BENE AG, PUBLIC RELATIONS
A-1010 VIENNA NEUTORGASSE 4-8
E-MAIL PRESS@BENE.COM WWW .BENE.COM
PRESS RELEASE
“I AM BENE”: New brand image for Bene’s anniversary year
Bene is a strong brand with a long tradition. In its 225th anniversary year, the office
furniture firm has refreshed its brand image with the help of the Vienna advertising
agency “We Make”. Bene’s new brand campaign presents it as more dynamic and
vital than ever before.
Bene creates spaces where people are comfortable and enjoy working. Bene was founded
in 1790 as a family business in Waidhofen an der Ybbs, Austria. Today, it is an international
group of companies with locations in over 40 countries around the world. The Austrian
company has specialised in office furniture since the 1950s, and thanks to a persistent
expansion strategy the company is now represented in all of the world’s major metropolises,
from New York to London to Dubai, with its own showrooms or t hrough retail partners. Bene
has shaped the collaborative workplace trend in offices around the entire world with its
concepts and solutions.
“The Bene brand has a great tradition. Our responsibility, however, is to scrutinise our
products constantly and develop innovative solutions that correspond to the spirit of the
times while promoting creative collaboration among employees and supporting the potential
of the individual”, says Michael Fried, Member of the Management Board (responsible for
Marketing, Sales). “W e always aim to contribute to the success of our customers’
businesses. That makes us a pioneer and visionary in the industry.”
Strong brand despite difficult times
Bene has been in a restructuring phase for the last two years. Especially in times of
upheaval, it is important that a brand conveys confidence and continuity, both internally
and externally. “High brand recognition is one of our greatest strengths”, says Michael Fried
of Bene. “Now – also with the arrival of new owners – is the ideal time to invest new energy
into the Bene brand.” The great appeal of the Bene brand – with its core values of
pioneering spirit, innovation, design, and functionality – is a central competitive advantage
within the industry. Bene has further refined its brand values on the basis of an intensive
analysis of the company’s self-image and what others think of it. Now this revitalisation will
be communicated to the outside world.
Bene brought one of Austria’s most renowned creatives, Thomas Niederdorfer, on board
for the new image campaign. Niederdorfer has won more than 170 national and
international creative awards while working for industry greats such as “Demner, Merlicek
& Bergmann“, “Heimat Berlin“, and “Jung von Matt“. Bene is among the first clients at
Niederdorfer’s new agency, “We Make”.
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COMPANY: BENE AG LEGAL FORM: LIMITED COMPANY HEADQUARTERS: WAIDHOFEN/YBBS COMMERCIAL REGISTRY NUMBER: 89102 H PLACE OF JURISDICTION: LANDESGERICHT ST. PÖLTEN
DPR: 0006203
BENE AG, PUBLIC RELATIONS
A-1010 VIENNA NEUTORGASSE 4-8
E-MAIL PRESS@BENE.COM WWW .BENE.COM
PRESS RELEASE
Successful future
Thomas Niederdorfer: “In the new campaign, we are looking forward with confidence, to a
successful future. With “I AM BENE”, we have created an identity-generating campaign
motto that works the same for employees and customers – and beyond that, it is also the
company’s promise of performance. The new slogan “Inspiring offices. Since 1790“ not
only sums up Bene’s core competence but also refers simultaneously to the company’s
long history.”
The campaign focuses on people who interact with well -known Bene furniture. Jork
Weismann, one of most internationally renowned fashion photographers, was behind the
lens. W eismann has worked for Purple, Dazed&Confused, Vogue, Elle, Monocle, GQ, Zeit
Magazin, New York Times Magazine, and Vanity Fair.
The six subject variants will be seen in selected international print publications, as well as
in Bene showrooms around the world.
About Bene
Bene is an internationally leading company that specialises in the design and furnishing of
office and work environments. Bene defines the office as a living space and its concepts,
products and services turn this phi losophy into reality. This brings together a 225 -year
tradition of quality with innovation and award -winning design. The Bene Group is a globally
active group of companies listed on the Vienna Exchange, with its head office and
production facilities in Waidhofen an der Ybbs, Austria, with a presence in over 40
countries. As an integrated provider, Bene implements forward -thinking office designs,
thereby contributing to the business success of its customers.
For questions and more information:
Bene AG Public Relations: Belinda Ableitinger
Neutorgasse 4-8, 1010 Vienna, Austria, Tel.: +43-1-534-26-1239
E-mail: press@bene.com, Internet: www.bene.com
© Bene AG, no charge for printing . Specimen copy requested.
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COMPANY: BENE AG LEGAL FORM: LIMITED COMPANY HEADQUARTERS: WAIDHOFEN/YBBS COMMERCIAL REGISTRY NUMBER: 89102 H PLACE OF JURISDICTION: LANDESGERICHT ST. PÖLTEN
DPR: 0006203