When Fuenfwerken began in 2009 to help the barbecue manufacturer Weber with its market development activities, Germany was still a “developing country” in terms of barbecue know-how in which burned black steaks dominated and the charmingly characteristic round barbecues were largely unknown.
A thorough marketing strategy in combination with progressive communication approaches created a strong image and this issued a clear statement concerning the look that had dominated the bbq world until then. An entire lifestyle was created, one that took a conscious attitude towards the theme of pleasure in order to increase the intensity and visible presence of the brand
The result has been an enormous increase in awareness of the Weber brand. People are much more clued on to the themes of barbecuing and pleasure now and the bbq-season is 365 days a year.
Hans-Jürgen Herr, President of Weber’s EMEA markets as well as Managing Director of the Weber-Stephen Central and Eastern-Europe Unit, together with Prof. Holger Schmidhuber, founder and chairman of the board at Fuenfwerken Design AG, will be showing in the lecture, how they managed to establish a brand and a lifestyle at the same time.
Holger Schmidhuber
Founding member and chairman / Fuenfwerken Design (Wiesbaden)
