October 2024
Successful introduction of the Brand Language Converter at bonprix
AI-supported brand communication
Otto Group Solution Provider (OSP) has realised an effective brand communication project together with bonprix and developed the Brand Language Converter. The innovative AI tool is based on GPT-4 and revolutionises the way bonprix designs its brand language.
Consistent and inspiring brand language
bonprix, an international fashion company, has developed the Brand Language Converter with the support of OSP and implemented it into the company's own AI assistant ogGPT. The aim of the tool is to keep the brand language, which was introduced as part of the bonprix brand relaunch in 2023, consistent across all communication channels.
The Brand Language Converter ensures that all texts reflect the bonprix DNA – inspiring, positive and brand-compliant.
Reliable text and content creation
The Brand Language Converter offers two key functionalities:
- It analyses existing texts for their brand conformity and translates them into the bonprix brand language.
- Plus, it enables users to create brand-compliant new content, such as social media posts or newsletters.
The tool is already used by hundreds of employees and acts as a virtual sparring partner that supports the creation of up to 1,000 texts per month.
“With the Brand Language Converter, we have created a forward-looking solution to make our brand language intuitive and tangible throughout the company. The tool saves time, increases efficiency and enables us to maintain the clear bonprix DNA in all texts. The tool helps us to consistently communicate our brand values such as body positivity and the joy of fashion.”
Katharina Brakel, Brand Language & Copywriting Manager at bonprix
“In a digitalised world, clear brand communication is crucial. The Brand Language Converter places our messages concisely and emotionally with our customers.”
Lars Gerber, Vice President Brand & Content Direction bei bonprix
Further areas of application
The introduction of the Brand Language Converter was a first step, but the journey continues. bonprix sees potential to develop the tool further and expand it to additional languages. It is also being considered for use in other areas, such as addressing talent on the job market.
Thanks to the close collaboration between bonprix and OSP, this project shows how AI solutions can be effectively implemented in practice to successfully convey brand values and strengthen the emotional customer approach.
More details can be found in the German press release of bonprix.
