Heads: With V-Zug to Mission and Vision

Despite all its success, V-Zug keeps its feet on the ground. This is the perception of the Heads agency, which accompanied the company in the first half of 2021 in the formulation of corporate values, mission and vision.

Under the leadership of CEO Peter Spirig, intensive work is being done on the long-term success of V-Zug. This includes addressing the positioning and sustainable orientation of the company. To this end, various working groups and committees have worked out where V-Zug's particular strengths and opportunities lie.

Heads Corporate Branding was then commissioned to scrutinize and consolidate these results and to use them to formulate values, mission and vision for the company. In the project led by Peter Spirig and HR head Sandra Forster, Heads suggested giving even greater weight to external perception and also conducted interviews with various opinion leaders.

This brought together many appreciative voices about V-Zug from home and abroad. While the Swiss designer, who grew up with V-Zug, admires above all the user-friendliness of the appliances, his British colleague is fascinated by their durability. And for the interior designer in Hong Kong, Swissness is particularly important. He perceives this not only in V-Zug's engineering skills, which Germans are just as good at, but also in their attitude of subordinating everything to functionality. This means that V-Zug can be integrated perfectly into interior design concepts and is made for the premium segment in China.

All these voices represent opportunities for V-Zug around the globe. But it was not easy to bring this down to a universal denominator. Moreover, the internal committees - from the executives to the management to the board of directors - were concerned that (too) many of V-Zug's qualities were falling by the wayside in the formulation of values, mission and vision.

However, intensive cooperation with all reference groups showed that the three defined core values "reliable, supportive and inspiring" had been lived in the company for decades. The mission and vision do not focus on individual performance parameters, but convey the high customer benefit of the solutions.

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