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Situation
A well-known international company had never developed a brand strategy, and lacked processes for managing its brand identity.
Solution
We developed a global brand strategy, brand architecture and portfolio, graphic standards and a system for creating new names, logos, and for managing trademark licenses.
Results
With a strong master brand, the company eliminated over one hundred of its own brand extensions that were competing for customer mindshare and eroding brand integrity. Guidelines were established so employees could properly communicate the company brand. Marketing program effectiveness increased, as did customer and partner satisfaction.
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> Building Business With Customer
Understanding
> Changing The Way Business Is
Done
> Differentiating A Commoditized
Business
> Leveraging Partnerships To Drive
Sales
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