METEONOMIQS IS THE NEW B2B BRAND WETTER.COM IS USING TO BUNDLE ITS RANGE OF DATA SOLUTIONS
It has the makings of a grand story: the forces of nature meet artificial intelligence. And seeing what
our customer wetter.com developed with this combination really is unbelievably exciting; with the
help of data science and precise weather data, sales, customer flows and marketing budgets can be
more accurately predicted and analysed than ever before. BLOOM used the BRAND MASTER PLAN to
develop positioning, naming and the corporate design for this range.
Our dependence on the weather is huge. It determines when we go out, when we relax, what we eat and much more. It also determines when and where we spend how much money. The frustrating part is that it cannot be influenced. That makes planning difficult for many commercial enterprises. While doing the maths for a beer garden is relatively easy (when it rains, it’s time to bring the table settings inside), other companies need to repeatedly ask what impacts the weather could have on customer frequency, product selection, willingness to spend money, etc. This is where weather prediction clearly reaches its limits. Because it can’t analyse or forecast how people will behave. But with the new offerings from wetter.com, it’s possible to find answers to entirely new questions like
• Are these drops in revenue really due to the weather this summer?
• Should we really invest this much in online ads when the weather is like this?
• Which products move the best when the weather is like this?
• What impacts does that have on the supply chain and logistics?
BLOOM was commissioned with the task of giving these new offerings an independent brand and presenting it in a unique way. But how do you position a brand that is still in the process of being born in a new market segment that most people aren’t even aware of yet? And one that intends to target many different decision-makers with expertise in all sorts of different areas? You begin with a deep and granular analysis of the target group. We then developed the central parameters of the brand based on our Brand Master Plan process and identified the brand idea.
The name of a brand is always a central communication instrument. Particularly when the range is this innovative and for a target group that is still hesitant, the name needs to unify both sides of the coin, security and scientific character on the one side, the economic aspects on the other. The name BLOOM developed, “METEONOMIQS” hit the nail on the head in this respect.
Based on this strong, meaningful name, the brand presentation was further developed step by step. The red and blue colours represent the fluctuations the weather holds for us, the stylised isobars represent accuracy and dynamism. And the streamlined appearance was supplemented with targeted messaging.