joie de vivre

At the center of Tertianum's visual and communicative brand identity is the established logo with the distinctive "A", which symbolically functions as a protective roof. Under this roof is the central element of the brand - the human being - represented by a simple dot, which represents safety and security within the safe space of Tertianum.

The "Tertianum rays", which are derived from the "A" monogram and represent an extension of the existing logo, are a new addition to the design. The rays are intended to symbolize the confidence and joie de vivre that Tertianum makes possible. The gentle color gradient of the rays conveys the energy and dynamism of the life-affirming environment. An expanded color palette with fresh colors and a new, authentic image style are intended to have an inviting effect and increase the positive recognition value of the brand.

The new brand identity is being introduced gradually across all communication channels, starting with the company website, the employer presence and the annual report, followed by print and digital media.

Responsible at Tertianum: Frank Nehlig (Head of Communications, Marketing & Public Affairs), Tania Rodriguez (Head of Brand and Marketing Services). Responsible at Heads Corporate Branding: Ralph Hermann (overall responsibility), Simone Raubach (strategy), Sina Frank (consulting), Natascha Almeida, Samira Ciraci (project management), Marco Simonetti (design), Roman von Arx (graphics/production).

With 2300 employees and around 3000 guest researchers, the PSI is the largest research institute for natural and engineering sciences in Switzerland. It operates the Swiss particle accelerator-based large-scale research facilities, which are unique in this combination worldwide. The PSI is part of the ETH Domain and conducts research in the fields of future technologies, energy and climate, health innovation and the fundamentals of nature.

Moving brand and variable design

Now the institute has a new image. Scholtysik developed a dynamic logo for it, which is constantly forming anew from the smallest particles. The resulting shapes are inspired by the diverse research carried out at PSI, such as quantum technology, neutron scattering, protein folding and atmospheric chemistry. Spectral colors, which occur frequently in the imaging processes at PSI, are intended to illustrate the breadth and fascination of research at PSI. The new logo is registered in the Swiss trademark register both as a moving mark and in four static states.

Sub-brands for PSI Centers

The various research areas will now be managed as PSI Centers with their own sub-brands. In this way, they will become more visible in their respective research communities worldwide and contribute to attracting the best minds to Switzerland and increasing the innovative strength of the business location.

User-centered website

Scholtysik developed the new website based on the institute's goals, targeted user research and two-stage prototype testing. The new component-based UI design enables richer and more flexible content, ensures barrier-free access and improves readability and clarity.

The Swiss healthcare system repeatedly receives praise and admiration from abroad - due to its universality and high quality, among other things. Nevertheless, in the Prosperity Index 2023, for example, compiled by the Legatum Institute, Switzerland only ranks 10th worldwide in terms of the "health" pillar.

This is particularly painful at a time when health insurance premiums are only going in one direction: steeply upwards. At the beginning of 2023, Swiss health insurance premiums had risen by an average of 6.6 percent, and by an average of 8.7 percent at the beginning of 2024. The comparison service Comparis expects a further 6 percent increase in 2025. In concrete terms: if a premium was still CHF 300 at the start of 2022, it would cost just under CHF 348 two years later, i.e. around CHF 50 more per month. Additional costs per person of CHF 600 per year on average. Of course, there are downward and upward deviations, for example due to age, canton of residence, premium model or chosen health insurance provider, but the increase is noticeable for everyone. It is therefore not surprising that the issue is a major concern for society as a whole. The main reasons for rising premiums include an ageing (and sicker) society, more frequent visits to the doctor, the increased costs per visit and the associated more expensive medication (source: Blick).

Helsana loses customers, but remains Brand Health number 1

What influence does all this have on the perception of health insurance companies, which are increasingly knocking on the door with higher premium bills? The continuous brand tracking BrandIndex from the market research company YouGov provides answers. Among other things, around 200 people representative of the population are surveyed weekly about their perception of around 30 brands from the health insurance and insurance world.

To measure the health of a brand - brand health - YouGov's brand tracking system uses the Brand Health Index, which is made up of six different parameters in equal parts: General impression of a brand, quality perception, value for money, (employer) reputation, satisfaction (among current and former customers) and recommendation. These six key figures flow equally into the Health Index, which represents the average of these and therefore includes various facets of perception.

A comparison of the first quarter of 2024 with the same quarter of the previous year shows that there were only a few changes in the top 10 health insurance companies. In absolute terms, Swica lost significant ground to Brand Health and slipped from 2nd to 3rd place. CSS inherited Swica's original ranking and is now in 2nd place. ÖKK (8th place) and Groupe Mutuel (9th place) were also able to significantly increase their index values, but only Groupe Mutuel (previously 10th place), which unlike the other providers is not a pure health insurance company, was able to improve its ranking.

If we look at the "current customers" KPI (not shown), we see that Helsana has lost a significant number of customers compared to the same quarter of the previous year and is now in third place. Assura has also lost significant ground here and is now in 5th place. Helsana is always among the leaders across various dimensions of the Brand Health Index - despite a slight loss of customers. This is also shown by the buzz value: this indicates whether people have heard something positive or negative about a brand in the last two weeks and then offsets the positive against the negative. If the buzz value is positive, the positive outweighs the negative; if the buzz value is negative, the negative outweighs the positive. Here too, Helsana, Swica and CSS occupy the top three places in descending order. In terms of negative buzz, Groupe Mutuel occupies the inglorious top spot with a score of 5 percent.

KPT no longer the cheapest health insurance company, but ...

Helsana, CSS and Swica are also the three most attractive brands in terms of employer branding (reputation). Of those who know the respective brands, around 17% of respondents said that they would be proud to work for the respective health insurer (see perception profile Top 7). Basically, the two largest health insurers, Helsana and CSS, are ahead in terms of perception by their respective connoisseurs. However, in terms of value, i.e. the price-performance ratio, it is not one of the Big 2 that performs best, but KPT. The equally smaller Sanitas follows in second place. KPT is also on a par with Helsana and Swica in terms of recommendation, while CSS comes out on top. It is interesting to note that Concordia, despite currently having the lowest premiums in the country (source: NZZ), is not perceived as being better value for money. The only mediocre quality perception of Concordia by those who know it indicates that although it has the lowest prices, it may not have the best ratio of prices to benefits. Although KPT has ceded the objective price leadership to Concordia, it continues to impress its insiders (and the population as a whole) with a good price-performance ratio. This is also evidenced by the high recommendation and consideration rate. The health insurance company with the + therefore still appears to be one of the winners.

Restaurant Kle, which opened in 2020, focuses on exclusive plant-based menus using only local produce. As part of the rebranding, Zurich agency Wecatch designed a new logo to embody the restaurant's authenticity and craftsmanship. The focus was on creating an illustrative world that is playfully integrated into the visual and communicative language.

The photographs by Erna Drion are intended to visually emphasize the elegance and exclusivity of the Kle restaurant. Inspired by the Swiss forests, the color palette underlines the naturalness, freshness and relaxed atmosphere of the restaurant.

The close collaboration with the Kle team enabled the agency to understand the restaurant's philosophy and values and to harmonize the individual elements of the rebranding to create an appropriate and convincing brand identity. The rebranding included the logo, color scheme, illustrations, imagery, visual language, various printed materials as well as the menu, wine, cocktail and champagne lists.

Responsible at Restaurant Kle: Zizi Hattab, Marc Barrafon. Responsible at Wecatch Creative Agency: Delia Guerriero (Design Direction & Illustration), Patrik Ferrarelli (Design), Kevin Casado (Consulting). Photography: Erna Drion.

Founded in 1985, Cent Systems claims to be one of the leading service providers in the field of input management services. For Cent Systems, 2024 is all about new beginnings - both at the site, which has been expanded and modernized, and in terms of its strategic direction. In addition to expanding its service portfolio and investing in modern technologies, Cent Systems intends to break radically new ground in the future with the newly founded Innovation Lab.

Dachcom has developed a clear and binding communication and brand strategy in order to make the transformation from a scanning provider to a comprehensive and innovative IT service provider visible to the outside world. The central guiding principles and the new, forward-looking corporate positioning were developed in strategy workshops.

The name "Cent" was the inspiration for the key messages and customer promises. Statements such as "100% digital into the future", "100% specializes in the digitalization of sensitive data" or "100% at the cutting edge of AI integration" are intended to get to the heart of the company's core competencies.

Cent Systems also received a visual redesign. In the company logo, the characteristic "C" of the brand name also functions as a defining tectonic element. Cent Systems' appearance is intended to impress with a modern and self-confident brand world, which is used in different forms and via various channels and means of communication - including the new web platform Cent-systems.ch.

Dachcom rebuilt Cent Systems' entire online presence. The basic content is continuously expanded via the cross-media reference and blog tool "Information Hub" and supplemented with relevant topic content. In addition to the concept, Dachcom is also responsible for the technical programming as well as the operation and maintenance of the website.

On Friday, the Grand Opening was held in Lohn-Ammannsegg, where the structural expansion and completed modernization of the company headquarters was celebrated and the new brand identity was presented - heralding a new era in the history of Cent Systems.

At school, students learn marketing theories such as the 4 or 7 "P's" - Product, Price, Promotion, Place, Physical Evidence, Process, People. The new CAS "Applied Product Management" at the HWZ University of Applied Sciences in Business Administration Zurich aims to provide participants with answers to the wide range of everyday questions in product management. To this end, the course focuses on putting the theory learned from Bachelor's degree courses into practice. It also provides tips and tricks for starting out in product management.

The lecturers include product managers who talk from the inside, discuss case studies or shed light on one of the "P's". Suppliers of product managers also explain what is behind their area of expertise and what they need to know in order to work efficiently and effectively with product management.

Classes are held at Lagerstrasse in Zurich. However, because the focus is also on applicability, packaging manufacturers, major distributors or visual merchandisers and advertising technicians are visited on site.

The CAS is led by Stephan Feige, head of the specialist unit for authentic brand management and managing director of the management consultancy Htp St. Gallen, and marketing expert Elyne Hager. m&k advertisingweek.ch asked the co-director of studies five questions about continuing education.

Why is the HWZ now offering a CAS in "Applied Product Management"?

Stephan Feige: Product management is responsible for the success of a product or service throughout its entire life cycle. From the cradle to the grave - so to speak. The new CAS Applied Product Management HWZ focuses on implementation and allows graduates to join the program immediately afterwards and take on responsibility. Participants receive answers to the many questions that arise in the everyday life of a product manager.

Why another CAS? What distinguishes this degree program from other product management programs?

Elyne Hager: This CAS is extremely practice-oriented and comprehensively examines all aspects of product management. It focuses on putting the theory learned from Bachelor's degree courses into practice and provides tips and tricks for getting started in product management. It is taught exclusively by experts from the business world and uses cases from various industries and product fields.

Who should consider this degree program and why?

Fig: We offer ambitious people with a customer and market-oriented mindset and initial experience in marketing the opportunity to acquire the knowledge for their next career step with overall responsibility for a product at high speed.

What can participants expect after completing the course?

Hager: You can fully assume the function and associated responsibility of a product manager. You can lead projects in this area and bring them to a successful conclusion. You will understand the most important aspects of product management. You will also know which internal and external partners are required for success and how to manage them.

How do you see the future of product management?

Fig: A product manager will continue to be the CEO of a product or service in the future. The challenge will be to master the diverse developments in the market so that the entrusted product/service always remains attractive to users and does not become obsolete. This requires an open mind and the ability to connect with the right knowledge specialists.

Interested parties can find here more information about the new CAS and can also register for the online information event on June 25, 2024.

Switches and sockets from Feller are installed in many Swiss households. The company, which has been in business since 1909, recently launched the new "Edizio.liv" design line.

Republica presents the new Edizio generation in style with an elegant campaign. The campaign shows how the clear and timeless design adapts perfectly to any living style. A switch is one of those objects that we pay little attention to in everyday life - even though it is of central importance. One press of a button and there is light and life in the house. It is precisely this moment that the campaign showcases in advertisements, banners and online films.

The films and visuals are intended to attract a lot of attention from architects, electrical specialists and building owners and can be seen on paid and owned channels as well as in trade journals.

Market launch of Snapfix accompanied

Feller also introduces "Snapfix" has launched a new, patented mounting system for switches, sockets and smart technologies. The well thought-out and clever system is designed to make work easier for electricians and takes established processes into account.

Republica has developed for Feller Snapfix has created an appealing campaign and is accompanying the market launch with various measures. The campaign focuses on the installation professionals, for whom the new system is of great importance in their daily work. The campaign portrays an electrician and two electricians at work and shows how the new system can be installed in just a few simple steps. The market launch will be supplemented and expanded by installation videos, training documents, brochures and accompanying communication materials for wholesalers.

The liquid design concept developed by Evoq with flexible, interlocking elements forms the basis for the Dertour Group's striking new image. This is intended to reflect the strength of the travel group with its more than 130 companies and almost 10,000 employees.

The new design concept stands for a simplified, emotional and international brand experience, enables the seamless integration of all business areas and brands and strengthens the brand perception of the Dertour Group as a unifying corporate brand, the agency explains in a press release. With the new brand, the Group also wants to become more present at travel destinations and thus create a higher brand recognition value in an international context.

Der Touristik Suisse will also change to the new company name Dertour Suisse. However, all tour operator brands and Kuoni travel agencies will retain their names, independent presences, websites and catalogs in their current form.

Responsible for Dertour Group: Lars Bolle (Vice President Group Brand Management), Marion ten Haaf (Head of Corporate Communications Dertour Group). Responsible at the Evoq agency: Ralph Kaebe (consulting); Patricia Müller (design direction).

The situation in Europe is particularly worrying, said the responsible WHO department head Rüdiger Krech in Geneva on Thursday. Sales restrictions are of little use if young people can order the products online and the authorities do not put a stop to it.

According to the WHO, it is estimated that around 37 million teenagers between the ages of 13 and 15 already consume tobacco. This includes cigarettes, chewing tobacco and snuff. There are also millions more who use e-cigarettes. Although they do not contain tobacco, they do contain nicotine and are therefore addictive. Because e-cigarettes are sometimes expensive, many young people switch to tobacco products when they run out of money. In the WHO European Region, 20 percent of 13 to 15-year-olds now say they have used e-cigarettes in the past 30 days.

Among the 16,000 flavors are those such as "chewing gum" and "candy", which are clearly aimed at children. "History is repeating itself: the tobacco industry is trying to sell our children the same nicotine in different packaging," said WHO chief Tedros Adhanom Ghebreyesus.

WHO denounces advertising

According to the WHO, the fact that tobacco companies advertise their e-cigarettes as a product to help people quit tobacco is just a pretext. "How can they talk about harm reduction when they are courting children with these dangerous, highly addictive products?" said Tedros.

The WHO denounces advertising in children's colors and with cartoon characters. Influencers are also recruited to promote dangerous products to their followers as "cool" in return for payment. "The industry wants to get children hooked as young as possible so that they become lifelong consumers," said Given Kapolyo, who organizes young people in Zambia to educate their own youth groups about harmful nicotine consumption.

The WHO is urging countries to place greater restrictions on the use of tobacco and other nicotine products. This includes a ban on e-cigarettes with different flavors, advertising bans, higher taxes and 100% indoor smoking bans. (SDA)

How feelings arise

A new view of our emotions.

• Author: Lisa Feldman Barrett
• Publisher: Rowohlt Verlag, 2023
• Pages: 672
• ISBN: 9783499011054

For a long time, it was said that all emotions are recognized and understood worldwide. They are equally innate in every human being. This theory of universal emotions, which is based on serious methodological errors, has been dispelled by the renowned emotion researcher Lisa Feldman Barrett. She shows that emotions are constructed categories that are learned. Every culture therefore has its own emotions. A paradigm shift is needed to overcome stereotypes, make justice fairer and help people become more emotionally intelligent.

Feel-Good Productivity

Be productive without stress - and get more out of life.

• Author: Ali Abdaal
• Publisher: dtv, 2023
• Pages: 266
• ISBN: 9783423263887

The shelves in bookshops are full of guides that aim to help you increase your productivity and performance. All well and good, but where's the fun in that? No one can achieve top performance and withstand stress in the long term if they don't enjoy their work. That's why Ali Abdaal reconciles performance and enjoyment and provides actionable tips on where energy can be drawn from, how energy blockages can be removed and how motivation can be maintained in the long term.

New Work Dystopia

Failure in change and how to do it better.

• Author: Carsten C. Schermuly
• Publisher: Haufe Verlag, 2023
• Pages: 284
• ISBN: 9783648169636

Everyone has been talking about New Work since the coronavirus pandemic. The term is now used to describe all kinds of change initiatives that have little to do with the original idea and whose failure is increasingly driving employees to despair. The book tells the fictitious, grotesquely exaggerated story of a medium-sized company in the provinces as an example of such a failure. In the last part of the book, the author presents himself as an expert from the capital and sets the record straight. Readers who persevere until then will learn from other people's mistakes and find out how to tackle the topic of New Work properly.

The power effect

Use your strengths and change your life step by step.

• Author: Nathalie Karré
• Publisher: Kneipp Verlag, 2023
• Pages: 144
• ISBN: 9783708808383

Stereotypes still keep women trapped in certain roles and structural problems such as the gender pay gap put them at a systematic disadvantage. The rocky road that women have to travel to develop their individual potential is incredibly draining. Female power activist Nathalie Karré reveals how they don't lose heart despite this struggle. She shows how women can use their strengths in five steps. The many practical tips and numerous reflection exercises invite you to think about your own dreams and goals and to pursue them in a courageous, structured and consistent manner.

Asco Kohlensäure laid the foundations for the ZeCarb brand together with Crafft during a two-day brand sprint workshop in Romanshorn. "It quickly became clear that we shouldn't focus on rebranding Asco, but rather develop something new together in order to achieve the ambitious goals," explains strategist Michael Rütti. "We needed a new brand that would get straight to the heart of the team's mission visually and communicatively." This resulted in a brand strategy with a new name and claim in record time, a website and other marketing initiatives.

ZeCarb stands for Zero Carbon. A simple message, a clear promise. "The brand needs to make it clear that the team is 'on a mission'," explains Creative Director Scott Lloyd. "Through concise content and a focus on clear messages, slogans and infographics, we have developed a communication approach for ZeCarb that expresses accessibility, clarity and competence."

For the Messer Group, ZeCarb is a valuable addition to its product portfolio. Those responsible consider the potential in the CCUS market to be high. It was therefore important to develop the ZeCarb brand in line with the Group's image from the outset in order to make the best possible use of future synergies. The result was a sub-brand that fulfills two tasks: to stand out clearly from the competition in the CCUS market segment and at the same time to integrate seamlessly into the Messer Group's corporate identity.

Responsible at ZeCarb: Fabian Weber (Manager Marketing & Communications CCUS), Ralph Spring (Senior Manager Commercials CCUS). Responsible at Crafft: Michael Rütti (Strategic Direction), Silvan Wyser (Consulting), Scott Lloyd (Creative Direction), Serge Meierhofer, Slavik Kuvshynov (Design), Severin Glaser, Erkan Demiralay (Development).

Fair enough. The use of the little adjective is not new. And there is no urgency to write about it either. After all, it was already there the year before last, when it almost became the youth word of the year, had smash, bodenlos and Macher not ousted it from the medal ranks. But as we all know, Youth Word of the Year also means that the increasing use of a word has not escaped the attention of youth, language and other researchers. Because once chosen, it is considered a no-go, especially by young people. And in the worst case, it triggers a cramped attempt to launch a boomer word of the year, as can currently be seen on social media. But that's another story.

The fact is, fair persists in the language. It is therefore worth getting to the bottom of the reason for its survival or continued existence. The word "fair" comes from the English language and made it into the dictionary as early as 1915. So not only is it not new, it is very, very old and has been part of our vocabulary for a long time. Its meaning changes depending on the context in which it is used. In general, however, it refers to something that is just, fair or honest. Unfortunately, a rare commodity in uncertain times.

Fairtrade, fair play or simply fair enough?

The little adjective has many brothers and sisters. They all have their meaning in different interpretations. Fair stands for justice, for example: something is "fair" if it is just and balanced, without prejudice or disadvantage. Or appropriateness: Something is fair if it is appropriate or meets expectations, especially in terms of price, quality or behavior. Or honesty: Fair can also mean being honest and sincere, both in actions and words. Or equality: everyone involved has the same opportunities or conditions, without disadvantage or favoritism. And last but not least, accuracy: Sometimes fair also refers to something being correct or accurate, without distortions or inaccuracies.

All in all, simply following the rules of coexistence and behaving fairly towards others. This is important in trade, for example, where in 1973 a group of women in Frauenfeld asked themselves: "Why does a kilo of bananas cost less than a kilo of Swiss apples?" and began to denounce the exploitation of female workers on the plantations of Latin America. The women's group soon became a nationwide movement and, with Gebana, a trading company committed to fair trade, long before the Max Havelaar Foundation was founded in 1992 and major distributors started boasting about it.

This has also been popular in sport for some time, with Fifa (!) introducing fair play trophies back in 1987. Today, such trophies are awarded for all kinds of behavior in all kinds of sports. So much so that winning is suddenly no longer fair and every child taking part in ski races at ski schools now receives a medal.

However, this is currently less common in everyday professional and business life. Unfortunately, employees, suppliers or business partners are hardly treated according to the rules of fairness any more, but instead only pursue their own interests. Deadlines are not met, queries are not answered or employment and agency contracts are declared null and void for no reason.

It is therefore all the more astonishing that its use in everyday language is constantly increasing. You often hear "fair" as an answer or comment - and afterwards you are no wiser than before. Has the other person now understood what was meant by the statement, agrees with it or even likes it? We often don't know. Except that the second word has probably been lost over the years. Enough. Fair enough.

* 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.