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Turning a company visit into a theme park - like brand experience for the entire family.
Faber-Castell
Faber-Castell was founded in 1761 and is one of the world's largest and oldest manufacturers of pens, pencils, other office supplies and art supplies, as well as high-end writing instruments and luxury leather goods. Headquartered in Stein, Germany, it operates 14 factories and 20 sales units throughout the globe. The Faber-Castell Group employs a staff of approximately 7.000 and does business in more than 100 countries.
The House of Faber-Castell is the family which founded and continues to exercise leadership within the corporation. The headquarters of the company entails the century old buildings that house the offices and production facilities, as well as the fairytale castle of the family, and its park-like surroundings. Hence, a visit to Faber-Castell not only allows visitors to see behind the curtain of pencil production, but offers a real family event - similar to a theme park visit.
However, despite the presence of terrific premises and assets, it is a challenge to make a company visit a theme park - like brand experience for the whole family. To assist Faber-Castell in achieving it, we performed a holistic analysis of the status quo and potential of brand experience for visitors to the Faber-Castell headquarters [premise, production, guided tours, visitor center, castle, shop, et cetera], benchmarked it against other on-site brand experiences, and based on generated insights we developed recommendations to further increase the brand experience for visitors.
main contributors from Brand Lab:
Christian Schimmelpfennig, Project Lead
key people from Faber-Castell:
S. Bloß, Brand Experience
Faber-Castell Castle
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