德国家族企业Gira成立于1905年，致力于研发建筑机电控制系统解决方案。如今，该公司已成为行业内翘楚的供应商和最独具特色且知名的品牌之一。大部分客户想到这家公司就想到开关，但鉴于智能家居和智能建筑的整体趋势，Gira意识到原有的产品不能支持他们走向未来。因此，在2020年该公司决定重新定位自己的品牌。具体而言，一方面，向终端客户开放品牌，另一方面在智能家居和智能建筑领域抢占一席之地。该品牌旨在智能建筑控制领域赢得客户的青睐，并被确立为建筑规划不可或缺的一部分。在此新定位之下，Gira有意识的采取不同策略，以服务好电子贸易行业的合作伙伴和终端客户两类人群。对企业合作伙伴（B2B）的重点是成熟稳定的技术、有力的事实论据和富有表现力的产品演示，而对终端散客（B2C）则需要通过感性的文字措辞、诱发购买动机、光影的巧妙用法以及根据情感考量选择性使用光谱颜色。尽管技术在Gira策略中是主要的交流媒介，但其对技术的观点显然发生了变化，现在人们再也不必去理解技术，而应该由技术来适应人们。新的品牌定位已启动，分两个阶段实施。在第一阶段里，Gira员工参与其中，并积极回答一些激励大胆的问题，这些问题鼓励人们思考或开始对话，例如“我们未来仍需要开关吗？”或“思维直觉难道不是最好的控制因素吗？”之类的问题。这个较为轻松的宣传活动旨在吸引业内专业买家听众、提高对品牌的忠诚度，尤其是提升员工和专业合作伙伴之间的关系。第二阶段开始，通过宣传手册、广告、社交媒体平台等渠道发起了所谓的“开/关”运动，将品牌的目标客群拓展到终端用户。这场活动最终产生了新的品牌主张：“我们是制造开关的人。但我们绝不仅只是做开关的人，我们是智能家居先驱，KNX合作伙伴和未来的塑造者。”

The German family-owned company Gira, founded in 1905, develops system solutions for electromechanical building control. Today, the company is one of the leading providers and one of the most distinctive, well-known brands in the industry. In the eyes of customers, the company has been predominantly associated with switches. However, in view of the trend towards smart homes and smart buildings, Gira recognised that this would not be enough to lead the Gira brand into the future. Therefore, the company decided to reposition the brand in 2020. In concrete terms, the task was to open the Gira brand towards the end customer on the one hand and to establish it in the smart home and smart building sector on the other. The brand was to find customer favour in the field of intelligent building control and be established as an integral part of architectural planning. With its new brand identity, Gira is consciously focusing on different ways of addressing partners from the electronics trade and industry on the one hand and end customers on the other. While the focus in the B2B area is on technically sound, factual arguments and expressive product demonstrations, the B2C target group is addressed with emotional texts and human motifs, the skilful play of light and shadow and the selective application of spectral colours at an emotional level. Although technology plays a communicative role at Gira, the perspective clearly changes in that people should not have to understand technology, but instead technology should understand people. The new brand identity has been implemented in a two-phase campaign. In the first phase, the Gira employees were involved and actively contributed to answering surprising and courageous questions that encourage people to think or start a dialogue, questions such as “Will we still need switches tomorrow?” or “Isn’t intuition the best control element?”. This teaser campaign was intended to attract the attention of the trade audience and increase the level of commitment to the brand, especially among employees and specialist partners. In a second phase, the so-called “On / Off” campaign was launched across brochures, advertisements, on social media platforms and so forth in order to expand the target group address to include end customers. The campaign has culminated in the new claim: “We are the ones with the switches. But we’re also so much more. Smart home pioneers, KNX partners and shapers of the future.”