Posts tagged with Brand Strategy

Posted 6 months ago
by whatsthebeef

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A New Identity for Hero Motocorp (form. Hero Honda)

Following last month’s news about the renaming of Hero Honda Motors to Hero Motocorp, India’s largest ‘two-wheeler maker’, the eagerly anticipated new logo identity launched today in London.

Over the past few months, Wolff-Olins have been working with the company to review the brand strategy and architecture, the system used to structure, name and design the brands within the organisation. (See my earlier post).

Brand architecture is all about coherence
The objective of brand architecture is clear: To make the relationships between the corporation and its sub-divisions, companies, products etc. easy to understand — ensuring these relationships are not only distinctive and compelling but are also relevant to the audience, and of course, the consumer.

It’s not just about creating a visual design system. Brand architecture is a key component within the overall business strategy. In this case, providing Hero Motocorp with an opportunity to define, communicate and reinforce a new identity, positioning and purpose across all their markets, whether local or international. With the latter reinforced by today’s launch event in London.

By providing the context and tools to rationalize its portfolio, and continue life without Honda’s endorsement; a strong, coherent brand architecture will enable Hero Motocorp to not only leverage its brands into new markets but also provide the framework and strategy to assimilate acquired brands, too.

(Above: Hero Motocorp’s new identity revealed today at the O2, London)

For me: Brand architecture is the most interesting and revealing of processes — amalgamating both the strategic left and creative right sides of the brain, and helping to pave the way for new ideas, innovation and growth.

Unfortunately, there doesn’t seem to be a lot online about today’s launch. Hopefully, over the coming weeks, more details surrounding the rebrand will become available.

DD

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Posted 2 years ago
by whatsthebeef

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"The world’s brands of the next decade revealed" from @Furtherthoughts

Adrian Day, Chief at Further in London (and my ex-boss) predicts that “…the brands that go furthest [in the next 10 years] will be those that are best placed to capitalise…” on the changing-face of the global marketplace - maximising on new consumerism and the carbon conscious.

AD has compiled an eclectic, international, list of Top Ten organisations to watch, that include:

  • United Breweries Group, an Indian conglomerate that owns Kingfisher beer and recently acquired Whyte & Mackay.
  • Build Your Dreams, a Chinese manufacturer that claims to produce 30 per cent of the world’s mobile phone battery market and has just launched BYD Auto, producing hybrid and electric cars, to target Chinese drivers.
  • MTN, South Africa’s mobile phone company that has more than 40 million subscribers across 21 countries.
  • Natura Cosmetics, Brazil’s largest cosmetic manufacturer, which is driving the country’s sustainable initiatives.
  • Virgin Galactic, which plans to launch sub-orbital space flights for $200,000 within two years.
  • Kapersky Lab, a Russian company that produces technologies to provide protection for more than 250 million Internet users around the world.
  • Westover Clinics, a London based one-stop shop providing GPS, dentists, opticians, specialists, therapists and clinic services, including laser treatment for skin problems.
  • OnLive, an on-demand video service which could potentially allow people to stream computer games in real time over the Internet with no need or expensive consoles.
  • Climate Exchange, an AIM-listed company that owns, operates and develops exchanges on which environmental financial instruments, such as emissions reduction credits, can be traded.
  • Plastic Logic, a spin off company from Cambridge University that has created a flexible A4-size and robust plastic electronic display the thickness of a credit-card which replaces the need for paper.

(Thanks for the link, Adrian).

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Posted 3 years ago
by whatsthebeef

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Hitwise’s statistics on Twitter however, tell a different story. Perhaps it’s seen as a slightly sexier brand because it’s new and different and right now not everybody is on it. Users will be keen to get behind it and tell their friends about something new. But can it survive in a market that is already so saturated?
Twitter climbing in the social networking ranks « Brand Strategy Magazine Blog

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