Commercial Bank of Africa (CBA) is the largest privately owned bank in Kenya, whose primary focus has been on serving the needs of corporate and institutional customers, diplomatic missions, and the middle to high-end market of Personal Banking. Historically CBA, was set up as a regional institution with operations in Tanzania where the head office was in Dar es Salaam.
The Bank moved its headquarters to Nairobi when Tanzania nationalized private banks in 1967. Just after celebrations to mark its fifty years of operations in East Africa, CBA undertook a major rebranding exercise, a first-of-its-kind concept which the Bank calls the “Root and Branch Uplift” approach – meaning a complete overhaul. Click here to read more on Commercial Bank of Africa
Psion is a 30-year-old company, and part of UK technology history; its business originally being in the consumer markets with the famous Psion Organiser products. In 2000, Psion acquired a company called Teklogix, an industrial computer hardware manufacturer and vendor, and the joint Psion Teklogix brand was created. At this time the business left the consumer market and moved entirely to the B2B market to focus on rugged, mobile solutions.
Sadly, the new business did not flourish as well as it had done historically, and in 2008, John Conoley was appointed as the CEO and set about a radical restructuring and revitalisation of the business.Work to determine a new business strategy was begun and that included a serious marketing focus. It became clear that the conjoined brand was failing the company in many critical areas, and while rebranding is never to be entered into lightly, this time it was a business imperative. Discover more..
Setting the Stage: Following a complete rebranding campaign, Seattle’s Best Coffee was faced with the task of recruiting new customers while not losing existing ones. Armed with vibrant new packaging, Seattle’s Best was looking to take their new “Level System” to the public, and invite consumers to play along. The concept of coffee coming in different varieties is not new, but Seattle’s Best sought to align each of their five coffee varieties with a different type of coffee drinker.
By personifying each coffee, Seattle’s Best was hoping to have a better emotional connection with its customers. Seattle’s Best agency, Creature Creative, and their public relations firm (Zeno Group) collaborated with Second City Communications to create a groundbreaking idea in social media marketing and emotional branding – a 24-hour live streaming improvised comedy show accessible via Facebook, based on the input of fans of Seattle’s Best Facebook page. Click here to read more…
In 1997, Royal Caribbean Cruise Lines changed its name to Royal Caribbean International, a rebranding intended to show that the cruise line started in 1968 with one ship – Song of Norway – was now cruising in all the seven seas. Royal Caribbean International operates cruises out of three dozen ports from Denmark to Dubai to San Diego. There are 20 ships in the Royal Caribbean International fleet (with two under construction) in five classes: Freedom, Voyager, Radiance, Vision and Sovereign.
Royal Caribbean International is known for innovation. In 1978 they “stretched” the Song of Norway – cutting it in half and welding in an 85-foot mid-section to increase guest capacity from 700 to 1000. In 1998, Royal Caribbean International did away with rudders, stern thrusters and propeller shafts when they installed the Azipod propulsion system – which places the propeller on a steerable pod, which can be rotated 180 degrees. Click here to read more…
Nestlé, one of the leading health and wellness companies in the world operated in India for over a century. The company sold milk and milk products, beverages, prepared dishes, and chocolates and confectioneries under Nestlé, Maggi, and Nescafé brands. In 2011, the company rebranded its milk and curd products as Nestlé a+ milk and Nestlé a+ dahi.
Within days, the Gujarat Cooperative Milk Marketing Federation (GCMMF), which sold milk and milk products under the Amul brand, raised objection stating that it had launched products under ‘Amul A+’ brand, a few years ago, and Nestlé’s rebranding would confuse the consumers. Both the companies were in discussion to settle the matter. The Indian arm of the Switzerland-based nutrition, health and wellness company, Nestlé S.A. had a presence in India since 1912.
It operated in the country as Nestlé India Limited (Nestlé India), and was incorporated in 1959, as a subsidiary of Nestlé S.A. Nestlé India manufactured and sold milk and milk products, beverages, prepared dishes, and chocolates and confectioneries. Under the Nestlé brand it sold condensed milk, milk powder, milk, ghee (clarified butter), curd, chocolates, and confectioneries. It sold coffee powder and tea powder under the Nescafé brand; and soups, noodles, pastas, and sauces under the Maggi brand. Click here to read more…
When the UK state-owned Post Office Group decided to change its brand identity, a new name was the first on the shopping list. The reason for the brand makeover was partly to do with the fact that the 300-year-old Post Office Group was no longer simply a mail-only organization. It had logistics and customer call centre operations, and was planning a number of acquisitions abroad. There was also growing public confusion about what the purpose of the organization’s three arms – post offices, Parcel Force, Royal Mail – actually was. ‘We were researching hard into what this organization called the Post Office was facing,’ explained Keith Wells to BBC Online. Wells was from Dragon Brands, the brand consultancy that helped to repackage the organization. ‘What we needed was something that could help pull all the bits together.’ Read more …
You’ve probably heard by now that Tropicana redesigned their orange juice cartons, but then received so much negative feedback they’ve decided to revert to their old design. This is an example of how design in a vacuum can lead to terrible branding decisions … click here to know more on these changes
[youtube]http://www.youtube.com/watch?v=YlSL7svbooY[/youtube]Corporate re-branding is sometimes seen as an inevitable exercise while it appears to be a normal practice for global trendsetters moving away or making alterations to their brands. AOL, a longer version of American Online is an American company that provides internet services and social media networking. The internet company has announced its ongoing process of re-branding itself. AOL will spin-off from Time Warner which has been operating it since the year 2000. The merger between AOL and Time Warner, was a destined ill-fated journey on account of bad advisory. Finally, AOL shares will start trading independently from early December 2009 in NYSE…click here to read ahead
LG is ready to reposition itself in India. From an aggressive price warrior and technology provider, the brand will henceforth be communicated as one that causes happiness, an enabler of life enrichment. The focus will be on the softer aspects of things. This is the first experiment of its kind that LG has done anywhere in the world. If it clicks, the idea will be taken to other markets. All eyes are therefore on India at the moment…click here to read the details
Frooti is India’s legendary and iconic mango drink. It has been around for over two and a half decades now. Pretty much what Nike or McDonalds or Guinness or Ikea is to the world, Frooti is to India. There’s not one person in India who hasn’t had a Frooti. By sheer numbers and its depth of distribution in India and availability in more than 20 countries, Frooti is perhaps one of the largest selling mango drinks in the world…click here to read the case study