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Wenger reaffirms positioning
Wenger has re-committed itself to its roots as an active outdoor brand by announcing a return to their original and natural brand position.
While their corporate philosophy hasn't changed, the brand will visually take on a new look. Multi-functionality will continue to be paramount in product development and marketing communication. "We view this new direction as more of an affirmation of our brand positioning rather than a change of position," said Peter Hug, Wenger's CEO.
Wenger's new persona will include a small modification to the famous Wenger logo, while a "Seal of Authenticity" and a "Corner Knife" will be used as brand assets and powerful reminders of the brand's enduring icon, the Swiss Army Knife.
Recently, Wenger extended the brand beyond pocket knives and watches, with footwear, camping gear and travel gear. They have planned changes to product design that will align all products with the new brand position.
