Zhaga is a global association of lighting companies that are standardising interfaces of components of LED luminaires. Zhaga develops specifications based on the inter-related themes of interoperable components, smart and connected lighting, and serviceable luminaires. This helps to streamline the LED lighting supply chain and to simplify LED luminaire design and manufacturing.
The consortium is market-oriented and works in the best interests of lighting-industry stakeholders. Zhaga is creating a set of Interface Specifications, known as Books, which define the conditions necessary for interchangeability.
Zhaga aims to expand its outreach to a larger group of companies comprising installers, specifiers, architects, and end users. Recently, the Zhaga Consortium has widened its scope and offers a new Community Membership.
The new vision aims for true interoperability and includes the interfaces to sensors and connectivity modules, but also the interface between module and driver. This positions Zhaga as a key enabler of crucial developments in the lighting industry.
In the pursuit of its transformation, the consortium required the communication agency Page in extremis to check its Brand vitality.
Since 1994, the communication agency is a leading branding firm performing successful branding missions for international organisations, European associations and global corporations.
Driven in close collaboration by Axel Baschnagel and the Strategic multidisciplinary team of Page in extremis, the audit started with two surveys targeting internal and external stakeholders of the consortium. The analyses of the answers followed by a visual audit and recommendations have been presented to the members of the Zhaga Promotion Work Group meeting in Noordwijk (the Netherlands) in early February.
In the light of the insights unveiled by the study, the consortium has decided to entrust Page in extremis with the mission to guide the organisation in the definition of a new Brand strategy aligned with the recent change of the organisation and its enlarged vision.
Page in extremis has over 25 years of experience in guiding organisations on the road to defining and articulating their uniqueness.
Page in extremis builds brands and strengthens the reputation of leading organisations, European associations, and global corporations.
Based in Brussels, the agency can help you define the essence of your brand and formulate its differences in a very positive relationship with its environment and all its stakeholders.
More information: www.inextremis.be
