Blog

No logo?

Posted by David Riddle
August 20th 2010

The recent launch of the new Science Museum identity raises for two interesting issues. Firstly the identity of an organisation or institution is not just in the logo and secondly, for national institutions like Galleries, Museums and Libraries – there is often a great and strong connection with the public at large.

A lost opportunity to build awareness for London?

Posted by Antony Johnson
August 6th 2010

Following hot on the heels (or should I say ‘wheels’) of the London Ambassadors initiative launched last week, our Mayor Boris has introduced London’s very own cycle scheme – a sensible and much needed initiative to de-clog the streets and provide a healthier, greener transport alternative. Paris has Vélib, Montreal has Bixi, London has, er, … Barclays Cycle Hire.

The Volunteer brand comes of age

Posted by Bridget Ruffell
July 27th 2010

If even half of what we hear about The Big Society is true, the real challenge for public sector, nfp and charity brands in the coming years will be how to make themselves attractive to the volunteer community. Being a brand that people want to buy or work for is one thing, but being a brand that people feel so connected with that they choose to give their time for free – well, that’s quite another.

Virgin - musings on a cliché

Posted by Chris Wood
July 26th 2010

In a post earlier this month, my colleague Marcus referred to the Virgin brand as “the brand that proves anything is possible”. Eulogising about the Virgin brand has become a cliché. However, one should never ignore a cliché. The fact that an observation is made frequently doesn't mean it's less valid, and the development of the Virgin equity remains fascinating.

A timely launch for a new brand identity?

Posted by David Riddle
July 23rd 2010

This week saw the launch of our new brand identity for Independent Age – the London based charity that provides lifelong support for older people on lower incomes. It’s the same week that David Cameron has launched the Big Society concept – a rallying call for voluntary groups to take control and shape the destiny of their own local community. In short, the Government is looking to the third sector to do more. But can charities fill the public service funding gap?

Airport experiences and brands that deliver

Posted by George Bigden
July 16th 2010

With the holiday season upon us, many of us will be facing up to the usual frustrations of the airport transit experience. But not if your headed towards Singapore and Changi airport. There, the recent launch of Slide@T3, a new 4 storey high curly wurly slide, offers travelers an adrenalin fueled interlude to terminal boredom.

Stretching East - too far?

Posted by Marcus Mitchell
July 9th 2010

Disney announced this week that it is expanding its chain of language schools in China. Are language schools in China a stretch too far for the Disney brand?

iExhaustion

Posted by Marcus Mitchell
June 29th 2010

Ok the latest Apple iPhone launch is a bit ‘buggy’ with its antenna problems and supply shortages, which have been rumoured to be engineered intentionally to heighten its cachet. So what's new? Apple has survived years of iPod poor performing battery stories and going further back the Newton debacle.

But Apple the brand and Apple the business have changed. It's no longer a premium niche brand with adorers who will defend its reputation and buy product whatever. So does this mean the tide in danger of turning for Apple the brand?

Shutter fingers at the ready

Posted by James Huntly
June 23rd 2010

Images are all around us, from supper sized billboards selling us the latest must have gadget, to glossy magazines capturing the latest news and the most recent celebrity shenanigans. On average, our eyes process over half a million images a day…

Big Brother, Wayne Rooney, and the power of employee brands

Posted by Bridget Ruffell
June 22nd 2010

I was watching Big Brother last night – purely in the interests of social research you understand – and I couldn't help be struck by what happens when boredom sets in. Petty niggles, borderline bullying and person after person threatening to leave. Switching over I caught the World Cup pundits discussing what exactly was wrong inside the England camp. Having discounted the idea that all the actual players had gone on holiday and substituted their less talented twin brothers, they reached the conclusion that they were bored.

Sponsorship that’s coming up roses

Posted by Bridget Ruffell
June 7th 2010

We’ve been thinking about sponsorship relationships quite a lot recently at Corporate Edge. It all started when we worked with Commonwealth Games England on a brand for the England team competing at the Commonwealth Games.

A key part of the brief was to develop a brand that sponsors would buy into and we spent time talking to experts about what that might mean. It was clear from this that the relationships that work best are those that appeal to the heart, as well as the head.

Smarter, Faster, Further

Posted by David Riddle
May 14th 2010

We feel incredibly lucky to have been involved in the recent redesign of the identity for Colt Telecommunications. It’s one of those jobs that has been on the radar of many branding and design companies and we were fortunate to land it.

The original identity was created when Colt was launched as an alternative to BT in the early 90’s as the telecommunication marketplace was deregulated. So it’s been around for some time.

A stepping stone for Qatar’s National Vision

Posted by Pierre Vinsot
May 11th 2010

Norwegians and Qataris get along well. At least well enough to invest together and create the first aluminium smelter in the Emirate, and the sixth biggest in the world. It’s a monumental project, and starts with the construction of a power plant big enough to illuminate a city – just to fuel the chemical reaction required to produce aluminium.

The joint venture between Qatar Peroleum and Norwegian Hydro is a huge undertaking in terms of scale, with a site that stretches over a square mile and never-ending lines of casting moulds. It’s also ambitious in its focus on using the very latest technology to ensure strict environmental standards. But the project had an even higher aim than this – to contribute to fulfilling the national aspirations of Qatar.

Launching a new brand for Team England

Posted by George Bigden
November 6th 2009

We’ve just created the new brand for team England, in time for the build up to the Commonwealth Games 2010 in Delhi next year. Working with the likes of Dame Kelly Holmes, Mark Foster and Lawrence Dallaglio has been a heart warming and inspiring journey – even now some of us are still feeling a little star struck!

The brand was launched in Trafalgar Square a couple of weeks ago, with team England out in force driving classic Delhi Tuk Tuks. It was great to see the team and supporters really getting behind the ‘We are England’ and our new and bold lion brand identity.

Ahh… Margate

Posted by Bridget Ruffell
May 14th 2009

One learning from last night’s Apprentice does location branding was that Rome wasn’t built – or rebranded – in a day.

Watching the 2 teams desperately trying to complete a task in two days that could easily take 6 months to do properly, was an important reminder that if you are looking to create a distinctive, credible and inspiring re-positioning of a place, you probably need to give it a bit of time.

Vertex re-brand

Posted by Pierre Vinsot
April 23rd 2009

As part of an ambitious expansion plan customer management and outsourcing group Vertex has this week launched a new brand developed by Corporate Edge.

Vertex has seen significant growth in its UK and North American markets since its separation from water services giant United Utilities. The senior management team are keen to build upon this growth and view the development of a compelling corporate brand as essential to its achievement.

Major charity win

January 30th 2009

Corporate Edge has been appointed to create the new identity for what is to become Britain’s number one charity with focus on Age, following the merger of Age Concern and Help the Aged’s charitable and commercial interests.

Corporate Edge was appointed to the brief following a competitive pitch process. Throughout the brand project, the consultancy will provide support, advice and counsel to the marketing and communications teams to bring together the new organisation’s in­fluencing and public policy work, collective services and products under one new name and brand.

Public sector marketing

Posted by Chris Wood
January 29th 2009

An early mentor observed that any agency worth its salt always operated on two levels… Firstly understanding and meeting the particular brief they were given. Beyond that, understanding, and as far as possible addressing, the issues that kept the client awake at night.

There has been a historically prevalent if slanderous view that the Public Sector has been Fat and Happy, and that as a corollary very little is likely to keep its marketing community awake at night.

Employer Brand of Year

Posted by Bridget Ruffell
November 27th 2008

Global hotel giant and Corporate Edge client IHG last night won the Personnel Today Award for Employer Brand of the Year.

IHG is one of the world’s leading hotel companies with well-known brands including Holiday Inn, InterContinental Hotels and Crowne Plaza. We've been working with IHG to translate their corporate vision into an inspiring and motivating people brand that works across all their hotel brands and markets.

As more and more organisations have realised the importance of employee behaviour as a brand communicator employer or employee branding has become an increasingly significant part of our work.

New brand to boost inward investment for the Thames Gateway

Posted by David Riddle
November 26th 2008

As part of a £600m regeneration programme, Invest Thames Gateway last week launched a new brand and communications programme to attract businesses to the area. Corporate Edge was the agency behind the work.

Invest Thames Gateway was formed earlier this year as a partnership between the three Regional Development Agencies (RDAs) covering the area – those for London, the South East of England, and the East of England (LDA, SEEDA, and EDA*) – together with the Department for Communities and Local Government.

Brand of gold - creating a successful city brand

Posted by Marcus Mitchell
October 1st 2008

How do cities successfully build a name for themselves? Journalist Saba Salman asking our Senior Strategist Marcus Mitchell and other consultants for their views.

Read the article here…

Beyond a Partnership - will BP invest in sustainability for London 2012?

August 7th 2008

Will BP invest in sustainability for London 2012? BP has high hopes for its London 2012 Olympics partnership, claiming both parties share the same values. But will BP put its money where its mouth is by investing in sustainability for the event, or is this relationship just about being ‘seen to do the right thing’?

Read the article here…

Bahrain to London - a creative and motorsport industry showcase

Posted by Chris Wood
July 11th 2008

Key Bahrain business leaders, including International Adviser to the Crown Prince of Bahrain Will Griffiths, attended an event last week showcasing British strength in the creative and motorsport industries.

The event, hosted by HRH Duke of York Prince Andrew, was planned and managed by UK Trade and Investment (UKTI), the British Government department responsible for supporting businesses setting up in the UK and helping British businesses grow internationally.

Alongside Will Griffiths, Bahrain representatives included Chairman of the Bahrain Formula 1 Circuit Salman bin Isa Al Khalifa, First Secretary for the Kingdom of Bahrain Shaika Zeina Al Khalifa, and CEO of the Bahrain Economic Development Board Mohammad bin Isa Al Khalifaand.

New regeneration project

July 8th 2008

As part of the £600m regeneration of the Thames Gateway, leading brand consultancy Corporate Edge has been appointed to develop a brand and communication strategy critical to boosting inward investment for the area.

The appointment follows the forming of a partnership, for the first time, between the three Regional Development Agencies (RDAs) covering the area – those for London, the South East of England, and the East of England (LDA, SEEDA, and EDA).

A tidy profit? Complex brands can be profitable too

Posted by Michael Levy
April 23rd 2008

As a young graduate trainee at Ted Bates Advertising (the now defunct inventors of the USP), I attended a meeting with the global advertising manager of a very famous cigarette brand. “I have called you down here because I want one global campaign for one product” – was his opening salvo. My account director asked why and the reply he got was “Look at my wall – it’s so untidy with all these different campaigns and product variants”. But does tidiness make money?

Likemind

April 21st 2008

The Corporate Edge Group today announced that its corporate communications business will be changing its name to Likemind.Corporate Edge Branding will continue to trade under the Corporate Edge name.

The name change reflects a desire to offer clients greater focus in both branding and communications. It also reflects some of the things that have happened to the business and some of the developments in the wider business of communications.

Kia Europe launch

Posted by David Riddle
April 1st 2008

Kia Motors Europe has embarked upon an extensive brand building programme to position itself as a major European car manufacturer. This has involved Kia working closely with Corporate Edge on two significant projects that are now being rolled out throughout Europe.

The first project involved Corporate Edge developing employee communication materials to brief employees on the background and rationale of the Kia brand for Europe. A brand book, brand leaflet, brand posters and a brand film were originated, designed and produced by Corporate Edge. These materials are now being used as the core materials for the employee communication programme involving workshops, presentations and interactive sessions.

The next generation of location brands

Posted by Marcus Mitchell
February 8th 2008

Many techniques have been developed over the last fifty years to use the idea of branding as a commercial and strategic tool. This started in commercial organisations, and has been translated into areas including the public sector and tourism. Destination branding (branding a location for leisure and business tourism) principles and methods have been developed over the last thirty years. The idea of a holistic or umbrella location brand embraces destination branding, but is different because it sets out to build a brand strategy and execution for a wider set of audiences (e.g. education, inward investment, as well as local (internal) audiences).

The idea is based on a premise which is so basic that it doesn’t merit the title ‘insight’. It is simply this – you can’t compartmentalise a location’s re­putation – this year’s tourist, could be next year’s inward investor or parent putting a child through college.

Durrat Al Bahrain

February 5th 2008

Last week saw the launch of a brand for one of the biggest and most ambitious property developments the Middle East has ever seen. The brand was developed by Corporate Edge.

Durrat Al Bahrain is an inspiring place. Built on reclaimed land, it rises up out of the sea and features islands with luxurious villas and beaches, a championship golf course, a marina, and a city centre full of shops, restaurants and other amenities.

New brand for Edinburgh Castle

Posted by Anthony Jonson
February 1st 2008

A new brand identity developed by Corporate Edge has been launched for Scotland’s leading visitor attraction, Edinburgh Castle. The distinctive new brand, featuring a logo of a mighty lion on a rock, has been created as part of Historic Scotland’s strategy to further enhance Edinburgh Castle’s status as a world-class visitor attraction.