Mira Kloss-Zechner starts with wedobrands

The specialist for brand developments Wien (OTS) - With 'wedobrands' Mira Kloss-Zechner, one of the most established brand experts, starts off to provide interesting and challenging brand development projects worldwide with her know-how. Beside her longtime experience for classic Consumer Goods like e.g. Danone in US and Latin America, Kloss-Zechner is actually numbered among the most demanded experts for global online brands, first of all because of her successfully managed relaunch for the brand bwin (former betandwin). As responsible Brand Director the polyglot Austrian, who grew up in Netherlands and Spain, started in 2005 to develop the Austrian online betting brand 'betandwin' to bwin, the leading online arena for real money games. Today bwin is leading brand not only for sports betting but also for casino and even second strongest for poker europewide. After the merger of bwin with PartyGaming in 2011 Kloss-Zechner has been acting as a consultant for the development of the new Corporate brand as well as for the set up of the Corporate brand architecture and the still ongoing repositioning of PartyPoker. Zwtl.: Every successful brand follows a vision. "The vision to develop a brand from a niche to a mass market, meaning to develop betandwin from a gambling brand to bwin, a socially accepted gaming brand, needs a lot of passion and assertiveness as it is no option to compromise from the beginning on. To follow a vision consequently is the main difference between brands and really successful and valuable brands", Kloss-Zechner devoutly believes. Basis for the realization of this vision was therefore an extensive research with focus groups allover the world to discover not only consumer insights for skill and fortune games but also to find the lowest common denominator for bettors and gamers. The big renaming and rebranding project was accompanied by the manifold awarded "Magic Moments of Sports" campaign (which created over 11 mill. visits within 6 months!) to establish betandwin as a trustworthy citizen and to enable the name transaction afterwards with minimized risks. Zwtl.: The speciality of online brands: they are not tangible. "The rebranding was a real nightmare", Kloss-Zechner remembers, "as I was in the lead for everything: The transition campaigning, redesign of the website, implementing a loyalty program, planning and supervising the logo change in all countries out- and inside the office. But this is exactly what a brand manager has to do: to supervise and monitor all brand touch points which of course means, you're never on the ropes. Differently to real products an online brand is only determined by consumer experience. It's the brand which defines also the product experience." Bild(er) zu dieser Aussendung finden Sie im AOM / Originalbild-Service sowie im OTS-Bildarchiv unter http://bild.ots.at Rückfragehinweis: Mag. Mira Kloss-Zechner Mobil: +4369910025635 mailto: mira@wedobrands.com www.wedobrands.com Digitale Pressemappe: http://www.ots.at/pressemappe/14337/aom *** OTS-ORIGINALTEXT PRESSEAUSSENDUNG UNTER AUSSCHLIESSLICHER INHALTLICHER VERANTWORTUNG DES AUSSENDERS - WWW.OTS.AT *** OTE0009 2012-07-03/13:56 031356 Jul 12

OTS-ORIGINALTEXT PRESSEAUSSENDUNG UNTER AUSSCHLIESSLICHER INHALTLICHER VERANTWORTUNG DES AUSSENDERS - WWW.OTS.AT | GAI

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