Development of an industry 4.0 brand label for Stahlwille

Naming 4.0

Name development for a new Industry 4.0 label does not only imply a classic product naming but also an ingredient branding. As a "seal of approval", the new brand fulfill a specific function: classifying products as parts of a network. The new label's solutions can be integrated into a wide range of system environments and thus improve the efficiency and reliability of process flows in three major areas of application. This way, companies profit from higher optimization potential and greater security.

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Due to this special "ingredient" requirement, the name needs to be open, while still reflecting the uniqueness of the idea and concept. As a first mover, STAHLWILLE meets all new requirements and challenges for torque tools, measuring devices, calibration equipment and software solutions — an important consideration for the new name.

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A brand name that combines technology and emotionality

In strategic creativity workshops, Endmark develops the new name together with representatives from production, marketing, sales and management. STAHLWILLE decides to develop a new brand and a brand name that combines rationality with an inspiring story: DAPTIQ.

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Drawing from individual brand attributes, the umbrella brand STAHLWILLE and DAPTIQ work together: On the one hand, STAHLWILLE represents tradition, quality and reliability. On the other hand, DAPTIQ stands for cutting-edge technology and a successful step into the future of industry. Once again, the company presents itself as a pioneer in the industry environment.

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The artificial name DAPTIQ is composed of DA for “Digital Asset”, PT for “Product Technology” and IQ for “Intelligence Quotient.” Phonetically, the name is reminiscent of the word “haptic”, i.e. something to touch or feel, and there is also a visual impression of the word “adapting”. The name thus radiates a certain familiarity and indicates that this is not something abstract, but a “tangible” product benefit.