brand design

Wednesday, 05 September 2018 10:31

TCorp provides best-in-class investment management, financial management, solutions and advice to the NSW Government family, delivering sustainable returns and financial efficiencies for the benefit of the state of NSW. As part of wider transformation programs, TCorp initiated its largest brand refresh in a decade.

Growing your brand awareness can be expensive when you are relying on your own channels or paid channels. One awareness strategy worth considering is co-branding. Co branding is a partnership between like-minded brands. When executed well, it can open each of the businesses to new markets and new audiences. It can raise the profile of a brand, position a brand within a specific market, create a unique point of difference for your brand or simply open your brand up to a whole new audience.

There have been some great brand partnerships over the years. Some have been short term campaign specific co-branded experiments, and others have become life-long linkages. It is essential to have the right ingredients when considering a partnership between brands and decide whether the outcomes of the co-branding agreement will be mutually beneficial.

A few things to consider when assessing co-branding opportunities:

In last fortnight's blog we shed light on the four emerging themes among the challenges our clients are facing at the moment, and took a deep dive into the first two of these pain points.

These themes included:

1) Inefficient spend: “We’re expected to do more with less, but we aren’t sure how to become more targeted”

2) Lack of distinctiveness: “Our market is getting more crowded and we aren’t standing out”

The role of the creative brief in building memorable brands and cut-through campaigns cannot be overstated.

A good creative brief is like a roadmap; it provides clear direction on where we need to get to, and a framework that has the power to spark genius in the minds of the people that do genius the best – creatives (sorry strategists!). Likewise a poor brief can send your team down the wrong path – resulting in blown out budgets and unhappiness all round.

Wednesday, 02 December 2009 01:14

AIG (American International Group) has just rebranded its Australasian arm as Chartis. Last year AIG almost folded due to credit default swaps that its financial products unit entered into. AIG wanted to rebrand its property casualty business in order to distance itself from the problems facing its parent company. AIG lost over $99 billion in 2008.

The Australian subsidiary views its rebranding as a step inching it towards operational independence. Chief Executive Chris Townsend said, "while the general insurance business, globally and locally in Australia, continued to perform strongly, a company's brand and the associated image and public perception that come with it are hugely important factors for any business".

He said the new brand demonstrated the company's commitment to the Australian market, where it is already well established, as well as a desire for an independent identity.