Challenge-

I am heading marketing in ABC and my groups challenge is to improve on branding and establish  brand architecture for ABC .A well-defined brand architecture helps drive effectiveness in a brand  portfolio. When brands and their roles within a portfolio are clearly defined, there is internal and external clarity on  what the brands stand for a how a brand relates to other brands. A defined architecture helps present the brand  consistently across geographies and touch points. Clarity and consistency drive efficiencies – in marketing spends, in  synergizing efforts consistency and efficiency enhances the effectiveness of the brand in stronger brands.

We are, for the first time, defining a brand architecture strategy for the ABC. This will help us  leverage our most precious asset other brands in our portfolio to the fullest extent. Put simply, we are developing a  framework to help us decide on how we use the ABC brand, how we relate other brands to  ABC and finally, how we best present the ABC brand to the internal and external  world.

Selection-

My team has gone through several design thinking activities/tools, therefore we decided to start with learning  launch tool followed by Visualization, or Visual thinking. By using Learning launch we can experiment to quickly test  an idea and prototype for Visualization. Visualization, or Visual Thinking, was used to achieve a shared  understanding of a problem space among a diverse group of stakeholders (Manufacturing /Sales /After Market etc.)  before attempting to identify and define possible solutions to the problem.

From Week 4 –We can quickly learn to develop prototype of designs /logos and from Week 1 we can put prototype  to get stake holders to add value by feedback through visualization.

Application -

By using Learning launch 1st , we use the term “wordmark” we are referring to the “ABC” mark. The  millennium logo is the symbol that currently goes with the wordmark.

The following will be the changes resulting from the brand architecture exercise:

• A coherent, simple brand architecture strategy, for The “ABC” word mark is being refreshed

• The brand will be presented in a darker shade of the ABC red - the color red becomes the primary  color of the brand.

Our team completed an anonymous survey. The surveys included questions about our new, proposed millennium  logo and color, understanding feelings /perceptions about the change.

For our second learning launch, we focused on gaining clarity about implementation and deployment.

• The millennium logo becomes a product badge for the mobility products and will not be used at the corporate  level

• A graphic element, the Ridge, has been introduced

• Brand voice (how the brand speaks, in the printed form) principles have been developed

All the changes listed above are the result of feedback received from internal and external stakeholders. We  conducted an extensive global research study to evaluate all the elements of the ABC identity mark,  the colors we use in our visual system etc.

Insights-

By applying Launch tool research informed us of the need for change and also provided insights into the direction  and extent of change. The symbol that currently goes with the wordmark. New Wordmark the following are the  changes, resulting from the brand architecture exercise:

A coherent, simple brand architecture strategy , for all group companies to follow the “ABC” word  mark is being refreshed .The brand will be presented in a darker shade of the “ABC” red ; the color  red becomes the primary color of the brand

The millennium logo becomes a product badge for the mobility products, products and will not be used at the  corporate level A graphic element, the Ridge, has been introduced Brand voice (how the brand speaks, in the  printed form) principles have been .

The decision to define a brand architecture strategy for the group was taken around the time “ABC”  was approved.

This exercise is the result of the group’s intent to build a strong global brand and the change will help us achieve our  aspiration.

All the changes listed above are the result of feedback received from internal and external stakeholders.

The brand logo of “ABC” is a pictorial representation of how the brand is interpreted within the  organization. This illustration helps us understand how the brand aligns with the vision of the organization. The  overarching Core Purpose acts as the rationale behind which every employee of the organization works. This is  supported by the brand pillars that hold everything together. The core values act as our guiding foundation to  balance the strong tenets surmised in the brand pillars.

OLD LOGO                                                                                                                     NEW LOGO

Approach-

Brainstorming sessions led by ‘Design Thinking’ were conducted and learning launch and Visualization  were chosen as tools to move forward.

If it looks good, you'll see it. If it sounds good, you'll hear it. If it's marketed right, you'll buy it.  “ABC”   always churns out products that look good and they certainly market it right! The  process of creating these products involves a dedicated and disciplined workforce and most importantly,  creative minds. However, creativity flourishes in an environment, where everyone is willing to embrace  change.

Earlier, the brand identity was about the celebration. The idea was centered on the belief that  “ABC”   are second to none, and that through the quality, reliability and durability of  “ABC” products and services, the group would prove that to the world. But in a changing  world, with “ABC”  strongly established in the global economy, and with the group's own  businesses expanding to new sectors and new geographies, the our leaders felt that its central ideals  needed to be redefined.

Thanks   Ahmed

