Mr Westenhöfer, Mr Haigh, why have you redesigned the entire cable portfolio?
Christian Westenhöfer: A brand’s relationship with its customers works in the same way as an interpersonal relationship. If you want to remain attractive and relevant, you have to work on yourself. We live in a digitised world and that’s why we have updated our look to appear more contemporary.
Owen Haigh: The new look represents something new and shows that we are constantly developing our cable technology and continuously increasing its performance and reliability. But that’s not all. The re-design also makes everything clearer and more transparent for our customers.
In what way?
CW: The new concept with its various colours greatly simplifies the decision making process for our customers who can immediately find the right cable for their needs, in much the same way as our sales team.
What’s behind the new Cable Lines concept and what was the process?
CW: The Cable Lines project is part our corporate design overhaul. At the beginning of the project, we weighed up exactly what we had to change and how we could implement the differences and nuances. We have designed each cable to ideally match the application designs and requirements of the individual environments.
OH: Each cable type has different technical specifications, depending on the environment for which it was developed and this can be seen with the different colours.
The launch was on 29 May. Is that the end of the Cable Lines project?
OH: No. We will constantly add new standards to Cable Lines and improve technologies as it becomes necessary. However, we will not fundamentally change the concept, especially not the clarity and convenience it brings to the customer.
CW: Cable lines is a complete suite. That doesn’t stop us from expanding on it if it means our customers are going to profit and we can further improve the connectivity in the worlds of AV and IT. We see it as our responsibility to our customers.
What are the next steps?
CW: The task now is to successfully launch Cable Lines on the market. We are looking forward to how they will be received, because the success of Cable Lines is an indicator of what we will be doing in other areas. However, each product requires its own approach that is tailored to customers and markets.
OH: The project’s successes can certainly also be applied to other product areas. We would like to learn from such a process and consider how we can use the experience we have gained for our entire product portfolio.
