MarketingProfs' Members Register for B2B Forum 2010 for just $695! (good until 11/30) »

Ask your question ... sign up today! It's FREE!
Branding     
 
This question has been closed, and points have been awarded.
Looking For Professional Rebranding Assistance
Posted By: mmeckler* on 1/3/2005 10:24 PM (CST) 100 Points
I am the C.O.O. of a marketing company that has just been hired by a telecommunications company to take over all of their marketing. They are a strong player in voicemail and conferencing services, but have too many brands and split identities at the current time. We are to help them "rebrand" including any appropriate logo and literature redesigns. We need professional assistance with the initial rebranding project.

Posted by: VanSmick* Accepted Answer
1/3/2005 11:05 PM (CST)
I have done this for Bay Neworks, Nortel Networks and Marconi PLC, so I would be happy to talk with you about what you are facing. At Bay & Nortel, I led brand simplification efforts which reduced the number of product brands the company promoted and was expected to reduce the actual number of product brands over time. You can contact me toll-free at 866-271-1097 8am-5pm EST if you'd like to discuss. I can also share with you info about some of the traditional branding firms' offering and what we found in dealing with them.

Regards,
Van
 
Posted by: amandavega Member Response
1/3/2005 11:22 PM (CST)
I too have been involved in many corporate branding, identity, and rebranding projects from many sectors including IT, medical services and devices, high tech, and more. You can follow the links to our site for more information.
 
Posted by: mktgminds Accepted Answer
1/3/2005 11:25 PM (CST)
mmeckler,

Sounds like a great project for you, congratulations.

I would like to talk with you about a potential early step in the re-branding project - "re-learning" the concept of "a brand" and what does that mean to "me". We have developed a new tool that guaranteed can accomplish that with all employees in your client organization.

This unique methodology incorporated in our tool(s) has been proven around the world and discussed in some of the best publications, i.e. Harvard Business Review. Happy to share it with you as this is exactly the sort of project our tool was designed to assist with, that is; level the playing field prior to strategy development, re-structuring and most importantly execution.

-Mark
 
Posted by: W.M.M.A. Member Response
1/3/2005 11:30 PM (CST)
My hat is now in the ring, as well. I will await your contact of me. I do not need to espouse here.

Randall
WMMA
 
Posted by: norquest* Accepted Answer
1/4/2005 1:51 AM (CST)
Hi

I'm sure you will find many qualified people to do this for you in the forum. If you'd like help in evaluating proposals or the processes being suggested, feel free to ask.

Here's a broad method I use
[[[[website deleted by moderators]]]]

This has to be customized to suit different situations but does broadly do what you need to do.

I am located in India, do this because I enjoy it (this isn't my primary business as you will see on website), and what I earn is always determined by the user of my services on the basis of what I deliver (not what I promise).
 
Posted by: SRyan ;] Member Response
1/4/2005 2:22 AM (CST)
Welcome to the forum!

There's a new feature here that you should take advantage of. You can post a project at no charge, and the most qualified Experts on the forum can indicate their interest.

The details are describe in the KHE newsletter from December 30th. Check it out!

- Shelley
 
Posted by: AndrewS Member Response
1/4/2005 5:23 AM (CST)
Shelley beat me to it :-(

Post a Project

Theres lots of us on here with the relevant experience.
 
Posted by: Tamara* Accepted Answer
1/4/2005 5:56 AM (CST)
MMeckler,

Sounds like you have a big challenge on your hands. I have been a brand specialist and business owner for 20 years now. I own a B2B branding, design and marketing firm. My clientele ranges from medium sized (20-200 million dollar companies) to the Fortune 1000.

I have a branding workshop (and branding process) that I offer to senior management. If you are interested I can tell you more. I also have a branding PowerPoint presentation that I developed to help educate senior management (& CEO's) to what branding is and to get them thinking. There is some interactivity allotted in this PP presentation.

I will be happy to speak with you over the phone and answer any questions but I do have to get ready for a new client pitch. Gotta run. I will be tied up all day Tuesday. I will be free some on Wednesday and Thursday afternoon (after 1:00 till 5:30 pm) to speak.

Respectfully,

Tamara C. Richardson, President
Find my email address in my profile.
 
Posted by: mgoodman Member Response
1/5/2005 6:57 AM (CST)
This is what I do for a living, so I would be interested in learning more and perhaps collaborating. I have a recent re-branding project that may have some application here, but I'd have to have more information to know for sure. (Different industry, but same problem.)

Contact me via email and we can set up a time to talk via phone, if you like.
 
Posted by: holm Member Response
1/5/2005 9:07 PM (CST)
Hi mmeckler - looks like you are going to busy. I too would like to offer up my company's services. We have done branding work for a variety of organizations ranging from small mom and pop organizations to fortune 500 firms. Please feel free to contact me for more details. Good luck.
 
Posted by: Jim Deveau/Catalyst* Member Response
1/7/2005 12:40 AM (CST)
Hi:

If you would like to review my profile credentials, I would also like to be considered for your project. I collaborate with a number of skilled experts in this area.

Jim
 
Posted by: rob Member Response
1/7/2005 9:18 AM (CST)
As you can tell, many of us have what it takes to help you find the right solution to your branding issues. I too, obviously, would be available to discuss this project and your needs. I have global branding experience as well as being a designer and writer.

And I agree, the best place for this might vary well be Post a Project.
 
Posted by: thinkmor Accepted Answer
1/7/2005 9:27 AM (CST)
Hi Mmeckler

Are you looking for branding assistance to help on the following:

* Leveraging your strongest brands and maximizing your brand building resources through efficient brand resource management

* Energizing brands to aggresively differentiate against competitors and new emerging sub-categories/categories

* Re-aligning propositions and offerings of your portfolio of brands to reduce customer and internal staff confusion

* Creative implementation and execution for any of the above


Please contact me by clicking my screen name.

Look forward to hearing from you.

Zahid Adil
 
Posted by: ajay Accepted Answer
1/13/2005 3:41 AM (CST)
Hi

The project sounds interesting. May I suggest you to analyse the following:
a) Growth of brand/ sub brand vs market growth over the last 5 years
b) Market share vs market growth of each brand
c) Competitive analysis - market share, market growth and total size of market and their USPs
d) Your competitive advantages
e) SWOT/ PEST analysis

The above info will help you to re-structure/ re-energise your brands.
a) Identify the power brands which have the best potential and best market share & market growth. A thorough ABC analysis will have you to do so.
b) Discard the brands which are not doing well or on the decline. This will have to be done in phases
c) Allocate marketing resources to these power brands to rebuild these brands and to re-align/ reposition according to your TA/ TG

Hope this helps!

Cheers!!

Ajay Nayak
 
Posted by: blanalytics Accepted Answer
1/18/2005 2:13 PM (CST)
I have a suggested approach to your issue. This is based on doing a consumer survey. The survey will first ask behavior type questions like usage and brand preference for all players in the category. Then it will ask consumers to rate brands along various brand features, attributes or image dimensions. From there, I have a tool which will display how each brand is positioned within a 3 dimensional map (this is usually called a perceptual map, except it is diplayed in 3 dimensions instead of 2). From there we have developed an algorithm that maps volume/share into this map. Then given where your target brand is positioned within this map, we can search the space and move it to other and more ideal positioning points. The software will then calculate the resulting share (presumably a share gain) and which other competiting brands it will source business from and by how much.

If interested in finding out more, please email me (click my name).
 
Posted by: Val (Moderator)* Moderator Response
2/4/2005 1:51 PM (CST)
Hello all. I am closing this question, since its more than two weeks old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions.

Thanks, so much, for participating!
Val (Moderator)
 


Get more answers ... ReTweet this!

Would you like to post a response?
Welcome to Know-How Exchange!
This is a collaborative community. We welcome everyone's participation.
All you need to do is login. Enter your account info in the box above (top right).
Not a member? Not a problem. Register here (it's FREE and EASY).




Know-How Exchange powered by MarketingProfs


Sponsored Links

Buy a Link Now

Just Released ... Download Today!
Just Released ... Download Today!
Look inside
Included with Premium Membership
User Name:
Password:
Remember Me
Forgot your password?

Top 25 KHE Experts
(Branding)
mgoodman (14628)
Jay Hamilton-Roth (12310)
JBtron (9848)
thinkmor (8936)
W.M.M.A. (8761)
ilan (7056)
wnelson (6870)
skoobie99 (6868)
mbarber (6365)
PhilGrisolia=Results (6134)
Puru Gupta (5095)
Mushfique Manzoor (3978)
darcy.moen (3958)
SteveByrneBranding (3390)
AndrewS (3093)
Nitin Kochhar (3033)
Peter (henna gaijin) (2838)
Michele (2681)
rob (2596)
Paul Copcutt (2538)
proeditor (2418)
stlubahn (2362)
BARQ (2271)
SRyan ;] (2159)
D4Demand (2155)
Recently Posted Marketing Jobs
Director of Marketing and Communications
Demand Generation Manager
Marketing/Advertising Faculty
Director of Marketing
Market Analyst
Sr. Field Marketing Manager - Business Intell.
Associate Vice President of Marketing and Corporat
Marketing Manager
[more jobs]

Join over 355,000 members ... SIGN UP!

My email address is and I'd like my password to be .

Already a member? Sign In!

My email address is , and my password is .


HACKER SAFE certified sites prevent over 99.9% of hacker crime.