Our team have designed a new book on vodka to promote the Russian Standard brand. The 130-page book details the history of vodka in Russia and promotes old favourite drinks along with new imaginative ways to use vodka. Payam Sharifi, creative director at Russian Standard worked with our team as the editor and creative lead for the project managing the rollout across Europe and America.
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Al Rajhi is a multi-billion-dollar, family-owned group of companies covering industries from banking to agriculture and heavy industry. Sheikh Suleiman Al Rajhi made the decision to enter into the property development market and we were asked to develop the marketing strategy and brand communications.
Last year, MCS Communications invited us to lead the design of a retail telecom concept for Romania. MCS Communications is a part of the Milomor Trade & Communication Group along with several other companies such as Hat, the official Romanian importer of Samsung mobile phones, and DTH Television, the digital television known as Boom TV. Their goal was to create a new kind of setting to sell products, services and accessories from the telecom, digital TV, photo products and services and multimedia markets.
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By: Ian Dunlop
Beginning my marketing career at Bass in the UK, before moving to the communications side, then brand strategy, and working throughout Europe and the Far East, I was always curious as to why some companies could produce successful brands and others seemingly could not. My journey through the disciplines has produced some interesting observations.
If you ask anyone in the brand communications industry as to what constitutes a brand they will likely respond that it is a blend of rational and emotional perceptions of a product or service in the minds of loyal consumers. At any one moment in time this would seem to be true. There was, after all, the famous case of Persil soap powder remaining brand leader in its category long after the introduction of infinitely more effective detergents. The accepted rationale for this is that the perception of female users was that Persil signalled that they were “caring mothers”, and this was a much more compelling brand attribute than product efficacy alone.
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17 June 2008, Riyadh Chamber of Commerce
The Riyadh Chamber of Commerce is hosting an intimate seminar on the future of brand development in the kingdom of Saudi Arabia. Ian Dunlop, consultant at Brandinstinct explored five trends in brand development observed around the globe.
The seminar was sponsored by Enshaa Holdings
Saffronart is the leading auction house worldwide for Indian modern and contemporary art. They are one of only a handful of auctioneers worldwide to crack the online auction model. With auction sales and additional fixed-price sales, Saffronart outperforms auction houses such as Christie’s and Sotheby’s in its categories.
A young, dynamic company it is reinventing the rules of the game for its category, using the net to introduce a new degree of information transparency. If art is known for its transformative powers, Saffronart is about bringing this creative energy to the business of Art. Growing as a global business the company was looking for a brand that will differentiate it from the competition as well as position it firmly as a global brand.
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By: Uri Baruchin
The narrative aspect of marketing has been getting academic attention for many years but only in the last decade has it become a practical focal point for marketing communication practices.
Many traditional branding methodologies rely on values & attributes to define brands, but these tend to be homogeneous in competitive markets. “Innovation” and “simplicity” come to mind as popular values for most technology and service brands, “empowerment” and “enabling” were popular attributes amongst telecom brands during the last decade.
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We recently helped GreenIndex launch their revolutionary environmental labelling brand. GreenIndex is an initiative to promote sustainable business, through consumer accountability. While there are many competing labelling schemes in environmental arena, GreenIndex’s methodology is the only one taking a holistic approach, with a specially developed formula that considers means of production, packaging and transport.
To compete in the crowded arena of environmental initiatives and communicate clearly in the universe of packaging communications, GreenIndex needed a brand that is easy to find, understand and remember. The GreenIndex identity emphasises the uniqueness of their solution. It is a single mark that that considers different aspects of environmental impact and can be used across all product categories, rating the environmental impact on a scale of 0-100.
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OZO is a new alternative transport company specialising in small electric vehicles for business and recreational activities. No one knows what the future of transport will look like, but it everyone knows it will look different than what it is today. In response, the design team at Brandinstinct created a future-oriented emblem with a rich mix of modern forms in the graphic identity that can change with the times.
Ewan Fernandes, president of OZO appreciates ‘the sleek nature of the brand and feels that it stands in stark contrast to the over-used and possibly insincere organic lines of the category.’ Christophe Stolberg, designer at Brandinstinct says that ‘he’s proud of the balanced approach to design. The result is a brand that can keep pace with market and morph freely into new generations of vehicles – whatever they may look like.’
Our teams helped pharmaceutical manufacturer, Veropharm, create a new category of super premium plasters for the design conscious (and injured) consumer. As major brands compete for market share using price promotion or product innovation, Veropharm realised that a sensitive design aesthetic was missing from the market. The premium designs enabled Veropharm to maintain a 40% premium over international
brands while not canibalising on their standard private label products.
‘When we listened to customers, they said they wanted a product that would use the best of today’s technology to help heal their skin quickly, but that they also wanted a design that would be sensitive to their high-street fashion sense as well’ reports Herman Inozemtsev, Veropharm’s Vice President of marketing.
The plasters are now on sale and customer reaction has been outstanding. The package designs won a Silver Award at the Pentawards 2007. Pentawards is a global competition bringing the biggest names in design to compete over new package design concepts.
