What do Mastercard, Discovery Channel, Slack, Staples, and Zara have in common? Not only did they all feature on last year’s long list of company rebrands, but they were also the most talked-about brand transitions of 2020.
What drives success in business? According to recent PWC research, one answer lies with a strong corporate identity. In a survey of 720 executives, companies that were seen as having a stronger identity outperformed those that did not by 25%. The success was based on knowing themselves well enough to leverage distinctive strengths to build a clear identity, resulting in the ability to outperform their peers.
In today's globalized, digitally-driven world, the need for corporate branding to be consistent and powerful is more important than ever. 89% of B2B marketers say brand awareness is their most important goal, and 77% of marketing leaders cite creating strong brands as critical to their growth plans. But how exactly is a strong brand built?
Global brands are the businesses recognized all around the world - Facebook, Pepsi, Mercedes-Benz, Apple, Chanel, Netflix and Rolex, to name just a few. Usually operating within one dominant domestic market and holding shares in numerous, diverse local markets, these enterprises reap the highly lucrative rewards of being household names in multiple countries.
Did you know that it is estimated that the average person is exposed to between 4,000 and 10,000 brand messages each day? In this competitive, multi-channel and digitally noisy space, getting ahead of the latest corporate identity and branding trends has never been more important.
Earlier this year, the most loved brands in America were revealed - with the likes of Amazon, Netflix, Subway and Dove securing a spot in the top 20. When you scan through the list, chances are you’ll find these household names conjure up feelings of loyalty, fondness or affection. Yet, every one of these ‘most loved brands’ are selling us a service or product. If the nature of our relationship is transactional, how do these businesses make us fall in love with their products?
In March 2019, international charity Samaritans unveiled a bold, modern new look. Driven by a need for greater reach and relevance among a younger audience, the colorful rebrand notably catered for a huge range of print and digital formats.
A man who knew a thing or two about brand thinking once proclaimed “Design is not just what it looks like and feels like. Design is how it works.”
When it comes to the world of rebranding, brand visuals usually steal the show. Being the most obvious elements of a rebrand, it’s easy to get focus your attention on the new logo or headline grabbing ad campaign. Look beyond a company’s shiny look and feel however, and you’ll find that rebranding like is very much a numbers-driven game.