It seems like everyone is talking about branding these days. If you google the word “brand” you get 261 million results, which is quite a lot for such an abstract notion. Companies often proceed with the rebranding of themselves or their products to signal change, improvement, evolution. The fact that we’re now operating in a multi-platform, global environment, has made branding appear even more important, as companies and products compete offline and online, locally and internationally, and have to appeal to diverse audiences with very different lifestyles. And all of this, is apparently increasing the brand value of the actual word “brand.”
But branding is not just the creation of “a distinguishing name and/or symbol intended to identify a product or producer,” as Wikipedia puts it. Brands are connected to customer preferences, to values, to product features, to company attributes. When successful they become a valuable asset on their own, but when problems arise they are usually an easy scapegoat and rebranding is often the first suggestion on the table.
Successful brand communication is a matter of knowing as much as possible about your target group's value profile and aligning your brand proposition to the values it reflects. Our role is to ensure seamless and effective communication by providing support and consulting during all steps of the way: from brand creation, to the interpretation of a brand through activities and messages, to the strategic creation of touch points between a brand and its multiple audiences. Our methodology usually involves a handpicked creative & strategy team that is working side-by-side with the account management team, in order to provide the insight and knowledge needed for successful brand launches, relaunches and rollouts. We have been actively involved in brand-related projects of consumer products such as mineral water Avra and household megabrand Nivea and service providers such as mobile operator Wind. We have successfully introduced new brands to the Greek market, from the iconic Kiehl’s brand to new car models by FIAT, Lancia and Alfa Romeo, to online platforms such as the Ricardo auction powerhouse.
