POWER THROUGH LIGHT: LEDVANCE enters next chapter in corporate story with new brand positioning and new Head of Global Brand Management
To enable people to harness the power of light, LEDVANCE crafts intelligent and efficient lighting and energy solutions for a greener planet and better life
To reflect the major developments at LEDVANCE over the seven years since its founding, the Garching-based lighting experts decided on a comprehensive brand repositioning. The new tagline “Power Through Light” puts LEDVANCE’s three key stakeholders at the forefront: its customers, the planet and its employees. To enable people to harness the power of light, LEDVANCE crafts intelligent and efficient lighting and energy solutions for a greener planet and better life. The new positioning is driven by Vivian Lee-Lauss, who was appointed Head of Global Brand Management as of August 1, 2023.
LEDVANCE spun-off from lighting pioneers OSRAM in 2016 with a portfolio of luminaires and has since developed into one of the top global players in the industry. Today, with award-winning innovations like BIOLUX Human Centric Lighting as well as an expanded range of intelligent lighting solutions, the company has consistently broadened its scope, adding more focus on sustainable products and growing its solutions portfolio by expanding into the renewable energy industry. To reflect this development and emphasize its future positioning, LEDVANCE has created its new tagline “Power Through Light” with clear focus on its key stakeholders: its customers, the planet and its employees.
For customers, LEDVANCE’s lighting systems and intelligent energy solutions allow for improved working and living environments as well as real energy savings. For a greener planet, LEDVANCE commits to reducing CO2 emissions and waste through sustainable products, solutions and processes. For employees, LEDVANCE empowers them to harness the power of light to contribute to a better quality of life on a greener planet.
In addition to the new positioning and mission, LEDVANCE’s core values of striving for excellence, breaking new ground and winning together will persist as celebrated cornerstones of the company’s corporate culture.
The new brand positioning is driven by Vivian Lee-Lauss, who was appointed as the new Head of Global Brand Management as of August 1, 2023. Her global perspective and extensive cross-industry experience bring a fresh vision to the corporate brand. With her leadership style based on empowerment, transparency and breaking down barriers, she will play a crucial role in nurturing growth and a sustainable future at LEDVANCE.
"My goal is to bring a fresh vision to our brand strategy to drive impactful change in the lighting and renewable energy industry”, said Vivian Lee-Lauss, Head of Global Brand Management. "Our new strategy and positioning have been in the works for months, and I'm so excited to finally see it come to life. It's a massive evolution of our brand, and I'm confident that it will set us up for success with the big ventures that we have coming up at LEDVANCE."
With subsidiaries in more than 50 countries and business activities in over 140 countries, LEDVANCE is one of the world's leading companies in the field of general lighting for professional customers and end users. Emerging from OSRAM's general lighting division, LEDVANCE's portfolio includes a wide range of LED luminaires for a variety of applications, intelligent lighting products for smart homes and smart buildings, one of the most comprehensive offerings of advanced LED lamps in the lighting industry, and traditional lamps. In addition to offering products under its own product brand LEDVANCE, the company continues to use the OSRAM and SYLVANIA trademarks for many of its products in agreement with OSRAM. Beyond lighting, LEDVANCE offers vertically integrated, renewable energy solutions for the building sector. Together, the lighting division and the renewable energy division form a comprehensive ecosystem for residential, commercial and industrial buildings.
For more information, visit www.ledvance.com.
