Paper as ambassador for brands
During the presentation of the brand award of the German Standards to M-real Zanders GmbH, Dr. Florian Langenscheidt, publisher of the German Standards, and Heikki Husso, Senior Vice President of M-real Speciality Papers, had an interview about paper as a modern information carrier in between electronic media.
Heikki Husso (left hand) and Dr. Florian Langenscheidt
DR. LANGENSCHEIDT
Mr Husso, ten years ago, when the digital era was proclaimed, some people believed in the downfall of paper – well, or even the end of printed media at all. Despite those prophecies of doom, increasing digitalisation and economic crises, paper is putting up a good fight up to now.
HUSSO:
Contrary to the common attitude at that time, paper is being applied more and more and has never lost importance to electronic media.
DR. LANGENSCHEIDT:
As writer I am dealing with books all my life and I appreciate the quality of paper very much. A good paper to me is a sign of high value, but also kind of a tactile seduction. Do you need a special bibliophilic mind for this kind of valuation?
HUSSO:
The addressee of a printed message can often not verbally express the sensation of paper quality, any how the high quality is perceived. This supports the actual message of the brand, no matter if it is about a sales brochure of a new car, a packaging of a new perfume or a label of a new champagne bottle. Paper offers more than just a message. Paper offers touch and aesthetics – it’s just tangible.
DR. LANGENSCHEIDT:
The fabrication of our books is always close to my heart. I see it as remarkable that the culture of “book-making” is especially distinctive in Germany and also constantly dealing with the question finding the “perfect” paper. After all, we have invented letterpress.
HUSSO:
At this it is also important to build a relationship to a brand. This particularly applies to us as producer of speciality papers. I notably think of traditional brands like ZANDERS Gohrsmühle, which are even older than 100 years, but also brands like e.g. CHROMOLUX, which are as an indicator for high quality and technical demand constantly improved and amended to market demands.
DR. LANGENSCHEIDT:
As issuer of the „Brands of the Century“ for me it goes without saying, that we do not only print in Germany, but also set standards by making the right paper choice. To me this is an integral component to our own brand awareness. It is primarily the quality promise, which characterises and connects all these brands here, inclusively our own one.
HUSSO:
It is again and again inspiring to see, that our products are in use for distinguished brands. Whether it is the book of the opening of the Daimler museum, the letterhead for „Deutschland Land der Ideen“ or even the paper for the bank books of the trustee savings bank. I am personally convinced that most of the nameable brands have at least once been promoted with papers from M-real Zanders.
DR. LANGENSCHEIDT:
I am glad that these high quality speciality papers from M-real Zanders were used at our project “Brands of the Century”. To us this was an extraordinary support for our demand, to communicate first-class brands in a first-class way.
