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study: sustainable insurance products as a challenge in consulting

In 94 percent of insurance companies, the theme of sustainability relevant to business success. Two out of three insurance industry are the economic, environmental and social aspects of sustainability even been an important part of business policy. This applies to the life, health and property insurers alike. These are the results of the "sales monitor for the insurance industry 2010", prepared by the Institute of Insurance Economics at the University of St. Gallen and the German Insurance Association Ag ring. strikes in the health, sustainability, for example, already reflected in current services, which provide for more health-conscious customers a bonus scheme. Nine out of ten surveyed admit to monitor the distribution of such professionals and managers focused on the individual lifestyle of the insured Products with large market potential one. The further integration of sustainability into the core business of the insurance context, the future will be mainly responsible for product development and sales. The number of sustainable products is likely to soon feel down. counseling is complex and demanding sustainable products The jump of sustainability from a purely strategic to the customer and product level, the insurance poses new challenges. Thus, the majority of respondents believe that the consulting services for demanding sustainable products is. In particular, the consultants will now demand a more complex background knowledge. The result: the training of sales staff has to be adapted in the coming years to the new requirements. The insurance companies are, however, convinced that these efforts will pay off for them. So expect nine out of ten insurance, an insurer operating through the sustainable image of attractiveness. Three out of four experts will also now assume that promote sustainable insurance products not only the reputation but also profitable. background information for the "Sales Monitor for the insurance industry 2010" in September and October 2010 a total of 386 experts and managers interviewed in the internal and external sales from the German insurance industry. The survey was conducted by the German ring Krankenversicherungsverein AG in cooperation with the Institute of Insurance Economics at the University of St. Gallen. German Ring Krankenversicherungsverein aG ring, the German insurance association originates from Hamburg AG in 1925 and is a provider of comprehensive health and medical insurance. Since April 2009, the company formed with the three mutuals SIGNAL IDUNA a uniformly consolidated. More information www.DeutscherRing.de / ring world health. (dnu) Source: FUND professional

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Jazz Club tonne waived his proven logo and is a miserable acting characters



tree-Jürgen Haufe registered in the German Patent and Trademark Office (query 08/12/2010).



In February 2002, gave the Jazz Club Neue Tonne Dresden at the German Patent and Trademark Office at the time mostly symbolic discount and to protect from Jürgen Haufe created variant of the "trumpets" word-picture mark. At that time the fledgling club was the beginning of his way and had to ward off many competitors who wanted to use the term "ton" and the logo of its own.
The preceding were several different versions of the logo for the New ton 'predecessor bodies, all of trademark law not protected and in a previous publication had been presented.

In November 2010, now celebrated jazz club Neue Tonne Dresden celebrates its tenth birthday. On the occasion of this anniversary he changed its name to "Jazz Club tonne of Dresden," for the additional "new" was no longer necessary, and he gave himself a new word-picture mark, in short, a new logo.

The reason for the introduction of the new logo should serve the roll-renaming. Managing Steffen Wilde on 9 November 2010: "The new logo ton was necessary because the ton from 19 November is again hot barrel and not New ton. "

But here there was the club somewhat on knowledge of their own affairs, as it were in anticipation of the name change had already been changed at the beginning of its logo, in the Patent and Trademark Office-only design was already in late 2009 and early 2010 at the writing "Jazz Club" enhanced so was that "Jazz Club tonne." A further amendment of the logo in November 2010 would be at least of reasons to not have been necessary.



At the beginning of 2010, the logo Jürgen Haufe by the text "Jazz Club added" - a substance, is redundant, because redundancy-creating Intervention.


Already with this first change had weakened the association the value of his word-picture mark trademark seen. "A word-picture mark is protected only in the exact form in which it is registered with the German Patent and Trademark Office," Judith Hesse, says researcher at the Institute for Intellectual Property, Competition and Media Law at the University of Dresden.

with the now re-designed word-picture mark in November 2010 (see below) is the distance to the registered mark has become even bigger. The other script, otherwise the graphically designed funnel trumpet (yes importance as the binding element between word and image plays a central role) and, the complete lack of arch line should show a significant departure from its own registered brand.

The question whether the two events - the anniversary and the name change - must at all necessarily lead to changes in word-picture mark became pressing.

Elsewhere guards to its logo, corporate colors and fonts as a treasure. Only with real breakthrough in the sense of mergers or acquisitions - such as in the case of the acquisition of Dresdner Bank by Commerzbank, which led to a refined and successful change in the external appearance - clearly visible corporate design changes are necessary. In further
Cases, lead changes in the product line, expansion of the Group structure and modified business objectives to changes in the logo, such as in the case of Philips for replacement of classically-inspired image by the new word mark.

But will the "ton" her artistic event profile change so much that it should come to corporate design changes? - No, quite the contrary.
"The bin will remain the ton, by repeatedly breaking new ground" with regard to the introduction of the new logo in the November program leaflet read. A formulation that is precisely the continuity of the innovative design of the concert - and not a any turning point - stressed.




The new logo of Tauundtag.








So what disturbed the "ton" executives at established, recent Haufe'schen logo?

symbolism and aesthetics, it can not be, because the now logo conveys respect to both aspects of an incomplete and technically unprofessional impression.

The once hand-drawn trumpet funnel, homogeneous part of the instrument and by referring to the loose brush strokes to the fresh character of the music was replaced by a rigid, to the side Laid and squeezed "Oh, the line width is undecided different thickness. The symbolic looseness is gone, and the Haufe'sche by the trumpet-hopper "O" puts into effect connection between image and word and between jazz (trumpet) and "ton" as well.
which now lack the bow leaves the entire logo fall apart graphically, the result is also missing the symbolic reference to the former barrel vault.

who sees the logo in its main use is in (website, program flyers, letterheads), notes that the wording "Jazz Club" in small letters in red blocked the pinch "O", "fly away"; on a black background, it is difficult to see.

what extent is it morally defensible and copyright, extract individual graphical elements of a complete work of another artist and enforce in their own graphic into context without the express prior consent, remains to be debated.

Mathias Bäumel