MxMIndia

Tag: rebranding

  • The public relations and communications firm has announced a new name, brand and website too.

    IPAN Hill & Knowlton re-brands as IPAN Hill+Knowlton Strategies

    By A Correspondent

     

    IPAN Hill & Knowlton has announced a change in its name to IPAN Hill+Knowlton Strategies, as part of its global shift in corporate identity. This change is in line with the rebranding of Hill & Knowlton, the leading international communications consultancy.

     

    “The new brand points to a shifting market for our clients, one with an explosion of information and a revolution in the ability of almost everyone to find that information. This democratisation of information is fundamentally changing the way they do business,” said Jack Martin, Global Chairman and CEO, Hill+Knowlton Strategies.

     

    Radhika Shapoorjee, President, IPAN Hill+Knowlton Strategies, India, said, “The renaming reflects a renewed emphasis on strategic communications advice that ensures a client’s business imperatives are achieved. We believe that the public is at the centre of the client’s business and we can help build a positive influence and sentiment across the various stakeholders backed by research and insight, built upon a rich heritage of our public relations strength.”

     

    The rebranding and new name comes into effect from September 18, 2012. More information is available at www.hkstrategies.in.

     

  • A brand is a sum total of the creative elements that go into designing the product, its packaging and its communication, says Sumanto Chattopadhyay

    The Anchor: Sumanto Chattopadhyay on 5 ways how creativity can change the image of a brand

    By Sumanto Chattopadhyay

     

    A brand is nothing without creativity. It is, in fact, a sum total of the creative elements that go into designing the product, its packaging and its communication. There are ways and ways of giving these elements a new spin – a new lease of life.

     

    Here are five examples of how a brand can hit the refresh button:

     

    1. Creativity can gloss over history: Volkswagen was launched by Hitler. But creative communication made the brand that rides the Beetle Bug one of the most lovable automobile icons of our times.

     

    2. Creative rebranding can make an old brand new and improved: When UTI Bank became Axis Bank – adopting a contemporary look and logo along with the changed name – it shed some of the negatives – ‘public sector’, ‘technologically outmoded’ – associated with the UTI label and made itself relevant to modern consumers.

     

    3. Not just products, but people too can change the image of their brand: In order to join Bollywood’s A List, Brand Karishma Kapoor underwent a total makeover. It took considerable creativity – that of hair stylists, beauticians, costume designers, film directors, publicists – to change her persona and transform her into one of tinsel town’s more premium brands.

     

    4. Creativity can make a brand attractive by putting it in a different slot in people’s minds: Cadbury’s told consumers to think about it in the same way as they do about Indian sweets – something you eat to make an auspicious beginning. Imaginative skill went into making people see an inherently Western product as something that satisfies a very traditional Indian need. And voilà  – Cadbury’s was reborn in a new avatar.

     

    5. Brand China wanted to replace the existing view of a grey, regressive totalitarian state with the image of a vibrant, young and capable nation. And so, at the 2008 China Olympics, it put on the greatest spectacle on Earth, taking branded event management to a new high.

     

    Sumanto Chattopadhyay is Ecd, South Asia, Ogilvy