Brand Touchpoint Audit
Brand Innovation Workshop
Silent Gliss, a Swiss company, is the inventor of the world’s first silent motorized curtain track system. These days, Silent Gliss provides complete window solutions and treatments at the upper end of the market and counts the Burj Al Arab in Dubai, Centre Pompidou in Paris, and Roppongi Hills in Tokyo as some of its clients. Since entering the local Chinese market 7 years ago, Silent Gliss is facing increasing challenges as competition has caught up fast. To hone future strategies, Silent Gliss asked Studio Baeriswyl to perform a brand audit and brand innovation workshop. The goal of the workshop is to provide Silent Gliss a quick but comprehensive, “outside-in” look at its operations in China, and to give objective suggestions on future strategy to grow the local market.
While an established, premium brand in Switzerland, Silent Gliss is facing unfamiliar challenges in a new, developing market. As long-term collaborators in Zurich, we realized that the company needed to take a wider, strategic view of its operations in China if it is to uncover a way forward. As a third-party consultant with experience in both Chinese and European markets, our value was to bring an outside perspective, and to help bridge the communications gap between Shanghai office and global headquarters.
Studio Baeriswyl put together a project team comprising an interior designer, product designer, industry vendor, and brand strategist to give comprehensive insight into different aspects of the company. Over a 3 days period we audited Silent Gliss’ operations, analyzed brand touchpoints, reviewed the product offerings, and proposed future opportunities and strategies. We identified three main areas of improvement in technology, branding, and pricing, and gave strategic options to the positioning and role of Silent Gliss in China. The result, a 60 page report, is being incorporated into the company’s future strategy for Asia Pacific.