Always in good shape

Changing brand communication – making values come alive

"Design is a communication task: Given this premise we are continuing to develop COR as a premium brand, above all in order to make its inner values come alive," says Berthold Strüve, explaining the marketing programme of the seating furniture manufacturer. The brand presence was designed to be clear, unambiguous and simple, as well as being emotionally charged from the very beginning. This was depicted by the first eye-catching figurative mark with the brand name (Latin for heart) and the three water lilies taken from the crest of the co-founder Fürst zu Bentheim-Tecklenburg. To mark the 50th anniversary (2004), the heart was adopted as a symbol of vitality and home with the claim "Home is where the heart is". "This message still applies," says Berthold Strüve, "wherever we are, people should feel at home. Our product culture is intended to promote living culture." Brand communication will continue to evoke emotions, convey enthusiasm and at the same time unambiguously indicate that COR design is associated with aestheticism, very high comfort and clear benefits.

Continuous proof of origin

The heart of the company is the manufactory in which, without exception, all the products are created as the work piece of many contributors: "We continue to focus on manual production and consciously communicate this. Besides the unmistakable brand identity, our continuous proof of identity is of great importance," says Berthold Strüve. COR created and followed this tradition long before the emergence of today's manufactory renaissance. "What is now regarded as a hallmark of luxury – manufacturing by hand – is for us a basic prerequisite in order to produce outstanding design in consummate form and quality." This profile has been honed over recent years. The way in which COR has become synonymous with contemporary seating culture is also reflected in the development of the logo design: The "seating furniture factory" of the 1950s with models such as CORANT (claim: Elegant and charming) became "COR seating comfort" in the 1960s and 1970s.As market penetration grew in the following decades, so did the universal claim: COR for sitting. At the turn of the millennium, an innovative corporate design was created with its own "code". Its puristically designed icons communicate the overall portfolio with the product groups upholstered furniture, easy chairs, tables & chairs, divan beds & sofa beds.

At the beginning is the word

"Our furniture and its inner values can best be experienced at the point of sale, and naturally better still if you live with it," Berthold Strüve affirms. To achieve this goal, the manufacturer builds communicative bridges: with advertising in print and online media, catalogues, its own lifestyle magazine CORcooning, outstanding trade fair presentations, themed exhibitions in specialist stores, readings in showrooms or events for architects or contract furnishers.High-quality publications, for which the manufacturer receives awards as regularly as for the design of its furniture, are very important. The book "Home is where the heart is", which was published in 2004 to mark the 50th anniversary, became a milestone. For the COR idea the company consciously created not a chronicle, but an emotional illustrated book containing various authors' contributions to show all the facets of the company as well as the people behind it. Elaborately produced, lovingly designed brochures such as the "Leather Manual" (2009) and "Inner Values" (2012) convey the desire for design and seating comfort, coupled with the processing of excellent materials. As in the previous years, the latest issue of CORcooning contains the winning text in the competition COR PRIZE Living and Design, with which outstanding journalistic works have been honoured over a period of ten years. 

Product culture is communication culture

Since the beginnings of the brand and its accompanying presentation, one thing has remained unchanged: The product is the hero, the design furniture and its unmistakable values are the centre of the presentation. One of the most important goals is still to motivate partners in the trade to create imaginative exhibitions in order to make the products come alive. They are supported by the manufacturer at all levels, currently with a travelling exhibition and accompanying advertising on the topic CONSETA – NEW SINCE 1964. This road show demonstrates the sustained fascination with the seating furniture manufactory and its classic potential – with no end in sight.

For more information, please contact

COR Sitzmöbel Helmut Lübke GmbH & Co. KG
Berthold Strüve,  Marketing Manager
Nonenstraße 12, 33378 Rheda-Wiedenbrück, Germany
t +49.(0)5242.4102-240
f +49.(0)5242.4102-940

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