A six-hour party for fans of the 90s and 2000s with eleven live gigs and plenty of opportunities for sponsorship: On the concert tour GO90-2000which also stops off in Zurich, retro fans get their money's worth. ProSiebenSat.1 subsidiary Seven.One Starwatch has confirmed the partnership for three years and is bringing the necessary media power on board to take the event series to a new level. Sponsors can buy into the retro project regionally or directly for one to three years.

Emotional platform for brands

"Rhythm is a dancer" by Snap!, "Be my Lover" by La Bouche or "Coco Jamboo" by Mr. President - "the hits of the 90s and 2000s have the magical power to catapult listeners straight back to their youth," say the people behind Groopy, who launched the project. "And brands can benefit from this emotionality." Goopy 2024 will bring more than two dozen of these catchy tunes to the stage in eleven cities, hosted by Erkan & Stefan.

Seven.One Starwatch will be supporting the event agency Groopy with the concert tour for the next three years. The broadcaster Sat.1 will present the event as a media partner. Brands accompanying the event will thus be given an emotional platform. A multi-channel campaign will accompany the concert series. Sponsors have a wide range of opportunities to get involved.

Collaborative robots (cobots) are considered a key technology in the industry. The robots, most of which are equipped with AI and sensor technology, work together with humans on the production floor and enable flexible and intelligent automation concepts. In times of batch size 1, fragile supply chains and ever-changing regulations, this is an enormous competitive advantage. The Fraunhofer IEM will be presenting what it describes as a particularly flexible cobot solution at Hannover Messe 2024, which takes place from April 22 to 26. Together with Diebold Nixdorf and Verlinked, the Fraunhofer researchers have developed an inspection robot in the it's OWL project CogeP (Cobot-supported inspection stations for intelligent technical systems): Employees use the robot to check the quality of ATM control panels quickly and without errors - and effortlessly convert it to ever new testing tasks.

AI-supported quality inspection

To check the control panels, the sensor-supported robot arm guides a camera over the components, workpieces or products to be analyzed from several angles. The AI-supported image evaluation analyzes the quality, then the robot guides the camera over the next product. If the analysis software detects defects - such as an incompletely tightened screw or an unstable plug connection - the system notifies the responsible employees, who can correct the error quickly and in a targeted manner. In addition to productivity in production, employees also benefit from the Cobot solution. Dr. Eugen Djakow, Group Manager for Automation and Production Technology at Fraunhofer IEM, says: "Manual visual inspection in production is a monotonous, strenuous and error-prone task for employees. The inspection robot completes such tasks quickly and reliably. This also makes the work of people in production more interesting and less monotonous."

IoT platform enables a wide range of test scenarios

The highlight of the solution is the combination of the inspection robot with an IoT platform. It acts as a real-time data center, assigns the inspection tasks, stores their results and collects the data across robots and orders. This allows the inspection processes to be further optimized. The collected data can also be used to adapt the inspection for a new product version without any programming effort. The inspection only needs to be slightly updated for new variants of a product. "Cobot-supported test stations can collect all test and operating data in the central IoT platform and retrieve it in real time. This allows companies to reconfigure their test routines to new requirements without expensive conversions or investments. The system thus serves as a universally applicable tool for any test scenario," adds Djakow.

Advantages for SMEs: Flexible integration of cobot workstations into production

The cobot solution presented is intended to be suitable not only for testing processes, but also for assembly, order picking and general factory support. This solution should also make it possible for SMEs to integrate cobot workstations into existing production processes cost-effectively and with little effort. This means that they too can change their production at short notice or adapt it to small quantities or even the production of individual items.

Source and further information: Fraunhofer Institute for Mechatronic Design IEM

This article originally appeared on m-q.ch - https://www.m-q.ch/de/fraunhofer-praesentiert-flexible-pruefstation-mit-cobot/

"We didn't expect such a strong recovery," said Thomas Wüthrich, Director of Zurich Tourism, to the media on Thursday. "We are surprised ourselves."

Most tourists staying overnight in the region currently come from Switzerland. Instead of London or Paris, many Swiss travel to the Limmat for a city break. Swiss guests are followed by those from North America, Germany, the UK and Southeast Asia. Zurich is then often the starting point for trips to other regions.

Brit:innen come to ride the train

Americans in particular have a lot of catching up to do, Wüthrich continued. The British, on the other hand, are remarkably happy to travel by train. The Advertising campaign with Roger Federer and Trevor Noahwhich promoted the "Grand Train Tour of Switzerland" in 2023, a combination of all the well-known panoramic routes. This journey also passes through Zurich, where rail travelers often stay overnight.

Those who stay away, however, are the Chinese guests: since the coronavirus pandemic, there have hardly been any groups taking photos in Zurich city center.

Hardly any more Chinese group tours

There are initial signs that the Chinese are coming back to Zurich, but as individual tourists rather than in groups. Zurich Tourism is advertising in the Chinese market, but according to Wüthrich, "with the handbrake on."

Those who also do not return are classic business travelers who stay one or two nights in the Zurich region. This segment has definitely been lost due to the online meetings that have become commonplace. "The only business trips left are for congresses, when you can meet a lot of people in a short space of time."

Figures likely to stagnate

As far as the current year is concerned, Zurich Tourism expects overnight stays to stagnate. "Last year's development is unlikely to be repeated in 2024," said Wüthrich.

Even though Switzerland is still primarily known abroad for its mountains, overnight stays in cities now account for a third of all overnight stays. Zurich accounts for the most overnight stays, followed by Geneva, Basel and Lucerne. (SDA)

The fifth edition of the Swiss Cyber Security Days (SCSD), the dialog and know-how platform on the topic of cyber security, was successfully held on Tuesday, 20 and Wednesday, 21 February. The most important decision-makers and experts in the field of cyber security at national and international level met at the Bernexpo site. The event was attended by over 2,200 people. In his opening speech, Program Director Nicolas Mayencourt drew attention to the fact that cybercrime has literally exploded in recent years. In 2022, the damage was many times higher than the damage caused by natural disasters. For this reason, this platform on the topic of cyber is needed more urgently than ever: "There is a global lack of understanding of the impact cyberspace has on our society. We therefore see it as our task to act as a bridge builder and help the topic gain more attention."

More than 2.5 million vulnerabilities in Switzerland

Among other things, the annual edition of the State of Swiss Cyberspace was presented at SCSD 2024. This is a scientific scan of Swiss cyberspace, which includes all ICT infrastructures connected to the public internet. Over 2.5 million potential vulnerabilities were identified.

Robert Bohls, Cyber Operations Chief of the FBI, and Admiral Dr. Thomas Daum, Inspector of Cyber and Information Space of the German Armed Forces, were among the highlights of the rich program of presentations. Both emphasized that cyber security is not just a national issue, but that international cooperation is needed to master the challenges ahead. Natalie Silvanovich, Team Leader of Google Project Zero North America - an elite group of hackers - showed how they search for and eliminate existing vulnerabilities. Christian-Marc Lifländer, Head of Cyber Defense and Policy at NATO, provided fascinating insights into warfare in cyberspace. On the second day of the event, former NASA Science Director Thomas Zurbuchen also spoke about cyber security in space. He stated without question that NASA and its suppliers have been and still are targets of cyber attacks. He regrets that there is still a kind of "culture gap" between tech specialists and cyber experts: for the former, cyber specialists still have the reputation of "compliance police" and bureaucrats, while the latter refer to techies as "cowboys/girls and risk junkies". This gap needs to be overcome by adopting an innovation-driven approach.

A strong signal against disinformation

Disinformation is the most immediate risk to global stability. This was emphasized by Alois Zwinggi, Managing Director of the World Economic Forum (WEF), during his speech. He also presented the WEF's Global Risk Report 2024. Prof. Dr. Touradj Ebrahimi, Professor at the Swiss Federal Institute of Technology Lausanne EPFL, gave reason for hope. He presented the international "JPEG Trust" standard, which will be published in summer 2024 and rolled out worldwide. This will help to ensure the trustworthiness and authenticity of visual media content. Mauro Vignati from the ICRC showed just how far disinformation and cognitive warfare can go: according to a NATO definition, "cognitive warfare" is the most advanced form of mental manipulation of people that makes it possible to influence individual or collective behavior with the aim of gaining a tactical or strategic advantage. There is no question that cyberspace also serves as a means to an end here. Counter-strategies are difficult, as we must soberly note.

And SMEs? How threatened are they really? Christophe Gerber, member of digitalswitzerland.ch's cybersecurity commission, presented a figure that must give pause for thought: Only 14 percent of all SMEs consider themselves to be well equipped against cyber risks. The situation would be different for everyone else. The speaker warned that the risks should not be underestimated. "While large companies are investing massively in cyber security, they are becoming less attractive to hackers. Cyber criminals are now finding SMEs all the easier targets," said Gerber. And municipalities are also at risk, as they are basically no different to SMEs in terms of organizational size. "Many municipalities don't even know who to contact in the event of a cyber emergency." The recommendations are clear: SMEs and municipalities must obtain the relevant expertise, clarify responsibilities (e.g. create the position of a CISO) and, if necessary, purchase appropriate services. It is also important to ensure that protection mechanisms are in place 24/7 and to be prepared for emergencies. "Because it will happen, the only question is when," says Christophe Gerber. And after an emergency, you not only have to clean up and learn the lessons, but also remain operational at the same time.

Positive feedback from visitors too

The visitors were also enthusiastic. Emiel Brok, SUSE Ambassador Switzerland, said of SCSD 2024: "It was absolutely worth the trip to Switzerland. We were able to meet various exponents from interested companies and of course welcome the fact that open source topics are becoming increasingly relevant in the area of cyber security." Ingo Spranz, Regional Director CrowdStrike, echoed this sentiment: "This was our first time as a sponsor and we were able to make valuable connections, meet customers and listen to exciting presentations. We are already looking forward to the next edition."

The program director of the Swiss Cyber Security Days, Nicolas Mayencourt, was enthusiastic about this year's event. "It is our declared goal to make Bern the cyber capital. I am very satisfied, it was a great two days and we learned a lot," said Mayencourt. The host and CEO of Bernexpo Groupe Tom Winter was also delighted: "Our expectations of the Swiss Cyber Security Days were met overall. We are now looking forward to the next Swiss Cyber Security Days on February 18 and 19, 2025 here on the Bernexpo site".

Source and further information

This article originally appeared on m-q.ch - https://www.m-q.ch/de/rueckblick-scsd-2024-cyber-ist-eine-verbundsaufgabe/

Influencers are an integral part of many brand campaigns to reach and engage consumers on social media. In the course of its DACH pitch for influencer agencies to support the L'Oréal Group's campaign coordination in Germany, Austria and Switzerland, Kingfluencers successfully won the tender for Switzerland.

The Zurich-based agency has been working with L'Oréal since 2020. Starting this year, Kingfluencers will support the influencer strategies and annual content calendars for the L'Oréal Group brands in Switzerland. Kingfluencers' tasks also include monitoring, reporting and other aspects.

Milestone for Kingfluencers

According to Kingfluencers, winning the pitch for Switzerland and the continued collaboration with the L'Oréal Group is an important and significant milestone in the history of the Swiss agency. The L'Oréal Group has 37 global brands worldwide in the hair, skincare, make-up and perfume sectors. Social media campaigns with Swiss tennis player Belinda Bencic and singer Chiara Castelli have already been produced for L'Oréal in Switzerland with Kingfluencers.

The Real Book of Work

How organizations really work and how we lead them into the future.

• Author: Christina Grubendorfer and Christina Ackermann
• Publisher: Vahlen Verlag, 2023
• Pages: 368
• ISBN: 9783800671540

Companies are complex systems - but the dominant management trends are characterized above all by simplicity and clarity. This does not fit together and leads to expensive transformation projects dying a silent death sooner or later. In their book, Christina Grubendorfer and Christina Ackermann dispel popular myths and promote a management approach based on systems theory. There are no simple recipes to offer - but there are: Nor can there be any. Provocative and convincing: an exceptional leadership book.

Ideas at the touch of a button

How we can unleash our full potential with the help of artificial intelligence.

• Author: Reid Hoffman
• Publisher: Plassen Verlag, 2023
• Pages: 240
• ISBN: 9783864709425

Reid Hoffman is not a neutral observer but, as an investor in OpenAI, an enthusiastic ChatGPT fan - albeit a thoroughly reflective one. He assesses application scenarios as well as critical objections and ventures an outlook on future developments. In his book, Hoffman demonstrates the best way to handle AI himself: He lets the chatbot write large parts of it, but looks very closely at its virtual fingers. Two things become clear when reading the book: you have to understand AI in order to use it appropriately. And ignoring it is not an option.

Writing what is.

Better texts for business.

• Author: Anna Gelbert
• Publisher: Vahlen Verlag, 2023
• Pages: 168
• ISBN: 9783800669738

Anna Gelbert wants a fresh start for the German language. She is calling for clear, understandable German instead of the usual business bullshit or official German that has fallen out of fashion. She is neither the first nor the only one to do so. In contrast to the corporate language model and its offshoots, which adjust an organization's use of language on a meta-level according to objectifiable criteria, the author relies on her subjective perception of language. Anyone who wants to be inspired by this will find various ideas in this book for rethinking communication in their own company.

12 laws of stupidity

Errors in thinking that prevent sensible decisions in politics and for all of us.

• Author: Henning Beck
• Publisher: Ullstein Verlag, 2023
• Pages: 257
• ISBN: 9783430211024

In the age of the internet, people are more enlightened and educated than ever before. So why do conspiracy theories and fake news have such an easy time of it? And what is preventing us from actively tackling problems such as the climate crisis? Henning Beck identifies the most important thinking errors that block us and prevent us from taking smart action. He not only offers neuroscientific explanations for our errors, but also shows how we can avoid them. A thoroughly researched and wittily written eye-opener.

According to the press release on the study published on Thursday, Migros has made gains among young people in French-speaking Switzerland in particular. However, the survey was conducted before the Migros management decided to restructure the group. Among other things, Migros is planning to sell its subsidiaries Hotelplan and SportX and will cut around 1,500 jobs.

Retail, consumer goods and global brands dominate

The "Brand Indicator Switzerland" (BIS), compiled under the direction of Zurich-based advertiser Frank Bodin and together with Deeptrue, Furrerhugi and Converto, remains dominated by brands from the retail and consumer goods sector as well as digital global brands. The Migros label "From the region, for the region", which was recorded for the first time, immediately took sixth place. Le Gruyère and Lindt ranked 8th and 9th respectively.

Meanwhile, the Group brand Coop slipped to seventh place, but Coop remains well represented in the top ten with Coop.ch and Coop Supercard (10). The upward trend of Coop.ch is spectacular, according to the press release. In 2022, the brand was ranked 118th as Coop@home, 18th in 2023 and now 4th. In contrast, Migros.ch is only ranked 100th.

The promoted and relegated teams

The biggest climbers in the top 100 brands include:

• Lindt (from rank 17 to 9)
• PayPal (from rank 122 to 16)
• Swiss meat (from 53rd to 31st place)
• Swiss Milk (from rank 80 to 37)
• Kägi (from rank 60 to 39)
• Swiss (from rank 65 to 40)
• Digitec.ch (from rank 81 to 54)
• Samsung Galaxy (from rank 103 to 55)
• Raiffeisen (from rank 114 to 61)
• Nike (from rank 108 to 73)
• Canon (from rank 116 to 93)
• Maggi (from rank 133 to 97)

The list of the biggest movers and shakers among 16 to 29-year-olds is as follows:

The BSI study is based on an online survey of 2631 people aged 16 to 65, which is representative in terms of language region, age and gender. The survey was conducted from November 21 to 30, 2023. (SDA/swi)

DIN A4, at least the older ones still know it, is a format. The whole series up and down from 0 (world format) to 10 (smallest format) is part of it. DIN stands for Deutsche Industrienorm (German Industrial Standard) and in the western world - excluding the Anglo-Saxon world - is a term with a leading character. For a long time, German industry also had a leading character. The fact that our northern neighbor is having a hard time right now has probably not escaped anyone's notice - and if there is gloating about this in Switzerland, it is not only ignorant, but also out of character. After all, the Swiss economy is largely dependent on the German economy. So if Europe's locomotive stutters, Switzerland's first-class car will no longer move forward either - regardless of whether we are in the EU or not.

However, those who suddenly use the word for everything that actually has other names also have no format. Perhaps they are simply not hip enough for the cool and creative people. "Hybrid work is the right format for me", "Stories are good formats for your social campaign", "Yoga is a good format", "Crèche", "Fondue evening", "Dry January", "Soup days" et cetera are all suddenly formats. Why is that?

From education to everyday life

The first people to start talking about formats when they meant forms were people in the education industry. And that industry is huge in Switzerland. The number of students at Swiss universities has been increasing for years. In the winter and fall semester of 2022/2023, a total of around 274,900 students were enrolled at public universities in Switzerland, of which around 167,700 were at universities, around 83,700 at universities of applied sciences and just under 23,400 at universities of teacher education. However, the market is currently oversaturated, and our sector is feeling the effects. Advertising for training and further education is now taking on dimensions in the high season that we only know from health insurance companies in the fall. Every conceivable poster space is being booked to advertise the training courses offered by schools.

The education industry has borrowed the term from the world of television. The term has long been used there for the various broadcast formats. During Covid, television was booming, while the education industry was facing tough organizational challenges. From one day to the next, plans had to be made to move away from face-to-face teaching and towards hybrid or remote teaching. Teachers and students alike felt increasingly lost in the jungle of terms such as face-to-face and distance learning, on-site teaching, traditional teaching, online teaching, digital teaching and remote teaching. So the whole range of teaching formats began to be called formats. That at least gave a bit of stability.

And support is needed when times are uncertain. Free churches can tell you a thing or two about that. But instead of praying to God straight away, we started to call all sorts of things a format in order to get a bit of a foothold in this world full of options.

* 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.

As an independent funding foundation, the Age Foundation addresses socially relevant issues related to the challenges of ageing and is committed to finding sustainable solutions. To this end, the foundation has been developing basic principles, promoting projects, initiating partnerships and raising public awareness since 2002.

Evolutionary into the future

In 2024, the Age Foundation is realigning its strategy: Ageing with a stronger focus on vulnerable life situations and fragile phases as well as a new emphasis on palliative care. At the same time, the Age Foundation's image is also being reviewed and the design updated. The future appearance is to be given more stringency, the corporate design systematized and manifested in the new website and company portrait.

Restructured and documented

The basis is right, but there is more potential in the details of the design. The logo will be reduced, the core elements of the design will be readjusted and the overall appearance will be tidier. The website is revised and made more user-friendly. The new design system is clearly defined and documented in the manual.

The hyphen becomes the link

The hyphen now has a more prominent role and is also increasingly reflected in the content of the website. Finally, the Age Foundation has a unifying effect in its core activities. This makes the hyphen the defining element for all communicative applications.

New appearance with presence

The realignment should be clearly visible and tangible to the outside world. The entire team, including the Board of Trustees, will be portrayed by Zurich photographer Dan Cermak. All office documents, the social media presence, newsletters and presentations will be refreshed. The future strategy is presented to the media, experts, partners and friends at the "Age-Connect 2024" networking event. The relaunch of the revised website will take place at the same time. The Age Panorama, which presents the activities of the Age Foundation, also celebrates its premiere here. Further applications will follow in the course of the year.

Reach your goal more effectively through collaboration

The new website was created in close collaboration with Managing Director Fleur Jaccard and her team. Advocacy provided support with the content of the website and the Age Panorama. TBS was responsible for the design concept, all implementations and the coordination of the web programming.

Over 20,000 women and girls in Switzerland are affected or threatened by female genital mutilation and cutting (FGM/C). The canton of Zurich now also has a specialized contact point for those affected and their relatives, as well as for specialists from various fields.

The contact point was launched on the International Day against Female Genital Mutilation on February 6, 2024 with an information event in Zurich. Speakers included government councillor Natalie Rickli and Sara Aduse, ambassador against female genital mutilation.

Dachcom developed the new FGMhelp brand and the associated brand identity for the launch of the contact point. The new logo makes the core task of the contact point quickly tangible, while the abstract imagery with its wave-shaped elements also expresses the complexity of the complex topic of FGM/C on a visual level.

The website is divided into two color schemes - blue-green for professionals, reddish for patients and relatives - which is intended to reflect the different tonality and information transfer and will also be used on the planned web platform. In a first phase, FGMhelp is available on the landing page Fgmhelp.ch which contains the most important information and contact details.

For the launch, Dachcom also implemented initial communication measures such as roll-ups and social media content, which will be continuously supplemented with further elements in the coming months.

Responsible agency: Dachcom, Rheineck / St. Gallen team.

Werbewoche.ch: The winners of the SBO Brand and Top Movers have been chosen. This is the second year that Link has presented these awards. What criteria do you use to present the awards and how are they determined by Link?

Matthias Biedermann: The awards are based on the Swiss Brand Observer (SBO for short), Link's continuous brand tracking, which has been in existence since September 2021 and currently monitors 225 brands on an ongoing basis. The representative population perception of all brands is collected every week via 250 interviews. This results in a total of 13,000 interviews per brand each year. The SBO is divided into different segments or sectors, such as financial services or FMCG. The two awards, Top Brand and Top Mover Award, have a slightly different focus: the Top Brand Award (TBA) recognizes the best brands in a sector for selected relevant KPIs, such as brand trust or environmental sustainability. The Top Mover Award (TMA), on the other hand, honors those brands that have developed positively at a statistically significant level in one of these categories between the beginning and end of 2023. These are the movers of the year.

In principle, the rising stars of the year are not also the winners of the Top Brand Award in the same category. After all, if you are already at a very high level in a category, it is much more difficult to improve even further - but of course possible. We can see this with this year's Top Mover IKEA, for example.

Why does Link present these awards and what do the companies gain from them?

Laura Colledani: The SBO was created because there was a customer need for continuous but affordable brand tracking. The SBO is regularly used by many companies whose brands are represented in it to monitor brand performance on an ongoing basis. However, we also want to let the public and non-licensees of the SBO know when a brand is performing very well or has performed well in an area. Brand management, especially nowadays, is a difficult matter that requires a continuous and long-term strategy in order to stand out from the mass of existing brands. If you manage to do this, it is important to celebrate this success both internally and externally and to show that you have performed best in the area of quality perception or environmental sustainability, for example. Depending on the core brand values that make up a brand, this is a confirmation of successful brand management that can and will be communicated to the public.

The Link awards are an official confirmation issued by us that a brand is a top performer (TBA) or top climber (TMA) in an area. However, more than several tens of thousands of Swiss residents in all language regions voted throughout the year - in our view, this is a great honor for the brands.

Have the top positions from last year been retained or have new, surprising additions been made?

Matthias Biedermann: Due to last year's demand, we have slightly expanded the categories in the Top Brand Award compared to 2022. We therefore do not yet have a comparison in some categories. In the categories that already existed in the previous year, all but one of last year's winners were able to hold their own. The new winner is IKEA, which has replaced Migros as the winner in the Innovation category for bricks-and-mortar retail. Interestingly, the Top Mover Award is the exact opposite of the Top Brand Award: with one exception, we have only new winners here. Salt is the only brand that stood out particularly positively and developed well in the previous year. It was also able to confirm this trend in the current year and has developed significantly positively in terms of (re-)consideration as a brand.

How do the companies that you have surveyed in the various categories throughout the year in your panel get their well-deserved awards?

Laura Colledani: All winners have already been notified by us in writing. If they are interested, the winners can obtain a digital seal for the winning categories for a small fee and also order the corresponding physical award if they wish. In these cases, we will present the seals to the winners.

What is the response from companies?

Laura Colledani: As we have only just notified the winners, the current response is of course still somewhat modest. However, we had good experiences last year and received a lot of positive feedback. That is why we are continuing to present the Swiss Brand Observer Top Brand and Top Mover Awards.

The Swiss Brand Observer, the largest continuous brand tracking system in Switzerland, once again examined and evaluated 200 brands from seven sectors last year. The top performers in eight categories, including "innovation", "environmental sustainability" and "corporate social responsibility", will be honored by Link with the Swiss Brand Observer Top Brand Award 2023. The first-placed brands in the respective sectors as well as the brand that has performed best across all sectors will be honored. The eight categories examined cover a wide range of parameters, from quality and price to contribution to society. What all categories have in common is that they can be directly or indirectly of decisive importance for the success and impact of a brand.

In addition to the Top Brand Award, Link is once again presenting the Swiss Brand Observer Top Mover Award this year. This award recognizes brands in seven categories that have developed particularly positively over the past year. Specifically, all brands that have stood out in one or more categories with a statistically significant development between the beginning and end of the year are honored.

Weekly 26 KPIs of relevant brands from Switzerland

The Swiss Brand Observer has been tracking 26 KPIs of relevant brands from Switzerland every week since September 2021. Since last June, a total of 225 brands have been evaluated from the perspective of around 250 people selected as representative of the Swiss population. Both short-term changes in a brand's KPIs, such as TV advertising perception, and long-term trends, such as brand trust, can be observed.

The winners at a glance

Top Brand Award: Consideration category

- Financial service provider: Twint
- Health insurance & insurances: Mobiliar
- Telecommunications & Entertainment: Swisscom
- Online retail: Galaxus
- Over-the-counter retail: Migros
- FMCG Brands: Doubts
- Provider & service provider: SBB
- OVERALL WINNER: Migros

Top Brand Award: Quality perception category

- Financial service providers: Cantonal banks
- Health insurance & insurances: Mobiliar
- Telecommunications & Entertainment: Swisscom
- Online retail: Galaxus
- Over-the-counter retail: Möbel Pfister
- FMCG Brands: Lindt
- Provider & service provider: SBB
- OVERALL WINNER: Lindt

Top Brand Award: Value for money category

- Financial service provider: Twint
- Health insurance & insurances: Mobiliar
- Telecommunications & Entertainment: M-Budget Mobile
- Online retail: Galaxus
- Over-the-counter retail: Migros
- FMCG Brands: Frey
- Provider & service provider: SBB
- OVERALL WINNER: Migros

Top Brand Award: Ecological Sustainability category

- Financial service provider: Twint
- Health insurance & insurances: Mobiliar
- Telecommunications & Entertainment: Swisscom
- Online retail: Coop online
- Over-the-counter retail: Migros
- FMCG Brands: Ricola
- Provider & service provider: SBB
- OVERALL WINNER: SBB

Top Brand Award: Corporate Social Responsibility category

- Financial service provider: Raiffeisen
- Health insurance & insurances: Mobiliar
- Telecommunications & Entertainment: Swisscom
- Online retail: Migros online
- Over-the-counter retail: Migros
- FMCG Brands: Rivella
- Provider & service provider: SBB
- OVERALL WINNER: Migros

Top Brand Award: Innovativeness category

- Financial service provider: Twint
- Health insurance & insurances: Mobiliar
- Telecommunications & Entertainment: Netflix
- Online retail: Galaxus
- Over-the-counter retail: Ikea
- FMCG Brands: Doubts
- Provider & service provider: SBB
- OVERALL WINNER: Twint

Top Brand Award: Brand trust category

- Financial service providers: Cantonal banks
- Health insurance & insurances: Mobiliar
- Telecommunications & Entertainment: Swisscom
- Online retail: Galaxus
- Over-the-counter retail: Migros
- FMCG Brands: Ricola
- Provider & service provider: SBB
- OVERALL WINNER: Migros

Top Brand Award: Buzz positive category

- Financial service provider: Twint
- Health insurance & insurances: Mobiliar
- Telecommunications & Entertainment: Netflix
- Online retail: Galaxus
- Over-the-counter retail: Migros
- FMCG Brands: Doubts
- Provider & service provider: SBB
- OVERALL WINNER: Twint

Top Mover Award

- Consideration: Neon, Revolut, yuh, Assura, Vaudoise, Disney+, Coop Mobile, Salt, Amavita, Mobilezone, Uber Eats

- Brand trust: Ikea

For the Top Mover Award, the Swiss Brand Observer only recorded winning brands in the Consideration and Brand Trust categories this year. In all other categories, there were insufficient positive changes that were statistically significant. While consideration is part of the sales funnel, trust in a brand generally reflects the most important image facet. The fact that only one brand and only one of six image categories (including all other six categories apart from Consideration and Buzz positive) was able to significantly increase a value in the past year shows how difficult it is for a brand to improve its image in a statistically significant way within a year. There was no top mover award for buzz positive, as it is a parameter that is often subject to short-term fluctuations.

It is therefore not surprising that eleven out of twelve winning brands in the Top Mover Awards were recognized for their changes in consideration. The only winner outside of Consideration is furniture giant Ikea in the Brand Trust category.
Both the Swiss Brand Observer Top Brand and the Top Mover Award are being presented for the second time this year.