“We see our role in finding an expression for our brand that is true to the inner self of the company. Fully applied, a brand becomes unique when it is being true to its inner self and the sense of purpose of the people who create value under the umbrella of the brand.”
What kind of role will Corporate Social Responsibility play in managing your brand?
Siemens is a global company, but one that is deeply rooted in the countries around the globe. Our commitment to these local markets is reflected by decades, often more than a century of engagement as an employer, taxpayer and corporate citizen. Our CSR activities—education in science and technology, humanitarian relief, arts and culture and environmental protection—seek to strengthen local economies on the basis of a shared sense of responsibility.
What do brands need today in order to distinguish themselves from competitors?
From our perspective, branding is not an exercise in “differentiation.” From within, many companies exhibit strong personalities that are sometimes blurred by a uniform set of marketing communications measures in the outside image these companies project. We see our role in finding an expression for our brand that is true to the inner self of the company. Fully applied, a brand becomes unique when it is being true to its inner self and the sense of purpose of the people who create value under the umbrella of the brand.
What role does brand play for the organization internally?
Siemens is a brand that expresses both the name and the vision of our founder, Werner von Siemens, one of the great inventors of all time. His vision has turned out to be timeless and far-reaching, to an extent that 400,000 people can still relate to it in their sense of obligation and commitment today. As a result the name Siemens instills a strong sense of pride in all of us.
What significance does the "digital world" have for the role of your brand?
From a business perspective, the digital world has become deeply embedded in our products and solutions. Software platforms and applications tailored for specific industries help our customers develop their value chains so that they can better meet their customers' needs. Digital technologies become very powerful when they sit at the root of a product or solution, rather than being bolted on as an afterthought. The same approach holds true for our brand communications.
Which challenges do you see coming up for your brand particularly in the next years?
With increasing urbanization, climate change, new demands for industrial productivity and affordable healthcare many of today and tomorrow’s challenges are technological in nature. As societies are looking to technology companies to find answers to these challenges, we have a responsibility to use our engineering ingenuity and collaborative partnership to provide answers that not only help to address these challenges today, but to do this in a way that addresses them tomorrow as well.
ABOUT MICHAEL ROSSA
Michael Rossa heads Market Communications in the Corporate Communications Center of Siemens in Munich, Germany. With his team he is responsible for Siemens’ corporate brand, advertising, media, sponsoring and events.
Michael studied product design at the University of Kassel, Germany, and graduated with a “Diplom” degree (the equivalent of a master’s degree). He obtained a Ph.D. with his work on interaction design at the Royal College of Art, London. Before he joined Siemens in 1997 he worked with a design agency in Munich.
His professional experience at Siemens includes two years of corporate design management and three years of responsibility for the appearance of the brand on the Web. He was head of Web Strategy for three years and oversaw Corporate Media for another three years before assuming his current responsibilities in 2008.