Bosch Communications Analysis

Context: Market research has shown itself to be an important tool for dividing the market into different target segments on the basis of so called cluster analyses. This allowed us to identify different consumer groups and better define them – and thus there needs and aspirations addressed, via meeting their expectations, as well as on a more emotional level. For the typical Bosch customer, the core message of the brand is “tangible quality and perfect technology for a better life.” This customer connects with the great tradition of Bosch concepts such as “the spirit of inventiveness”, “durability” and “thought-fulness”. With this comes consumer loyalty.

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The challenge was to define the NEXXT era after a successful “Invented for Life” campaign. This worldwide effort was seamless continuation of Bosch’s brand strategy, but included a complete redesign of the company’s corporate identity aimed at increasing consistency across all business units.

Our approach was to understand the brand origin, meaning, differentiation and portfolio from 1886 to the present. This along with business and technology trends help us analyze their various communication assets from the Bosch Innovation Center to its advertising and trade shows.

Whether it’s magneto ignition, ABS and ESP or the production of MEMS sensors — as a long-standing technology leader, Bosch has always driven innovations that improve people's lives. At the same time their evolution from a traditional manufacturing to a high-tech company has opened up new opportunities for delivering life-enhancing innovations in the digital sphere. At CES 2025 in Las Vegas, they demonstrated how they're creating software and AI-enabled solutions “Invented for life”.

Their exhibition was divided into the areas of Mobility, Living and Manufacturing. In all areas, Bosch presented how they use software as an enabler to enhance existing hardware and thus create additional value and improve the user experience.