{"id":8080,"date":"2015-06-29T16:46:18","date_gmt":"2015-06-29T14:46:18","guid":{"rendered":"http:\/\/www.bigbangandwhisper.com\/?p=8080"},"modified":"2023-10-13T11:08:15","modified_gmt":"2023-10-13T09:08:15","slug":"kein-logo-trend-in-deutschland","status":"publish","type":"post","link":"https:\/\/bigbangandwhisper.com\/de\/kein-logo-trend-in-deutschland\/","title":{"rendered":"Kein Logo Trend in Deutschland"},"content":{"rendered":"[vc_row type=“in_container“ full_screen_row_position=“middle“ column_margin=“default“ column_direction=“default“ column_direction_tablet=“default“ column_direction_phone=“default“ scene_position=“center“ text_color=“dark“ text_align=“left“ row_border_radius=“none“ row_border_radius_applies=“bg“ overflow=“visible“ overlay_strength=“0.3″ gradient_direction=“left_to_right“ shape_divider_position=“bottom“ bg_image_animation=“none“][vc_column column_padding=“no-extra-padding“ column_padding_tablet=“inherit“ column_padding_phone=“inherit“ column_padding_position=“all“ column_element_direction_desktop=“default“ column_element_spacing=“default“ desktop_text_alignment=“default“ tablet_text_alignment=“default“ phone_text_alignment=“default“ background_color_opacity=“1″ background_hover_color_opacity=“1″ column_backdrop_filter=“none“ column_shadow=“none“ column_border_radius=“none“ column_link_target=“_self“ column_position=“default“ gradient_direction=“left_to_right“ overlay_strength=“0.3″ width=“1\/1″ tablet_width_inherit=“default“ animation_type=“default“ bg_image_animation=“none“ border_type=“simple“ column_border_width=“none“ column_border_style=“solid“ bg_opacity=“1″ el_styling=““ rounded_corners=““][vc_column_text]In einem Interview, das am Samstag bei Deutschlandradio Kultur in der Sendung Echtzeit erschien, sprach ich mit Louise Brown \u00fcber den\u00a0Kein Logo Trend<\/em><\/strong> in Deutschland\u00a0und beantwortete Fragen, wie sich die Bedeutung von Logos aus Sicht der\u00a0Konsumenten vor allem in der Modebranche \u00e4ndert.\u00a0Deutsche Verbraucher kann man wohl in zwei sehr unterschiedliche Gruppen einteilen: Die preisbewussten K\u00e4ufer, die sich auf billige Mode („fast fashion“) konzentrieren und die qualit\u00e4tsbewussten K\u00e4ufer („slow fashion“) die zunehmend fair und umweltfreundlich produzierte Mode kaufen. Doch auch bei FMCG ist dieser Trend erkennbar, vor allem bei Produkten, die schnell mit fair trade assoziiert werden k\u00f6nnen, wie Kaffee.\u00a0Es geht nicht mehr um einen Markennamen sondern viel mehr um die Qualit\u00e4t die dahinter steht und die Transparenz des Unternehmens.\u00a0In unserer digital vernetzten Welt f\u00e4llt es Konsumenten einfach, innerhalb weniger Minuten die Wahrheit hinter jedem Produkt und jeder Firma herauszufinden.<\/p>\n

3 Gr\u00fcnde\u00a0f\u00fcr den\u00a0Kein Logo Trend<\/h2>\n

Meine Argumente warum Logos dieser Tage an Bedeutung verlieren sind diese:<\/p>\n

    \n
  1. Kein Statussymbol
    \n<\/strong>Luxuslabels sind g\u00fcnstiger als je zuvor. Wer wirklich eine Designertasche haben m\u00f6chte, kann sie sich zusammensparen. Das macht es f\u00fcr jene schwierig, die \u00fcber viele Jahre Luxusmarken – und die Logos als Erkennungszeichen – als Statussymbole eingesetzt haben.<\/li>\n
  2. Copy-cats & F\u00e4lschungen<\/strong>
    \nGef\u00e4lschte Produkte haben in den vergangenen Jahren dazu beigetragen, dass das Logo als solches nicht mehr als Qualit\u00e4tsmerkmal f\u00fcr eine Kaufentscheidung gen\u00fcgt. Kunden haben erkannt, dass ihre LV Tasche aus der T\u00fcrkei nicht „das Wahre“ waren als sich die Naht aufl\u00f6ste und die Goldfarbe abbl\u00e4tterte.<\/li>\n
  3. „Slow“ Trend<\/strong>
    \n„Weniger ist mehr“ ist ein starker Trend. Protzerei mit Logos ist out. \u00dcberall sehen wir den Slow-Trend.\u00a0Slow-Food, Slow-Fashion, Slow-Travel und mehr<\/a>\u00a0haben gro\u00dfen Einfluss auf die Kaufentscheidungen heutiger Konsumenten.<\/li>\n<\/ol>\n

    Hier<\/a> finden Sie einen Artikel \u00fcber Luxus und k\u00f6nnen eine mp3 Version des Radiobeitrags<\/a>\u00a0h\u00f6ren.<\/strong><\/h3>\n[\/vc_column_text][vc_row_inner column_margin=“default“ column_direction=“default“ column_direction_tablet=“default“ column_direction_phone=“default“ text_align=“left“ row_position=“default“ row_position_tablet=“inherit“ row_position_phone=“inherit“ overflow=“visible“ pointer_events=“all“][vc_column_inner column_padding=“no-extra-padding“ column_padding_tablet=“inherit“ column_padding_phone=“inherit“ column_padding_position=“all“ column_element_direction_desktop=“default“ column_element_spacing=“default“ desktop_text_alignment=“default“ tablet_text_alignment=“default“ phone_text_alignment=“default“ background_color_opacity=“1″ background_hover_color_opacity=“1″ column_backdrop_filter=“none“ column_shadow=“none“ column_border_radius=“none“ column_link_target=“_self“ overflow=“visible“ gradient_direction=“left_to_right“ overlay_strength=“0.3″ width=“1\/6″ tablet_width_inherit=“default“ animation_type=“default“ bg_image_animation=“none“ border_type=“simple“ column_border_width=“none“ column_border_style=“solid“ bg_opacity=“1″ el_styling=““ rounded_corners=““][just_icon icon_type=“selector“ icon=“Defaults-play-circle“ img_width=“48″ icon_size=“32″ icon_color=“#333333″ icon_style=“none“ icon_color_bg=“#ffffff“ icon_color_border=“#333333″ icon_border_size=“1″ icon_border_radius=“500″ icon_border_spacing=“50″ icon_link=“url:http%3A%2F%2Fondemand-mp3.dradio.de%2Ffile%2Fdradio%2F2015%2F06%2F27%2Fdrk_20150627_1635_77dbe7d0.mp3||target:%20_blank“ icon_align=“center“][\/vc_column_inner][vc_column_inner column_padding=“no-extra-padding“ column_padding_tablet=“inherit“ column_padding_phone=“inherit“ column_padding_position=“all“ column_element_direction_desktop=“default“ column_element_spacing=“default“ desktop_text_alignment=“default“ tablet_text_alignment=“default“ phone_text_alignment=“default“ background_color_opacity=“1″ background_hover_color_opacity=“1″ column_backdrop_filter=“none“ column_shadow=“none“ column_border_radius=“none“ column_link_target=“_self“ overflow=“visible“ gradient_direction=“left_to_right“ overlay_strength=“0.3″ width=“5\/6″ tablet_width_inherit=“default“ animation_type=“default“ bg_image_animation=“none“ border_type=“simple“ column_border_width=“none“ column_border_style=“solid“ bg_opacity=“1″ el_styling=““ rounded_corners=““][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

    In einem Interview, das bei Deutschlandradio Kultur in der Sendung Echtzeit erschien, sprach ich mit Louise Brown \u00fcber den Kein Logo Trend in Deutschland.<\/p>\n","protected":false},"author":7,"featured_media":8070,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[986],"tags":[678,682,684,713,683,934,576,712],"class_list":["post-8080","post","type-post","status-publish","format-standard","has-post-thumbnail","category-marketingstrategie","tag-interview","tag-kein-logo","tag-konsumverhalten","tag-logos-de-2","tag-luxus","tag-pr-de-3","tag-pr-de-2","tag-trend-de-2"],"yoast_head":"\nKein Logo Trend in Deutschland - Big Bang & Whisper<\/title>\n<meta name=\"description\" content=\"In einem Interview, das bei Deutschlandradio Kultur in der Sendung Echtzeit erschien, sprach ich mit Louise Brown \u00fcber den Kein Logo Trend in Deutschland.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bigbangandwhisper.com\/de\/kein-logo-trend-in-deutschland\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kein Logo Trend in Deutschland - 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