Liquid wins REBRAND 100 Global Award for the branding of Aviat Networks.
Winning awards is always flattering. It means that respected professionals think you do the kind of work that sets new standards in the industry. When that type of recognition comes with an international pedigree, then it’s something worth celebrating. And, that’s why we’re excited to announce that Liquid won a 2011 Rebrand Global Award for the rebranding work we delivered for Aviat Networks.

…

Winning a REBRAND 100 Global Awards is a significant accomplishment.
The REBRAND 100 Global Awards is the first and most respected recognition for repositioned brands from across the world — meaning a brand “transformation”. Featured in publications like The Wall Street Journal, CNN Money and Bloomberg Businessweek, this annual competition receives entries from global organizations, Fortune 50 corporations, small businesses, entrepreneurs, nonprofits, cities, and universities from around the globe. Some past winners have been based in Brazil, Canada, China, India, Italy, Lebanon, Romania, Australia and the United Kingdom, in addition to the US.  Aviat Networks was selected for a 2011 Rebrand 100 Global Award of Distinction.  “We are honored to receive this award. This is a significant global competition, and it’s nice to know that we can compete with some of the best agencies in our industry at a global scale” said Alfredo Muccino, the Chief Creative Officer of Liquid Agency.

… 

A distinguished panel of judges selects the winning entries.
Each year, a multidisciplinary mix of respected international industry experts gathers to jury the competition. The entries include before and after examples of the work with written summaries outlining the strategic thinking behind the design execution. Some of the criteria used to evaluate the viability of the work includes:

• A clear evolution or transformation to meet strategic objectives
• Exceeded expectations and/or incorporated an element of surprise
• Spurred an emotional connection in the target audience
• Intelligently executed and capable of being implemented across a variety of media

…

Aviat Networks underwent a major transformation.
Our client was originally known as Harris-Stratex, however, due to a change in ownership and a shift in its business focus, the company needed to evolve its brand.  Liquid was hired to  manage the brand transformation process. This extensive project included crafting a brand strategy and messaging platform, developing a new name, and designing a comprehensive identity program. Today the company is known as Aviat Networks and has quickly developed a reputation as a leading provider of end-to-end wireless solutions to clients that include public and private telecom operators in countries across the globe. Click here to read the full case study.

Author: Alfredo Muccino
Category: Brand Identity,Brand Naming,Brand Personality,Brand Strategy,Brands in general,Global Branding

Some brands create such strong customer communities that they are practically cults.
Apple, the Grateful Dead, and Harley Davidson are a few good examples. The customers for these brands become part of a tribe – with its own culture and sense of belonging. The brands that succeed in creating such a strong connection among its customers and employees benefit from exceptionally high levels of loyalty, to the extent their customers rarely practice brand-switching – instead, they actually promote the brand actively – and often try to convert others into becoming “brand believers”.

I am curious to see if anyone has any thoughts on how do companies create such strong affection for their brands that their customers are compelled to become active brand champions? Does this phenomenon happen on its own…or is there a secret to help it along? If so, what are the programs that are put in place? How are they run? What are the strategies and tactics that turn average customers into brand advocate superheroes? On the other hand, in your experience what have brands tried that simply does not work?

Your thoughts and ideas are welcome. We look forward to hearing from you!!!

Author: Alfredo
Category: B2C,Brand Differentiation,Brand Equity,Brand Identity,Brand Management,Brand Naming,Brand Personality,Brand Positioning,Brand Promise,Brand Relevance,Brand Strategy,Brands in general,Competitive Advantage,Emotional Branding,Environments,Global Branding

Is it just me or is 2009 going to be the Year of the Rebrand?  From political parties to Pepsi, from banks to bailout programs - every day companies, countries and entire industries are trying to transform themselves.  Some rebranding efforts, like those coming from beverage giant PepsiCo seem purely cosmetic with not much changed besides the exterior package.

More interesting to watch will be those coming from the troubled financial industry where Wall Street and Main Street banks must rebuild trust in their brands while simultaneously grappling with how to integrate acquisitions or spin off once powerful brands. These financial industry rebrands will be challenging which makes them fun to watch.  Here are a few rebrand moves that brand marketers will find interesting.

Bank of America deals with the Bull

Over the years, Bank America has abandoned dozens of acquired institutions brand names opting to bring them into the B of A fold.  Now the bank is breaking with tradition as it combines operations with its latest $24 billion dollar purchase – Merrill Lynch.  This time, both the Merrill Lynch name and iconic bull logo will survive.

Here’s how they plan to manage the two brands:Bank of America Merrill Lynch will be the name of the new corporate and investor bank. It will fly under the Bank of America flag identity. Merrill Lynch Wealth Management will be the combined firms’ financial advisory, brokerage business – this group will retain the iconic bull logo.I’ll be curious to see how this dual brand strategy plays out over time – provided B of A gets through its latest public relations disaster. AIG subsidiary runs away from homeAIG Financial Advisors, a subsidiary of bailout poster child AIG is changing its name in an effort to distance itself from its continually troubled parent.  But rebranding itself as SagePoint Financial – seems a bit hard to swallow.  I have a hard time associating wisdom and knowledge to anything ever connected with AIG.  Perhaps this rebrand should be put on pause – allowing the company to rethink how it should move forward – keeping in mind that a brand is not what you say it is – it’s what customers say it is.  They’ve got a difficult and maybe impossible task ahead – but this rebrand went too far.Watch for more posts coming on the financial industry’s rebranding efforts – I’ve got to think this is only the beginning.

Author: marthab
Category: Brand Identity,Brand Management,Brand Naming,Brand Positioning,Brand Strategy,Financial Services,Global Branding