STILL BrandBook ENG

STILL BrandBook ENG_2018

Dear Reader, Welcome to the world of STILL! What you now have in your hands is more than a book. It’s an open invitation to get to know STILL’s brand personality. Perhaps by the end of this brand book you will see STILL from a different perspective. At any rate with greater confidence. Why that in particular? Everything is based on trust. We all know that from our own lives – wherever we are in the world. Trust in a global corporate brand is as much a part of its valuation basis nowadays as its balance sheet. Careful brand management and the consistent in ternationalisation of the company have a long tradition at STILL. They can be traced back to the company’s founder. The prerequisites for a trusting relationship are openness and transparency. This principle holds true throughout the world and in all cultures. That’s why we will show you openly and honestly in this brand book why it is worthwhile to put your trust in the STILL brand. Have you become curious? Then we don’t want to stop you from reading any longer. You will find out that “first in intralogistics” is more than our promise to you. It’s our motivation to continue the further development of STILL. And to do it anew every day. Your STILL Management Board

hoW muCh sTIll Does a yoghuRT ConTaIn? Many of the products we handle have passed through a worldwide supply and production logistics chain in which STILL’s information and materials flow solutions are used. You can experience a few of the many examples here: 09° 09’ 43”s, 40° 58’ 15”W Mango plantation, Casa Nova, Brazil Using a CLX 25 to load mangos 47° 28’ 59”n, 12° 03’ 59”e Dairy, Woergl, Austria Loading milk products with an FM-X 50° 02’ 00”n, 08° 34’ 14”e Airport, Frankfurt, Germany Unloading mangos controlled by an intralogistics terminal 51° 58’ 50” n, 04° 08’ 00”e Port, Rotterdam, Netherlands Using an RX 60 to unload yoghurt jars 49° 27’ 10” n, 11° 05’ 23” e Dairy, Nuremberg, Germany Transport to the production unit with an EXU-SF 48° 51’ 41” n, 02° 21’ 27” e Louvre Rivoli supermarket, Paris, France Using an EXU-H to stack shelves 48° 51’ 40” n, 02° 20’ 09” e Louvre Pyramid, Paris, France Breakfast break with mango yoghurt 4 5

Why have a bRanD? Do you remember your biology lessons? Do you still know how plants safeguard their species and reproduce? It has been based for millions of years on a universal survival principle: pollination by insects and birds. But how do plants each succeed in attracting their own correct pollinator to their flowers? It’s very simple: they send out clear, unambiguous signals. These must be conspi cuous and readily perceptible, and must be understood in every vegetation zone throughout the world. That’s not so easy due to the great diversity of species. Plants must “come up with” plenty of good ideas. They entice by using colour, smell, shape and even temperatures that are exactly matched to the needs of the insects being specifically targeted. In this way they attract their important “clients” even from a great distance. The wages for the bees: nectar. A recipe for success on every continent. Just stop for a moment and think about your favourite brand. Ideally you should close your eyes. Which images do you now see? How does the brand attract attention to itself? Welcome to the world of intralogistics 7

Probably you’ll find it easy to recall clear, even unmistakeable de tails such as the logo, specific colours or particular products. The world’s leading brands use the same principle as the plant world: they send their customers clear, trustworthy signals. As a result the custo mer experiences guidance and certainty when making a purchasing decision. One thing is clear from this: purchasing a branded product means purchasing a trusted product! That holds true regardless of the cultural background of the respective market. So what has that got to do with STILL? We in STILL also have “nectar” and we need “bees” for our survival. Our offers are the nectar and the bees are our clients. We must signal to you clearly and attractively that we – and not our competitors – are the “right plants” for you. If we understand and take to heart this relationship, we will transfer the universal principle of nature to STILL and will hold our position as a leading brand throughout the world. In that way we will remain desirable and will strengthen customer loyalty. A clear picture of STILL will be created in the worldwide market: the unique brand image. 8 Welcome to the world of intralogistics 9

Why have a bRanD book? Just imagine you are visiting one of STILL’s worldwide branches for the first time. Therefore you should ask yourself these five questions: Which milestones have shaped STILL? What makes STILL unique throughout the world? Which pathway is STILL following into the future? How can I become a part of STILL’s success story myself? Why can I be proud to work in or with STILL? You are holding the key to the answers in the shape of this book. It is intended for everyone who has a special interest in STILL. First of all that means our clients and employees throughout the whole world. But investors, the media, citizens, local authorities and organisations are also This book will make the STILL brand transparent interested in our international and its essential features understandable. commitment. You will learn about the important role that you personally play for STILL. That’s because a successful brand is shaped exclusively by the convinced, committed persons who support it. STILL wants these people to feel it is part of their home land – in any of its locations throughout the world. So let’s join to gether in strengthening this trust – trust in the STILL brand. 10 Welcome to the world of intralogistics Einleitung 11

The buIlDIng bloCks of a bRanD Global competitive markets have unprecedented complexity. There are countless companies offering the widest possible variety of services throughout the world. On a normal day we receive several thousand advertising messages and innumerable offers. With this flood of information, customers find it increasingly difficult to recog nise the relevant differences in the services that are offered, or even to assess them objectively compared to those of the competitors. The only brands that are noticed are those that succeed in using their exceptional features to stand out from the crowd and to oc cupy an international leading position. On the following pages you will learn to recognize the As seen by our customers, our product range must essential building blocks of be unmistakeable throughout the whole world. STILL’s brand personality. They and clients to gain certainty when making their decisions in the world enable our potential customers market for inhouse logistics. 30 Brand: Promise and commitment STILL in a nutshell Claim Brand benefits Brand experience

sTIll In a nuTshell A brand’s strength is shown in dialogue. Just imagine: you are in a lift and someone asks you: what really are STILL’s special characteristics? In just two sentences you put in a nutshell what is at the heart of the STILL brand. “STILL provides customized solutions for intralogistics worldwide. STILL implements the intelligent management of material handling equipment, software and services.” These two sentences express our strategic alignment and indicate the forwardlooking offers with which we inspire our clients in world markets and gain their longterm loyalty. They simplify the choice of promising business areas and the points of emphasis in them. Every brand is based on a brand core that defines the company’s unique performance capability. For us it is: “STILL is the leading supplier for the intelligent management of intralogis tics.” Bringing such a brand core to life in everyday work is decis ively important, because inhouse logistics, i.e. the flow of goods and information within a business, is a decisive market for STILL. Intelligent interplay between all the building blocks is our aim. That succeeds only through tailormade solutions based on individual customer advice. In a nutshell, STILL builds the conceptual bridge from the brand core to our daily work and the claim to which we aspire. 32 Brand: Promise and commitment STILL provides customized solutions for intralogistics worldwide. STILL implements the intelligent management of material handling equipment, software and services.

The ClaIm The speed with which we humans need to absorb and mentally classify ever more information, professionally and in private, is constantly increasing. In these situations our brain gives priority to processing concise messages that promise a quick decision that is correct in the long term and convey a good feeling. That’s why it makes good sense to compress our position into a distinctive statement – our claim. This message is clearly and unambi guously understandable throughout the world, regardless of cultural differences. Through this Our claim is clearly and unambiguously understandable emotional address we anchor throughout the world, regardless of cultural differences. our claim permanently in the memory of our internationally active clients. We use the claim in adverts and leaflets, on posters and at trade fairs, and in our online communication. In this way we repeatedly draw attention to the added value of the STILL brand. At the same time we invite our employees, customers and partners to promote the positioning specifically through their own commitment. This appreciation releases forces to further expand our leading international position. 34 Brand: Promise and commitment first in intralogistics

bRanD benefITs “5+2” Through our positioning we have laid the foundation for the suc cessful future of the STILL brand. This gives rise to certain chal lenges for the worldwide management of the brand, because our customers want actual products or services and examine the specific benefits of every offer. If the customer’s benefit profile and our brand benefits are identical, we have achieved our objective. At STILL we offer our customers 5 functional and 2 psychosocial benefits. The functional benefits are derived from the advantages of a product or service and as a rule they are technical in nature. They also demonstrate the Seven benefits are decisively important for the level of innovation and the way we are perceived by our clients and partners quality of a performance. The throug h out the world, and are characteristic assessment of psychosocial features of the STILL brand. benefit factors is based on human social interaction. This is influenced by the respective cultural backgrounds of our customers and employees. Based on the corporate mission statement, STILL takes careful account of such regionally and culturally differing perceptions. This intercultural competence is the only way to create worldwide trust in the STILL brand. If we act consistently within the meaning of the “5+2” benefits when developing and aligning our offers, we will promote our positioning credibly, encourage customer loyalty and enhance the value of our STILL brand. 36 Brand: Promise and commitment Systemoriented Customized Userfriendly Being prepared Futureproof Committed Cooperative

The bRanD exPeRIenCe People are influenced by emotions. But it’s equally true that is not the same everywhere in the world. Nonetheless certain brands succeed in triggering positive feelings irrespective of differing regional styles or traditions. Their worldwide recipe for success includes always addressing several senses at the same time, thus building up trust. That’s why experienceoriented emotional brand experiences such as the STILL customer days The positive emotional perception of the STILL brand with brand musicals, trade is a precondition for our worldwide credibility. fairs and personal discussions with clients work so well. Based on the traditionally accepted STILL corporate culture, which is characterised by mutual cooperation, we take care to ensure that our actions are perceived everywhere as experienced, dynamic, humane, flexible, fresh and innovative. Rapid recognition of our products and employees is also ne cessa ry for the good feeling in our STILL brand of knowing you have a reliable partner at your side. That’s why we have defined particular design guidelines for STILL: the Corporate Design. It extends from the shaping and colouring of our products and the use of particular type fonts to the workwear of our service staff. This unmistakeable visual appearance always generates a trusted image among our customers throughout the world. 68 Brand: Promise and commitment Experiencing is more than understanding.

hoW Do I lIve The sTIll Way? be a brand ambassador: My customers tell me they would recog nise STILL immediately by the tone of voice and behaviour. STILL gives me the right intonation for that. Brandappropriate behavi our comes from inside. That’s how I can be a brand ambassador. Trust at first glance: Our product design and our logo are a part of my homeland. When I start work I know that the STILL brand is my trustworthy partner in everyday professional life. staying in contact with sTIll: The strengths of our product range enormously simplify contact with customers. Our program of products and services is transparent, highquality and simple to understand. That’s why I find it easy to express clear statements in discussions. And effortless understanding is the best basis for trust. 70 71

9 1 2 0 Foundation of the co m pany: a repair w orkshop for electric m otors 2 The M atador lighting station 2 9 1 InnovaTIve sInCe 1920 e m ergency assistance 0 H ans Still 0 E K 2 0 0 0 4 4 9 1 9 1 4 9 1 7 STILL service fleet 9 A w orld first: the E G S 10 0 0 threew heel forklift truck 2 A w orld first: the dieselelectric forklift truck 1 9 4 9 1 5 1 Foundation of STILL France 6 9 1 7 9 1 2 STILL service package 3 STILL beco m es part of Linde A G 7 9 1 7 Pre miere of the clearvie w lift m ast 6 N e w brand logo 1 9 7 7 9 1 1920 1930 1940 1950 1960 1970 1980 1920 Foundation of the STILL Company At the age of 22 and with two employees, Hans Still sets up his own business to repair electric motors. Speed, reliability and high quality are the three corner stones of his brand promise. 1972 The STILL Service Package As an industry pioneer, STILL ensures maximum customer satisfaction with full costs transparency by introducing a service package with fixed flat monthly charges. The EGS 1000 – STILL’s first forklift truck 1949 The first selfdeveloped forklift truck, the EGS 1000, marks the beginning of the STILL brand’s intralogis tics success story. The German Federal Railways are among the first customers. 1961 Internationalising of STILLL STILL’s internationalisation starts in France with the 1977 The clear-view lift mast foundation of the first national subsidiary company. STILL’s innovation opens up new horizons Today STILL operates with 20 national subsidiaries for the driver, and ensures additional and sales offices in 75 countries. safety and user friendliness. 76 The origin: The forcefield of our identity 77

effICIenCy In moTIon 6 The first STILL forklift truck with a 3w ay catalyst 7 Launch of the M X series 8 8 9 1 9 1 0 N ation wide service in the East and W est 9 9 1 9 1 2 Pre miere of the s wivelling 9 driver’s seat vegetable oil po w er unit 6 R 7 0 with a 9 9 1 9 1 1 9 1 9 8 A n innovation in the industry: the R X X concept vehicle 8 Start of online presence 8 The STILL joystick beco m es an 9 STILL PartnerPlan 9 Founding of industry standard STILL Brazil 9 9 9 1 1 9 9 9 9 2 EF G energy recovery 3 W orld pre miere of the hybrid forklift truck 8 9 1 8 9 1 1980 1990 1983 World premiere: STILL’s hybrid forklift truck 1987 Launch of the legendary MX “Man Up” series STILL presents the world’s first hybrid drive industrial truck, thus setting new standards for environmental compatibility in inhouse logistics. 1998 RXX concept vehicle ready for launch Futuristic design and farreaching technical innovations under line the forwardlooking nature of the STILL brand. For example the movable cabin, the rearmounted camera and the extendable rear weight ensure more safety and efficiency. 1990 Eastern Europe discovers the STILL brand German Reunification and the opening up of the eastern European countries pave the way for STILL’s service fleet. 1999 Brazil discovers the STILL brand 78 STILL establishes its first national subsidiary company in Brazil. The STILL PartnerPlan offers custom-made solutions 1999 The STILL PartnerPlan, a customised provision of service product with an abundance of design options, ensures an inhouse logistics solution exactly tailored to the individual client’s needs. The origin: The forcefield of our identity 79

0 IIF D esign Prize for the E G US lo wplatfor m truck 0 0 2 2000 0 2 2 W orld first: the O ptiS peed driver assistance syste m 0 2 0 3 W orld first: a forklift truck with a fuel cell po w er unit 3 24 / 7 H otline 3 Pre miere of the F M X 0 0 0 0 0 2 2 on The RoaD To The fuTuRe 4 STILL beco m es an Environ m ental Partner 5 Side w ays battery change 5 R X 5 0 / R X 2 0 of the City of H a m burg 5 W orld pre miere: autono m ous forklift truck 0 0 2 2 0 0 0 0 2 0 0 2 0 0 2 7 Integration of Sales and S ervice 7 W orld pre miere: diesel forklift truck with 6 Transparent costs thanks to the STILL Report hybrid technology 2 2 0 0 0 0 2 0 0 0 0 2 9 STILL shelving syste m s 8 BlueQ 8 K A N V A N and m ultifunction hauler 2 0 0 0 W orld first: tugger train 1 0 2 2 0 0 0 2 2 2 1 0 1 The cubeX X concept study 1 S ervice for Karabag N e w 5 0 0E 1 STILL Pro Active 1 Volu m e production of hybrid forklift trucks 1 1 1 2010 2025 2006 A clear view of the vehicle fleet STILL Report, a unique webbased software tool, ensures the complete transparency of a forklift truck fleet. The RX 70 Hybrid goes into volume production 2011 The world’s first volumeproduced counterbalanced forklift truck with a hybrid drive, manufactured by STILL, makes an important contribution to greater environmental responsibility. The RX 70 Hybrid uses ultracaps to store the energy released during bra king. That makes it the most economical machine in its class. 2005 A world first: sideways battery change For the first time a crane is no longer needed to change the energy source. This means STILL ensures more safety, efficiency and convenience round the clock. Blue-Q combines efficiency and ecology 2008 2025 In-house Logistics 4.0 The transparency of the “Internet of Things” becomes the basis for Inhouse Logistics 4.0. STILL’s autonomous machines operate with swarm intelligence and via cloud computing in autonomous warehouses and production facilities – transparently and efficiently. Welcome to the future of inhouse logistics designed by STILL! 80 The origin: The forcefield of our identity 81

It all begins with a soundlybased materials flow analysis. STILL provides customized solutions for intralogistics worldwide, which is why STILL’s salespeople and service engi neers are soughtafter contact persons wherever clients are seeking solutions for the future of their business. For example an internationally operating franchise company is searching for an integrated infrastructure for a logistics centre to keep pace with the rapidly growing number of its retail sites. STILL implements the intelligent management of material handling equipment, software and services. The client and the STILL salesper son plan the logistics centre of the future together directly at the future site – from the software and vehicle fleet to the racks. 90 91

ImPRInT Publisher: Editorial: Authors: Art Direction: Photos, Content: Copy-editing: Translation: Edition: Languages: Printing: STILL GmbH, International Corporate Communications, Berzeliusstraße 10, 22113 Hamburg, Germany Matthias Klug, JanChristoph Sachse, Christian Themann, Andreas Bauer, Daniel Eichel Markus Stoll, Thomas Gey, Hamburg, Germany TEAMS DESIGN Hamburg GmbH, Meike Koldorf, Ulrich Schweig Thomas Schwoerer, Hamburg, Germany; STILL Archiv punkt punkt komma strich, Augsburg, Germany, Susann Dettmann Skript Translations, Hamburg, Germany, Gerd Röser 1st Edition 2013, 3,500 copies German, English, French Druckerei Weidmann GmbH & Co. KG, Hamburg, Germany 98 99