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Mars

The American family-owned business Mars has become one of the world’s leading manufacturers of brands worldwide during it’s past 100 years of existence, with a strong market presence in Germany since 1960. The Brand Union Hamburg has been looking after various brands in their petcare, chocolate and food categories on an European level since 1995.

Dan Ellis

Creative Director
Singapore

Hi, Dan here. I’m a Sydney boy, shipped off to Singapore over four years ago and never looked back.

Currently I head the creative teams in Singapore and Indonesia, busy creating and transforming brands across the region at lightning pace with thunderous results.

I’m often asked, ‘So, do you like Singapore?’ Yes, I do, but what I love most is living in South East Asia. The people, the pace, the culture and the food … oh how I love the food!

Seen and Noted:

20 Years of Dazed & Confused

London’s Somerset House plays host to a fascinating exhibition chronicling twenty years of Rankin’s iconic Dazed & Confused magazine. The style and culture title has been a launchpad for many creatives and artists since it’s inception in 1991. The free exhibition runs until 29 January 2012 at Somerset House.

The Coca-Cola Company

Over the last few years, The Brand Union has worked with multiple divisions across The Coca-Cola Company. Teams from our New York, London, Paris and Singapore offices have partnered with their global design and innovation groups, as well as regional brand marketing teams to develop a range of initiatives from brand strategy to visual language systems to pack design.

Our work has impacted their leading brands, including Coca-Cola, Sprite, and Minute Maid, as well as cross portfolio initiatives focusing on sustainability.

 

 

Cape Town

The Brand Union Cape Town’s workspace, best described as an urban playground, is a home to almost 20 creative individuals. Based at the Old Castle Brewery Building in Woodstock, in the heart of Cape Town's new creative hub, the agency prides itself on making brands beautiful.

We are not only surrounded by breathtaking views of Table Mountain and the harbour but also by objets d'art' such as a Heath Nash full-colour flowerball light and Paul Smith luminous bunnies.

Cape Town

The contemporary office space is shared by an eclectic mix of people with skills ranging from Identity Design, Brand Experience, Packaging, Brand Engagement and Strategy. We’re united by one common thread: a dedication and commitment to brand excellence.

Cape Town

We are not only surrounded by breathtaking views of Table Mountain and the harbour but also objects d'art such as a Heath Nash full-colour flowerball light and Paul Smith luminous bunnies.

Our African offer is quite unique. We provide a deep understanding of the use of branding and design to effectively drive business success in developing markets. We are able to achieve this by utilising the skills, knowledge and expertise gained through our exposure in the international arena as well locally on our continent.

We provide a custom solution to our clients by marrying our international & local experience, to create a tailor-made branding solution. We apply these solutions appropriately to deliver brand led business growth in your markets, without losing the local flavour of the brand

Cape Town

Old Castle Brewery Building
402 The Studios, 4th Floor
6 Beach Rd, Woodstock
South Africa

T +27 21 486 8500
F +27 447 3276

General Contact:  info.cpt@thebrandunion.com
Human Resources:  careers.cpt@thebrandunion.com

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Stockholm

The Hitech Building, right in the heart of the city, that’s the spot for The Brand Union Stockholm. We are the leading brand and design agency in the Nordic region. Hans Brindfors founded the company in 1996 and since 1999 has been part of The Brand Union’s global network.

We help market leaders and brands with the ambition to stay or become the best. We attract companies that believe in the importance of business driven brand growth. We strive to always have the most talented people who look for simplicity and know how to implement a process of change. Knowledge of the local Nordic market and experience from more than 20 international offices guarantees that we always start from the client’s business.

Stockholm

The Brand Union Stockholm
Sveavägen 9-11
P.O. Box 7042
10386
Sweden

T   +46 8 440 80 00
F   +46 8 21 02 99

General Contact: info.sto@thebrandunion.com
Human Resources: careers.sto@thebrandunion.com

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visionapp

A new brand vision for visionapp

visionapp is a leading player in the cloud computing and software as a service (SaaS) market. Formed as a spin off out of the Dresdner Bank, the company needed to differentiate itself in what remains a cluttered and crowded marketplace. We were tasked with creating a new identity that would strengthen the business positioning and could be seamlessly applied across its sub-brands, including the modular product brand CloudFactory.

visionapp

The “Cloud Identity”

We developed a design concept that truly embodies the positioning, bringing the dynamism and flexibility of the cloud to life, as seen from the end-user’s perspective. While the competitors focus on explaining the workings of the cloud, our concept is centred on the view that ‘the cloud is in your hands’, with the unconventional ‘birds-eye view’ photography demonstrating the view from inside the cloud, into the customer’s world.

The concept deploys a distinctive brand iconography and a system of individual colour coded logos for each product module, providing simple navigation and a strong brand umbrella over the entire portfolio.

visionapp

The next generation of cloud computing

visionapp chose to launch the brand at the 2011 CeBIT trade show, presenting their concept of the next generation of cloud computing to a broad range of ICT professionals and it was resounding success. As Marina Walser, CMO visionapp AG commented “The large number of compliments from our peers in the IT industry and our clients was only exceeded by the overwhelming feedback from our own employees.”

“From the first brief to the strategic and creative development, right through to implementation, The Brand Union team did a great job. The new CI reflects the internal values and communicates the character of the brand, products and employees in a perfect way.”

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News:

The Brand Union Paris is Agency of the Year – Again!

The Brand Union Paris has been named Design Agency of the Year in the 32nd Grand Prix Agency of the Year Awards – for the 2nd time!

The annual awards organised by the Institut National de la Proprieté Industrielle recognise communications and marketing agencies based on their year on year growth, new client acquisitions, customer loyalty and creative awards wins. This is the second time that The Brand Union Paris has received the accolade, having received the award in 2004 too.

Stephane Ricou, CEO of The Brand Union Paris said “We are delighted to receive this award, and not for the first time! It is a testament to the hard work and dedication of our whole team here in Paris especially our MD Céline Derosier, and is a result of the excellent client relationships we have here and across the Brand Union network.”

The Brand Union works with major clients out of the Paris office including Henkel, Daniel Jouvance, Heineken, JTI and Pernod.

Press:

Ambrish Chaudhry Talks to Campaign Magazine about Celebrity Endorsement in the Middle East

Published by: Campaign Magazine
Featuring. Ambrish Chaudhry, Strategy Director The Brand Union Middle East

Some see celebrity endorsements as worthy, while some are not convinced. We ask two senior industry figures if brand ambassadors are indeed a waste of brands’ money.

Aren’t brand ambassadors an irrelevant add-on, hitched onto the lazy and uncreative ‘celebrities are cool’ bandwagon?

Given the many unoriginal, uncreative celebrity campaigns out there, one would not be wrong to associate endorsements with lazy marketing. However, celebrity endorsements used in a compelling manner can provide tremendous breakthroughs and a potent means of standing out in a cluttered market. Some very big brands have been built on a history of relevant celebrity endorsement.

UK supermarket Sainsbury’s claim that TV chef Jamie Oliver’s ad campaign for the company was responsible for a quarter of its profits in 2002. Is that level of brand ambassadorship possible in the region?

The key reason for the success of the Sainsbury’s association with Jamie Oliver was ‘authenticity’. Not only was it evident that Oliver knew what he was talking about in the Sainsbury’s commercials, but he also worked behind the scenes with the supermarket on its products. For a regional association to be this productive, marketers and advertisers need to think beyond just popularity while choosing the apt brand ambassador. Remember, you can’t fake authenticity.

What are the metrics for a “successful” brand endorsement campaign?

To arrive at the right metrics, marketers need to first answer what was the objective of the endorsement. If the objective was to achieve cut-through and awareness, it should be measured accordingly and if the objective was a change in image or a rise in sales then that is where the focus in measurement should be. Safe to say you can’t comment on the effectiveness of the endorsement till you’ve clearly identified the reasons you needed one.

Does the use of a brand ambassador represent a lack of confidence in the brand’s product offering?

Endorsements are expensive and need nurturing, so investing in something when you don’t have the belief in its success would be counter-productive. In fact, compelling strategic endorsements can clearly demonstrate the faith that the organisation has in its product.

What has been your favourite brand ambassador campaign in the region, and why?

Olay’s choice of Nadine Labaki is interesting. As a talented, driven, hard working and successful person, Nadine is a strong icon for women in the region. She is well known for her work and in associating with her Olay is seeking to become the choice of time-poor women who prefer brands that can fit into their lifestyle.

Dale Williams

Account Manager
London

Hello. My name is Dale and I am an Account Manager on the consumer team in the London office. My day to day pretty much consists of lots of talking: chatting away to designers, briefing and reviewing great creative work, as well as interacting with the client, ensuring all that we do is received well and on brief. The great part about product branding is the accessibility of the designs you’ve helped create when they’ve been launched and are in shops and on the high street, available for purchase.

Originally a country boy, I moved to London after university to explore the great culture here, create new friends and experience as many interesting and diverse things as possible.

 

Graham Hitchmough

Regional Director
ASEAN

My career to date has taken me from London to Singapore, via Thailand. Every step of the way – including Ogilvy & Mather London, WCRS, Coley Porter Bell and Blue Marlin – has been the result of a little bit of planning and a lot of luck, and has resulted in the opportunity to be involved with countless great people, great work and great brands.

Now happily in Singapore, I am still surrounded [made to look good] by great people and am enjoying having a front row seat as Asian brands take on the world.

Henkel

For more than 20 years, The Brand Union has been a strategic partner to Henkel in the home care and cosmetics categories. A broad portfolio of successful power brands, ranging from Schwarzkopf, to Fa, Right Guard, Theramed and many others, have been designed by The Brand Union.

The Brand Union Paris has been the strategic and creative partner of Henkel Int. Adhesive technologies Division since 2009 and is currently working on the 2 major global brands: Pattex and Loctite for which we ensure all major developments. A great relationship with the client has expanded over the years and we are now working hand in hand on a daily basis for Relaunch projects, Brand stretches, Innovation programs, Training sessions, and strategic and creative Consultancy.

Bangkok

The Bangkok office is located at The Offices at CentralWorld – right in the heart of this spirited metropolis amidst Bangkok’s finest brand worlds.

Cozy cafés, luxurious hotels and spas, dazzling shopping complexes, and unique design boutiques are just an elevator-ride away – this of course explains why our meeting rooms are always fully booked weeks in advance.  To our clients and business partners, a visit to our office is simply a great excuse to get away for a productive yet fun and refreshing day.

We are a small team of designers and strategists. We work closely together to inspire one another and to conjure the masterful blend of art and science. From Artistree to Enterprise IG to Ogilvy Brands by Design and now The Brand Union, we have evolved our brand, our approach, and our capabilities over the years – a testament to our belief that brand building is a lifetime journey and a reflection on the power of
brand-driven growth.

Bangkok

The Brand Union Bangkok
14th Floor, The Offices at Centralworld
999/9 Rama I Road, Patumwan
Bangkok, 10330,Thailand

T  +66 (0)2 205 6000
F  +66 (0)2 205 6565

General Contact: info.bkk@thebrandunion.com
Human Resources: careers.bkk@thebrandunion.com

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Thought:

Your Brand is Your Reputation

Published by: Irish Marketing Journal
By: David O’Connor, Managing Partner The Brand Union Dublin

When it comes to rebranding, for whatever reasons, there are a number of key issues that need to be prioritised. Get them wrong and you run the risk of failure, writes David O’Connor in Irish Marketing Journal.

There has never been a more critical time for businesses to align and position their brand in a relevant and compelling manner. Increased competition, a changing economic environment, restructure, mergers and acquisition all signal a change to the marketplace and require an aligned brand experience.

For many businesses this attention to brand is a new phenomenon and some are struggling with it. Specifically with the concept of ‘brand’, the understanding of ‘value beyond price’, brand differentiation and the increasing commoditisation of their sector.

Rebranding may provide a solution to these problems. But this decision should not be made lightly, which is why many businesses engage branding professionals, not just to rebrand but to facilitate a decision on rebranding; to evaluate the bottom line benefit before committing the business to invest in what many believe to be a marketing only exercise.

There are many issues facing businesses in the context of rebranding, not least a common misunderstanding of the role that brand can play. Brand to many is an output of communication planning and solely the responsibility of the marketing department. Until businesses integrate brand and business at board level, branding will only provide superficial relief to a deeper problem.

Brand, as opposed to identity, is the perception a customer has about a business or product. It is the sum of the experiences, direct or indirect, passive or active that a customer has. Experience brings meaning to identity. Experience builds reputation. Brand is reputation.

So when rebranding, here are four central issues that need to be considered:

1. Align your business and your brand strategy:

Whilst business strategy defines a vision and a mission it doesn’t always define how a customer should regard the business, in other words the kind of reputation it needs to achieve its mission.

More enlightened businesses are moving their brand from being an element of their communication strategy to becoming a central organising principle that drives performance, culture, experience, action and value. They do this by aligning a key customer insight with a promise to the market and then mobilising and motivating every department around that promise in a planned strategic way. In doing so, managing reputation becomes the mandate for every department and every employee. In this way, brand lives at board level and delivers bottom line results.

There are many examples of this in the marketplace today. Volvo would not have achieved a reputation for safety and reliability without aligning R&D, procurement and manufacturing in the process. Every single employee at Tesco knows what ‘Every little helps’ means to the business, to them and to the customer. Ikea have not risen to the heights they have without aligning everyone to ‘create a better everyday life’.

Defining what they want to be known for from the outset and aligning all business activities to that, integrates brand with business strategy in a way that is powerful and differentiating for the customer.

2. Align your stakeholders:

Business is personal and many people will have opinion and influence on the outcome of any rebranding process. It is important to map all stakeholders from the outset and plan to what degree they need to be involved in the process and why.

Rebrand for many will mean change and people are innately resistant to change. Merger and acquisition is a familiar catalyst for rebrand which can be latent with emotion. Keeping stakeholders involved from early on is important to avoid the programme becoming a battleground.

3. Align visual change to the degree of desired perception change:

The extent to which a business changes its identity should reflect the degree they want their customers’ perceptions to change. Whatever route you take, be that refresh, evolution or revolution, change should be communicated clearly. To the general public a logo change means management change and therefore service level change. This could have a negative impact if not communicated correctly.

4. Align your people:

With the business strategy aligned, your people need to be aligned also. Brands promise and people deliver. It is that simple. You can imagine the mood at the Avis desk if a customer has to wait too long or if the car is not ready on time. “Try harder buddy”. For the rep to avoid such derision, the computer system needs to be working, the valet needs to be scheduled and efficient, the cars need to be distributed to meet the demand and so on.

In summary, there are many issues a business may face when rebranding. Understanding the opportunity of aligning brand strategy to business strategy is the first and most important step to successful rebranding. Without this it will just be a badging exercise. If you are thinking of rebranding but will be unable to back it up with evidence and proper tangibles that benefit your customers, then maybe think again?

Fa Nutriskin

Fa NutriSkin – Creation of a New Sub-brand for Europe & CEE

One of the current top trends in the body care market is ‘nutritional cosmetics’, - body care products that have a nourishing effect on the skin. Our long-standing client Henkel was striving to make its mark in this new product category with Fa NutriSkin, Fa’s first sub-brand comprising of an entire product range. We were tasked with developing the concept and design for the range (including shower cream, cream bath, deodorant, body lotion and cream bar) and bringing three distinct product categories – hand, body, and deodorant – under one umbrella brand.

The challenge: Fa is well positioned in consumers’ minds as a brand that offers ultimate feel-good freshness. With NutriSkin, Fa was looking to extend this positioning by highlighting the scientific sophistication of the range, and its nutritional qualities, which needed to be reflected in the brand and packaging designs.

Fa Nutriskin

Bringing NutriSkin to Life

For Fa’s new sub-brand, we created a coherent brand architecture, design concept and packaging design. In order to bring the NutriSkin concept to life, visual cues were taken from both the cosmetics and science category. The silver finishing and high proportion of white communicate intensive care, while the ball icons symbolize the multifunctional performance of the product’s seven nutrients.

Fa Nutriskin

Beyond Freshness & Fragrance

Fa’s innovative body care range is a great success with consumers who are excited by the combination of intensive nourishment, feminine fragrances and multifunctional performance.

“For Fa, NutriSkin represents a new dimension in the body care market, and is leading the way in the deodorant, shower gel and body lotion categories. The NutriSkin brand effectively positions itself as a scientific approach to body care whilst simultaneously reinforcing Fa’s brand claim ‘Feel Fantastic’.” Thomas Geister, International Director Brand Management, Fa

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Moscow

Although The Brand Union has worked in Russia for many years with some of country’s most iconic brands, the Moscow branch is one of the youngest offices within the network. We are excited to have a presence in this exciting, vibrant environment, where a lot of development and progress is being made now.

Moscow

Within a short time, The Brand Union Moscow has already built a strong professional team, able to cover all the key areas of our offer: brand strategy, identity and employee engagement. Our Moscow office combines the local insights and market in-depth understanding with the international know-how, methodologies and experience. Depending on the project nature and client needs the agency is able to work both independently and in cooperation with the network offices having the most relevant expertise and credentials.

Moscow

The Brand Union Moscow Russia has a wealth of experience of working for the development and strengthening of various brands for the following clients: Japan Tobacco International, Henkel, SAB Miller, P&G, Sony, Pernod Ricard, Veda, The Russian Museum.

Moscow

Our Moscow office is located in the centre of the city near the Kitay-Gorod metro station. We are a few steps away from the famous Red Square. The dynamic energy of this area fills our office. The fourth floor of our renovated limestone building is the ideal environment for creativity and ideation. Our open workspace has one of the most stunning views in the city. And, our address provides us the opportunity to reach all major businesses in less than 30 minutes.

Moscow

The Brand Union Moscow
9, M. Ivanovsky Pereulok
109028
Moscow
Russia

T   +7 499 764 98 50
F   +7 499 764 98 15

General Contact: tbu.moscow@thebrandunion.com

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Madrid

With nearly 10 years of experience, The Brand Union Madrid is a key player within the Spanish branding sector, having worked with some of the most renowned companies in Spain. From corporate to product branding, we work with our clients to create powerful brand worlds aligned with business strategies, which build long-term value by guiding the company, inspiring employees and creating a compelling destination for consumers.

Madrid

We are a sound international and multidisciplinary team of branding professionals, run by an experienced managerial board with consultants, analysts, designers and communication experts. Our expertise is based on a deep know how achieved through many different sectors - from finances to transport & logistic services, from food & beverages to non profit organizations. This allows us to provide a complete set of strategic and design solutions, being able to face any type of branding challenges.

Madrid

Part of our spirit lives within brands such as BBVA, Vodafone, Aena (Spanish Airports Network), Adif, Fundación ONCE or Sanitas and in the new brands of Rioja Wines, Liderpapel, CajaCanarias, Noatum or Corporate Excellence – Centre for Reputation Leadership.

Madrid

The Brand Union's Madrid office is in a focal part of the city, between the top business area of La Castellana and the fashionable and bohemian neighbourhoods of Malasaña and Chueca. This mixture of logic and passion provides an ideal location for our office that, day by day, inspires our creativity.

Madrid

The Brand Union Madrid
C/ La Palma, 10
28004
Spain

T   +34 91 592 32 10
F   +34 91 592 32 81

General Contact: info.mad@thebrandunion.com
Human Resources: careers.mad@thebrandunion.com

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Press:

Richard Bates on Raising the Bar of Creativity with Consumers

Published by: Steve Mullins, brand-e.biz
Featuring: Richard Bates, Chief Creative Officer, The Brand Union New York

A number of brands are doing a really good job developing innovative and memorable brand experiences, especially for certain consumer niches. But their creativity has raised the bar much higher, and that is challenging, writes Steve Mullins.

“The newness, the novelty is passing and the sheer amount of [campaigns] is only going to increase,” says Richard Bates of The Brand Union. “If the pattern continues, and my favourite brands continue to ask for more and more one-on-one quality time with me, whether it be online or in physical pop-up form, I’m going to demand more and more value from them – whether it be entertainment or financial – for the quality time. Like any successful long-term relationship, I will need to be getting as much as I’m giving”

For the moment, though, initiatives based on co-creation continue to ask a lot of the consumer. Take Harley-Davidson’s Fan Machine app, which launched on Facebook in November. It asks fans to review ad briefs and also tasks them with submitting ideas. The brand certainly wants big fans to spend more time in the marketing mix.

News:

ABSOLUT MIAMI

In January 2012, the world’s most iconic vodka introduces its sixth limited-edition, city-inspired flavour, Absolut® Miami.

Responsible for the work, global branding agency The Brand Union’s Daniel Andersson (Creative Director of The Brand Union NY) talks about the development of the design: “Absolut is an iconic brand and we wanted to continue the success of it’s city series by bringing Miami to life on the bottle, while also telling a story and encompassing all the attributes, quirks and spices of this amazingly diverse and passionate city”.

Absolut Miami follows on the heels of the successful collaboration the agency has had with the brand on its limited editions including Absolut Brooklyn in 2010, and Absolut SF in 2011.

The Brand Union was challenged with developing a truly inspiring concept delivering a design that resonated with the free-spirited people of Miami and the greater Florida area. Maxime Kouchnir, VP Marketing at Pernod Ricard stated: “The Brand Union has a keen understanding of the cultural nuances that play a critical role for our city series. Their work in bringing these cities to life through a bottle design that’s a whimsical wink and a knowing nod to what defines Brooklyn, San Francisco, and Miami is a sheer testament to their immersion and research in these markets”.

The design needed to move beyond the flavour, a refreshing blend of passion fruit and orange blossom. This fusion of flavours echoes the hot climate and passionate fire of Miami with under-tones of the ever-present Floridian orange. The brand looks to take the consumer on an adventure from dusk ‘til dawn through the city, indulging the senses in the vibrant beat of the nightlife that Miami has to offer.

Andersson said: “This is the absolute taste of a city through design – Bienvenidos a Miami!”.

 

Abu Dhabi

The Brand Union launched its office in Abu Dhabi in 2008 and has played a leadership role in shaping the brand landscape by partnering with leading destinations, corporations and authorities to build value through their brands. Our work includes the development of the Mubadala Corporate Identity, brand creation of the flagship Desert Islands and Saadiyat Island projects for TDIC (Abu Dhabi Tourism Development Authority), and the brand development and custodianship for Sorouh and the Abu Dhabi Authority for Culture and Heritage. We also developed and launched the brands for two start-up businesses, Yahsat and Caracal which are now both significant contributors to the Abu Dhabi Economy.

Abu Dhabi

The Brand Union
Al Niyadi Building
9th Floor, Office No 904
Airport Road, Abu Dhabi
PO Box 107367
United Arab Emirates

T   +971 2 4437828
F   +971-2-443-9088

General Contact: info.abu@thebrandunion.com
Human Resources: careers.abu@thebrandunion.com

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Absolut Company

The original design of this iconic brand by Hans Brindfors, now Creative Director of our Stockholm office, has reinvented itself continuously, always staying true to the core idea. Many creative contributions continue to add to the brand’s richness, gaining enormous design recognition across the world, with the bottle always being the hero. From sketchings on the bottle to the little medallion depicting L.O. Smith (the godfather of Absolut) this brand has become one of our most published pieces. What we didn’t know then but learned a few years ago was that the location where we created the Absolut bottle in ’78 was actually the flat where L.O. Smith lived circa 100 years earlier. It must have been the spirit of Absolut in that house!

On the next slide, Anna Kamjou, Global Director Design Strategy for The Absolut Company talks about our design partnership.

Absolut Company

Anna Kamjou, Global Director Design Strategy for The Absolut Company talks about our design partnership.

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Singapore

The dramatic new space shared by our Singapore office and Ogilvy and Mather on Robinson Road perfectly epitomizes vibrant multi-layered modern Singapore. Situated half-way down one of Singapore’s oldest streets, the gleaming tower with its cutting edge interior design overlooks many of Singapore’s local treasures and heritage sites, while itself being overlooked by the sky-scraping new construction emerging on downtown Marina Bay.

The converted conservation shophouses on the outskirts of nearby Amoy Street serve as reminders of Singapore’s trading past while at the same time serving as one of the centre’s of the City’s world class media, design and hospitality industries. Behind and to the east of the office the sparkling future of Singapore takes shape in the form of the new financial district and the unmistakable outline of the Marina Bay Sands integrated resort.

Nowhere else can one better feel the beat of this amazing City’s pulse, sense its colourful past and feel a part of its influential and creative future.

Singapore

Great brands depend on great people. With over a decade of experience in the Singapore market, we have assembled a team of creatives, consultants and client services personnel who are not only committed to building enduring, effective brands, but also to doing it in the right way: with openness, respect, intelligence and an infectious team spirit. Drawn from Singapore, Australia, India, Korea and the UK, our multi-disciplinary team is dedicated to building the relationships on which great brands are built.

Singapore

Brand-building should be about the journey as much as the destination, so we put a whole lot of energy into making that journey as smooth, rewarding and enjoyable as possible. At its heart our approach is about collaboration, creativity and clarity. Every project is a partnership and every client a colleague in finding and delivering the very best branding solutions for their business.

The Singapore team at the launch of ‘Orange Thimble’ in Tiong Bahru. The Brand Union worked closely with the owners and developers to create a new art-café concept that would contribute to the growing vibrancy of the local neighbourhood, while paying homage to its colourful past.

Singapore

We don't judge clients on size, balance sheet or past reputation. We judge them on the potential they offer to create long-term brand value and game-changing strategy and design solutions. Our clients range from leading global multi-nationals to regional powerhouses, Singaporean heartland brands and up and coming challengers. We treat every client the same and expect the same end result: brand-led business change and effectiveness that you can be proud of.

SGX, Coca-Cola, Kimberly Clark, Pan Pacific Hotels Group, SIS Sugar, Maybank and KFC are just some of the great brands we are proud to work with in Singapore.

Asian Marketing Effectiveness Awards 2011, Silver for Most Effective Use of Product Design & Packaging

Singapore

The Brand Union Singapore
71 Robinson Road #07-01
068895
Singapore

T    +65 6213 9959
F    +65 6213 9955

General Contact: info.sin@thebrandunion.com
Human Resources: careers.sin@thebrandunion.com

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Electric Ireland

Engaging the energy vision

Ireland’s national electricity supply company, ESB Customer Supply (part of ESB Group), approached us with a clear challenge: to create a new brand identity to reflect its vision to compete in a newly deregulated energy market.

To achieve this we focused on the ethos underpinning their strategic vision of fusion: ‘our energy, with the customer’. This ethos, optimism and transformation to an energy solutions business are expressed in the visual identity and reflected in the market strapline ‘Ireland has a new energy’. Comprehensive guidelines and a brand asset management site support the new identity and brand world.

Electric Ireland

Our energy combined

We worked closely with the Electric Ireland brand team to build a powerful presence in the marketplace for the new brand Electric Ireland, to leverage the trusted heritage of ESB and to evoke an optimistic future.

The design system is built on a number of unique elements (or kit of parts) to create a compelling and consistent suite of communications with customers. We created a brandmark that uses a clear and simple lettering style to present the brand as being helpful, accessible and straightforward. The bright cyan ‘Electric’ blue creates distinction for the Electric Ireland brand in the local market. The arc within the logo represents the focus on providing a wide choice of innovative products and services. The bright spark is an expression of the brand promise and embraces the optimism Electric Ireland has for innovation and a sustainable future.

Electric Ireland

New identity, new horizon

The new visual identity system provides the necessary tools and direction to implement the brand successfully across the business. While the new advertising launch campaign was key, two of their most important customer interactions – a simplified and redesigned billing statement and a redesigned fleet of home service vehicles – were fast tracked.

We developed a bespoke branded design solution for the new Electric Ireland building using the natural landscape of our island and its significance in natural generation of energy, combined with the energy of the workforce to express the diversity and benefits of energy to people’s lives. The experience is a colourful and optimistic environment that supports the brand character and enables both staff and visitors to have a better understanding of Electric Ireland customers’ needs and the engaging ways in which they relate to the brand.

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Nalan Yavuz

Junior Designer
Hamburg

Originally coming from 1001 night’s Istanbul, I have grown into a Brussel sprout.

When I was young I realised how beautiful the world can be with creativity. Therefore, I went to Academie Royales des Beaux Arts and studied Graphic Design in La Cambre, Belgium.

After my graduation, I worked as a trainee in the editorial agency Signes Particuliers in Brussels. Then I joined my husband in Hamburg and learned German. I did several internships and started working at The Brand Union in 2009, where I was offered a Junior Designer position.

 

Alan Couldrey

CEO
Asia Pacific

I’m on a mission to make what we do as much fun as possible. That might seem a bit light and fluffy. But it’s not. We are in the branding business because we love what we do. Which is why we’re so damn good at it. And our hybrid approach – the Art and Science – is part of that. So, feeling more hybrid than just about anyone I know, I’m hoping to bring buckets of Ogilvy experience, yards and yards of creativity, a random yet inquisitive mind and a pinch of organisational skills (possible exaggeration) to all and any branding challenge that floats down the river. I choose to find joy in branding. Hey, that’s not a bad end line …

 

 

RT @MarketingWeekEd: Mars gets its Snickers in a twist over spoof campaign http://t.co/Oy86F1c8


7 hours ago. @thebrandunion

SPX

SPX is a Fortune 500, multi-industrial company that lacked a unifying brand to communicate the full breadth of its offering. Operating globally with over 80 business units, SPX turned to The Brand Union in 2007 to create a brand program equal to its real business impact. Generating a compelling new presence for SPX, The Brand Union created an umbrella brand organized around the theme “where ideas meet industry.” The strategy highlighted SPX’s position at the intersection where the best thinking yields tangible results. The Brand Union designed and executed a comprehensive communications portfolio to support the Brand. The work included logo design, TV, print and online ads, a microsite, collateral, signage, and guidelines.

Currently The Brand Union is supporting SPX’s new brand architecture strategy and brand positioning with an Employee Engagement Program and a new advertising campaign. The Brand Union is also developing Branded templates out of Visual Identity work completed last year including full Brand Guidelines. The Brand Union continues to act as SPX’s lead agency leading SPX Brand Strategy and design globally and with SPX partners.

Elke Pietzch

Consultant Director
Hamburg

Hello, I am Elke.

Being the Consultant Director at The Brand Union Hamburg, I’m responsible for our key clients such as Henkel or Emmi.

Before I joined the strategic department at the Hamburg office I worked for Kellogg’s and Procter&Gamble. As an international product manager I was in charge of new product development, creating marketing concepts, as well as leading major brands.

As I understand brand building to be the merger of heritage and vision, I took initiative and created the TBU trendmarks tool, observing the markets around the world with a huge trend-team in Hamburg to create one-of-a-kind trend forecasts for our clients.

I have experience that is the combination of young devotion, the spirit of acquainting knowledge and the long time operational background in creating innovative and sustainable projects. That’s why I love to push young talent and encourage them to develop leadership skills.

Alicia Lechelt

HR Manager
Dubai

I began my career in social work after studying Psychology and Human Development. I then moved to the Netherlands to study International Development with an emphasis in Human Resource and Employment Development. This sparked an interest in the field of Human Resources and created a desire to work in a multicultural environment.

I returned to the US and worked as a Technical Recruiter and Recruiting Manager for the largest IT recruiting firm in the country. Later I moved into a generalist role as a Manager of Offshore HR and Governance for the largest mortgage broker in the US.

Wanting to move out of finance and into something more creative, I took on the role as HR Manager for The Brand Union in Dubai. I have been with The Brand Union for nearly three years and have really enjoyed the creative and lively environment. I also enjoy the atmosphere in Dubai, including activities such as horseback riding, beach volleyball and travelling throughout the region.

OSRAM

Exciting lighting solutions

We have been working with OSRAM since 2007, as the lead agency for their corporate and packaging design. During this time we have carried out customer interviews and brand and market assessments to really get to grips with OSRAM’s business. We have led internal trainings and workshops to understand and shape the OSRAM brand from the inside out. Our aim has been to transform OSRAM from simply another light bulb supplier in a crowded marketplace, to a leading provider of exciting lighting solutions.

OSRAM

Standing out from the crowd

We began our work with the entire OSRAM Automotive Range with a period of analysis of existing strategy and visuals, which shaped our packaging design, naming and up-sell decisions. We had the opportunity to create a unified look and feel for OSRAM from scratch, and so we are in a process of redesigning the entire luminaires range and organising it into product families, each with a ‘hero’ product. The new branding and product range now stands out from the competition with emotive and high-tech designs. The use of powerful visuals focuses on the product benefits and the use of advanced technology, to promote OSRAM’s brand values in terms of exciting lighting concepts. The new designs really set OSRAM apart from the crowd.

OSRAM

A hat-trick

The hat-trick of awards that our work for OSRAM has achieved speaks volumes. We were awarded two iF communication design awards for LEDs DECO and SIRIUS Torches in 2010, and in 2011 we won the iF packaging award for the launch of QOD.

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CSR is increasingly core to business strategy, but is it being sufficiently considered in the context of brand strategy? #wef


1 day ago. @thebrandunion
Press:

Prudential Takes Strong Asian Focus (with help from The Brand Union)

Published by: Elizabeth Low, Marketing Magazine (Singapore)
Featuring: The Brand Union

Prudential has launched a new brand, Eastspring Investments, to unify its asset management operations in Asia, and replacing various current asset management brands in most markets.

Prudential worked with The Brand Union for the rebranding effort.

The new brand is aimed at creating a unified brand across its eight businesses (excluding joint venture businesses) which currently operate under different names across Asia.

It also aims to highlight the Asian heritage of the business as well as its geographic presence and understanding of the region to allow growth within Asia and outside of Asia, particularly of its offshore fund products.

The new brand name will replace the different business names currently in used in Hong Kong, Singapore, Malaysia, Taiwan, Japan, Korea, United Arab Emirates and Vietnam. It will not apply to joint venture operations in China and India, or in Hong Kong through BOCI-Prudential and rebranding plans are still subject to regulatory approval.

Ewan Ferrier

Creative Director
London

Hi, my name is Ewan and I’m a Creative Director in our London office. I’ve worked for The Brand Union since 2003.

My background is as an interior designer, specifically retail and commercial environments, which is a pretty good grounding for the creation of brand experiences.

My job is to produce concepts that are abstract translations of a brand’s positioning, to challenge preconceptions about how the brand might look and feel, and to express it across multiple touchpoints … or in other words, I make brands look relevant and cool!

I love my job, but I still wish I was a pop star.

 

 

Cairo

The Brand Union's Cairo office is located in the business district of Mohandeseen, Cairo. As one of the world's largest urban areas and the cultural capital of northern Africa, Cairo hosts some of the most famous landmarks in archaeological history – the astonishing Great Pyramids of Giza, ancient tombs, Christian churches and Muslim monuments – indicative of the eclectic mix that makes up this cosmopolitan yet ancient city. Also considered the retail capital of the region, Cairo hosts world famous brands and is renowned as a shopper’s mecca.

Cairo

Our African offer is quite unique. We provide a deep understanding of the use of branding and design to effectively drive business success in developing markets. We are able to achieve this by utilising the skills, knowledge and expertise gained through our exposure in the international arena as well locally on our continent.

We provide a custom solution to our clients by marrying our international & local experience, to create a tailor-made branding solution. We apply these solutions appropriately to deliver brand led business growth in your markets, without losing the local flavour of the brand!

Cairo

Although a small team, our Cairo office works closely together and is committed to creating great brands in this city of contrasts. Based on LOGIC Consulting Group's insights into the local market, with the support of the Johannesburg office, we deliver complete design solutions. We've worked with brand leaders in their categories like EFG Hermes – an investment bank, RAYA – the major telecommunications provider in the region, and Kapci Coatings – a paint & chemicals manufacturer.

Cairo

The Brand Union Cairo
5 Shohadaa Elmohandiseen Street
Mohandiseen
Giza 12411
Egypt

T +20 2 3345 1430
M +20 100 600 032

General Contact: info.cai@thebrandunion.com
Human Resources: careers.cai@thebrandunion.com

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Ericsson

Ericsson, currently the world’s largest mobile telecommunications equipment manufacturer, engaged The Brand Union to evolve their new brand platform.

While some of the core identity elements were in place, it was necessary to develop a strategy framework as well as cohesive identity and design system, to support brand activation.

Following the development of the brand architecture by our strategy team, The Brand Union’s design team focused on extending the identity platform and defining the principles for implementation of the brand identity across channels, products and services.

To support internal engagement and alignment with the new brand platform across the organisation, The Brand Union developed an intranet-based, ‘brand engagement channel’ for Ericsson’s brand management team. In addition to being the point of reference for strategy, principles and guidelines, it will serve as a company wide hub for brand related communications, project collaboration and interaction with brand assets.

London

The Brand Union London office is in the heart of the City of London and is home to around 80 of us. The area of Farringdon (our nearest Tube station) is surrounded by excellent cafes, bars, and well-known restaurants, and has a vibrant creative community. The famous Smithfield Meat Market is just across the road. Our offices are open-plan, arranged over two floors of a large modern space overlooking the lively St John’s Street.

London

The variety of experience and background of each individual in The Brand Union’s London team sets us apart from our competitors. With team members from Italy to Australia and Birmingham to New York City, each person brings something different to the collective talent we have here, and many of our people have worked at different offices around the network contributing further to the breadth of knowledge, perspective and expertise. The common thread is a passion and commitment to produce the highest quality of work with our clients. These elements together allow us to have a regional understanding and awareness, coupled with strong global perspective.

London

Within The Brand Union London we work across a diverse range of clients and projects. From building brand worlds for car manufacturers to research & exploration for financial organisations, our London office acts as the global hub for a number of our global key client relationships as well as a varied portfolio of other projects. Ranging from luxury to value clients, product branding to corporate brand architecture projects we have worked with organisations from Alfa Romeo to Argos, Credit Suisse to Corus and Veet to Five Vodka.

London

There is a very unique culture at The Brand Union in London. As well as an active social aspect to life at The Brand Union we encourage the team to inspire and interact with each other in innovative ways. We have a garden shed in the studio for our creative heads to get together, hold ‘Reunion’ every Friday where the entire team gather for pizza, wine and a round-up of the week’s activity, and regular pool competitions. We have collaboratively decorated hundreds of gingerbread men and as part of the Football World Cup 2010 we created a ‘Footwall’, a Twitter feed projected onto the office enabling supporters to Tweet updates and thoughts about the various games that were going on. All these initiatives add to the unique and rewarding culture that the goes hand in hand with the commitment and determined attitude the team have to their client work.

London

The Brand Union London
11-33 St John Street
EC1M 4AA
United Kingdom

T   +44 (0) 20 7559 7000
F   +44 (0) 20 7559 7001

General Contact: info.lon@thebrandunion.com
Human Resources: careers.lon@thebrandunion.com

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Colin De Sa

Assistant Financial Controller
Dubai & Abu Dhabi

I have been with The Brand Union Dubai since June 2010. I’ve worked in various finance roles with Lisec (Austrian glass processing company) in Dubai and British Airways in Mumbai. I moved to Dubai in May 2000.

I have a Bachelors degree in Finance and Economics from St. Andrews College affiliated to Mumbai University, and have a three year C.A internship. My audit profile includes Chase Bank, Nova Scotia Bank, Larsen & Toubro and The Bombay Flying Club, among others.

I love photography and shoot with a Nikon. I’m an avid reader who loves extreme travel stories whilst preferring to travel amid relative comfort!

La Capra

Moving the herd

Something of a maverick in the wine market, the Fairview estate’s pioneering streak is just as famous as it’s 800 strong herd of roaming goats. Having built up a solid business through the premium, on-consumption market and with formidable relationships with restaurateurs, in 2009 Fairview decided to expand their business into the mid-market with a range specially created for retailing via supermarket outlets.

Recognising this shift in consumer purchasing and consumption habits, Fairview realised that such a move was vital for any wine brand with along term outlook. Nonetheless, doing so was a leap into the unknown for the family-run business.

La Capra

The birth of a new brand

And so, the La Capra brand was born. Creating it involved something of a strategic balancing act – carefully borrowing equity from the prestigious Fairview brand without damaging it, whilst creating a unique and compelling brand story strong enough to challenge the status quo in a competitive marketplace where margins are tight and pressure to promote can ruin profitability.

The solution was an ‘endorsement’ from Fairview for this new brand of wine. Stamping La Capra (Italian for ‘goat’) with the Fairview seal of approval gave consumers the reassurance of quality, whilst differentiating it as an independent brand. Steering away from the ‘cheaper version’ approach taken by so many wineries looking to enter into lower price points, we decided to stay true to Fairview’s challenger brand philosophy and shine a light on the category through storytelling.

La Capra

A carnival atmosphere

The resulting brand reflects the family’s Balkan heritage, through the theme of a Balkan wine festival. This fun and innovative approach, rarely used in the context of wine, along with the quirky imagery, gives the brand strong shelf presence alongside more conservative options. The endorsement phrase ‘Presented by Fairview’ reinforces the carnival theme and lends credibility to the La Capra name.

We launched with a series of Balkan inspired events including the ‘La Capra’ festival featuring gypsy caravans and traditional Balkan music – and the results speak for themselves. In the space of a year, sales of La Capra grew to match sales of the original Fairview brand, without cannibalisation, increasing total volume sales by more than 30%. What’s more, the brand has become the number two brand of South African wines in the UK, for wines above the £5 price point.

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News:

Sujata Keshavan One of Top 50 Most Powerful Women in Business


The Brand Union Bangalore’s founder Sujata Keshavan is named one of India’s 50 Most Powerful Women in Business.

Fortune India magazine has this month named Sujata Keshavan as one of the top 50 Most Powerful Women in Business in the country. Sujata co-founded Ray + Keshavan in 1989 as India’s first brand design consultancy which became part of The Brand Union in 2006. Having developed some of India’s leading brands such as Airtel, Infosys andCanara Bank, Sujata is recognised as the spearheading the growth of the branding and design industry in South Asia.

Fortune’s list ranks women in business according to the influence they have had on their respective industry, and at number 18, Sujata Keshavan is recognised for the powerful effect she has had on the world of branding.

RT @TreeHugger: Jobless Man Builds House That's Literally Made of Money http://t.co/coshoRCA


1 hour ago. @thebrandunion

Several examples of the danger that exists for brands when their self-perception is not aligned to others perceptions of them. #wef


4 hours ago. @thebrandunion

Karen Mak

General Manager
Hong Kong

Since joining The Brand Union in 2001, I have managed a range of corporate, visual identity and internal engagement projects. I am currently managing a comprehensive branding project for Prudential.

Prior to that I oversaw the roll-out of the British Council’s 60th Anniversary communications platform in Hong Kong, which was conceived and produced by The Brand Union, working with sister company Ogilvy on the digital platform. I have been responsible for managing The Brand Union’s ongoing relationship with Jardines since 2002, covering initiatives from corporate branding to internal engagement.

I also have experience of managing cross-cultural teams and international clients such as Coca-Cola and New York Life.

I graduated with a Bachelor of Arts degree majoring in Mass Communications and Marketing from Simon Fraser University in Canada, and have worked previously as an Account Manager in Ogilvy Hong Kong.

My hobbies and interests include snowboarding, golfing, yoga, dancing, movies and music.

Thought:

Going Global

Published by: Admap
By: Rosi McMurray, Head of Consulting The Brand Union London

Brands that want to become global must develop characteristics that can transcend cultural origins and be tailored to suit local markets, while maintaining consistency.

Consumers are used to labelling brands as big, small, local and global. While superbrands such as Coca-Cola, Visa and McDonalds are expected to have presence in every continent, small, local producers proudly promote themselves as different, individual and personal. But, is it always easy to identify which group a brand belongs to? Are global brands completely distinct from big brands operating in fewer markets? Or should we see all successful brands on a sliding scale?

In the BrandZ Most Valuable Global Brands report, there are four groups of brand types. If we take the top 50 brands, we can create two groups where the brand is in more than 50 countries.

The first category is brands that are seen as truly universal – ‘the borderless global brands’. But not all global brands have a completely abstract origin. The second group is brands that are global but have a distinctive provenance and home country- ‘country rooted global brands’. There are 18 brands in the top 50 that are in fewer than 50 countries. Multinationals are defined as brands that operate in 20-50 countries. The final group is ‘the predominantly national brands’, which are active in fewer than 20 markets.

By looking at the great global brands, we can identify traits that are universal across all successful brands. This, in turn, allows us to get to grips with whether the biggest global brands really are completely distinct from the brands in the multinational, national and even local categories.

Global brand origins

Over half of the borderless global brands are technology brands such as Google, Amazon, BlackBerry and Nokia. These brands operate and communicate largely in the ‘global web space’, which is, by its very nature, universal. This first group contains brands that have a functional need to be seen as truly global. For example BlackBerry, which wants consumers to feel they can access mobile content anywhere, or Visa, which similarly wants people to understand they can use their credit card globally. Ubiquity is at the very heart of the borderless global brands group.

Unlike the borderless global brands, country-rooted global brands are still seen as tied to their market of origin. Two-thirds of the brands in this category are American. Coca-Cola, McDonalds and Disney are all still strongly associated with a sense of living the American dream. While this is part of the overarching sentiment these brands convey, there are different flavours of provenance. Apple plays on the liberating values of the intellectual and creative West Coast. Likewise, beauty and fashion brands Louis Vuitton and L’Oreal play on their French heritage of high life and luxury.

A clear provenance and country of origin gives brands the distinct advantage of authenticity. For many of the brands in this group, the ability to play on provenance becomes fundamental to the brands’ promise, through both the rational and emotional associations of the location.

Creating a clear dividing line between global brands and those that operate as multinationals in numerous markets is not always possible. The generally accepted definition of 20-50 markets for multinationals encompasses a wide range of brands and is, in fact, a fairly arbitrary line, with brands such as BP and Vodafone both falling into this group. If some of the multinationals moved into new markets, such as Africa, they would quickly switch into one of the global groups.

This group could be called the ‘aspirant global brands’. Few can doubt the ambitions of companies such as Tesco and Santander to become truly global players, and both are making the transition to become global organisations. This is particularly evident in their ability to learn how to understand and adapt to their target audience in different markets.

Santander has had to deal with the serious challenge of integrating a number of well-respected UK brands with significant heritage into the universal brand of Santander. Reassuring customers through a well-managed transition process was important. Research conducted before they entered the UK market showed that a more formal approach to the City would enhance their reputation. By undertaking this research and by taking the time to understand the marketplace, Santander has been able to rapidly establish itself as a powerful force in retail banking.

Predominantly national brands.

The largest brands that are also predominantly national come from large markets, such as China, India and the US. For these companies, there is less of an incentive to expand globally as they already have big domestic market to grow within, before they need to consider the case for global expansion. Some, such as Bank of America Merrill Lynch and MBNA, are showing signs that they wish to pursue international business and must consider how well their brand and national heritage will travel in other markets.

There is an obvious benefit for businesses outside the US wanting access to major US businesses, to use service providers such as Bank of America Merrill Lynch. For sectors such as retail, the motivation for consumer in different markets to be interested is less obvious.

Consumers are influenced by the desire to buy ‘local’ and we may see more local products appear in the next year or so, particularly in the FMCG sector. But this is another ambiguous term. How local does a brand need to be to earn the label? For food and drink, the link to local is particularly entrenched. For some consumers, supporting local brands is a socially responsible thing to do, as it supports, local employment and communities, reduces the environmental impact of unnecessary travel and preserves local traditions.

“How local does a brand need to be to earn the label? For food and drink, the link to local is particularly entrenched. For some consumers supporting local brands is socially responsible because it supports local employment and communities”

Local brands play on the association with heritage, artisanship and craftsmanship. While visibly local brands are still growing in the food and drink sector, other traditionally local industries, such as Shetland wool in Scotland, appear to be declining. With cost still a major consideration for both consumers and businesses, we have seen any brands move production to the most economically viable location. In doing this, they lose the local-quality connection, but may be in a stronger commercial position to expand into new markets.

Brands are all on the continuum of choice. Understanding your audience on a global basis might sound like a challenge, but it is vital to appeal to a wide range of consumers. Brands must also develop characteristics that are capable of transcending cultural origins to connect with a global audience. It is essential that companies recognise the difference between markets and tailor their brand accordingly, while keeping a recognisable level of consistency.

Tony Palmer, chief marketing officer at multi-national Kimberley Clark, once said: “There’s no such thing as a global consumer- ultimately, people buy locally.” Embracing the nuances of individual markets and audiences is important.

There are six key elements. Companies need to focus on dynamism, flexibility, authenticity, clear positioning and target audience, as well as a strong corporate culture, and great brand experience.

Whatever the size or reach of a brand, there are universal factors. The product itself needs to be excellent, so there is a guarantee of consistent quality. The brand needs to be appreciated as valuable by both the customers and its custodians, who influence marketing and branding decisions. Finally, the benefits and values of the brand need to be clearly communicated, understood and remembered by the target audience.

Perhaps the most salient factor for the most successful brands is the promise of consistent quality. Whether it’s a business or a consumer making a purchasing decision, they want to be sure in this world of endless choice that their decision is the right one.

Every year, the BrandZ list changes, influenced by a huge variety of factors, from trends within sectors such as technology, to the size and location of brands. It is logical to conclude that all successful brands are on a continuum between local and global superbrands. They have more characteristics in common than dividing them. Successful brands depend on universal branding principles, which are as applicable to Coca-Cola as to your local food producer.

 

RT @printbrat: Thanet MP to set up company to sell ‘ugly’ fruit and veg - News - Kent News: http://t.co/2okLFeo2 via @AddThis


1 hour ago. @thebrandunion

Ingrid Wimart

Art Buyer
London

Hi, my name is Ingrid and I am the Art Buyer for our London office.

My job is to find the right talent (photographers and illustrators) for our projects. Once the designers have done their hard work putting together concepts and style, I come into play and use my industry knowledge to propose options of artists who I trust to deliver against our brief. Of course, it doesn’t stop here! I also work hard at getting good prices for our clients, making sure we keep all work on budget and I oversee all production once the job starts.

I love my job because I get to work with so many different people all the time: the designers, the agents, the artists, their own teams. Everyone is inspiring to me, one way or another.

In my spare time, I like enjoying the many facets of London entertainment and art scene. There is so much to do, and once again so many talented people making it all happen. It also helps a great deal with my job to know what is going on, what’s on trend, what are people watching and doing. Never a dull moment really!

News:

The Brand Union Designs the First German Diversity Award

The inaugural German Diversity Award was presented for the first time at a gala event on November 14th. The award, originated from a partnership between Henkel, McKinsey & Company and economics magazine Wirtschaftswoche was presented to employers, entrepreneurs and innovative projects that are especially committed to establishing a culture of diversity. The award sculpture itself was developed by The Brand Union Hamburg.

The event, hosted by German TV presenter Schöneberger, took place in the Lange Foundation in Neuss (Düsseldorf). About 200 guests from the worlds of politics economics, culture and media attended the ceremony, which was supported by the Charta der Vielfalt initiative which promotes a working culture characterised by diversity.

“The challenge was to develop a design object that demonstrated the uniqueness of the award. We had the motivation to create the prize as an object that was diverse in itself” says Elke Pietsch, Consultant Director at The Brand Union. The result is a white varnished sphere, made up of four segments that represent each awarded category. And so, the idea of diversity about coming together is shown; four categories, four parts come together into one entity.

“We were thrilled to have the opportunity to develop the trophy for such an important award. As a creative agency we place great importance on diversity within our company culture too. Through the cooperation of varied, multi- cultural teams, from a range of backgrounds, the best and most creative solutions can emerge.” Says Dr. Alexander Schubert, CEO of The Brand Union Hamburg.

The aim of the award is to encourage the employers to develop effective and sustainable diversity practices as well as to reward those who make an outstanding contribution to the field. Awards were presented to brands such as Google, BASF and Ford as well as German Chancellor Angela Merkel who took home the award for ‘Diversity Personality of the Year’.

Seen and Noted:

The Royal Mint Explains the Offside Rule for just 50p

The Royal Mint in the UK has released a set of 29 different 50p coins to commemorate the upcoming Olympic Games to be held in London later this year. Featuring designs submitted by members of the public and depicting various Olympic sports, the collection includes this explanation of football’s oft-confused offside rule.

Dubai

Name this city. It's too new to be New York. It moves too fast to be Europe. And it's only half way to the Far East.

Dubai. It's where East meets West. And creates the future. The knowledge and skills from the old world are fired into life by the entrepreneurial flames of the new. It's a high-octane mix that›s not for the faint-hearted. But it's where we love to be.

And we’re right in the heart of it, at the top of the tower that’s next to the moon in our picture. It’s a perfect hub to do business all over the Middle East.

This is a city built on a vision. A place where people dream big and do bigger.

Dubai

Home of the Burj Khalifa, the world’s tallest building. And who brought the Burj to life? Need you ask....

This is our town and the Middle East is our territory. You’ll meet our work as soon as you arrive. If you travel on the gleaming new Metro, or drop into a bank, or go for a meeting at Kizad, an industrial development of unprecedented scale and vision.

Our client list includes Mubadala, Abu Dhabi Port’s Company(ADPC) and its industrial zone Kizad, Sorouh, Dubai Road and Transport Authority(RTA), Abdul Latif Jameel, Reckitt Benckiser (Airwick and Dettol) Al Hilal Bank, Limitless, Saudi Arabia Monetary Authority, and Emirates Group.

And as you explore our region you’ll find us everywhere, with live projects in Abu Dhabi, the Kingdom of Saudi Arabia, Qatar, Oman, India and Pakistan.

Dubai

Throughout our 8-year journey in the Middle East we have been bringing knowledge, inspiration and expertise from across the globe to this market. And the strong Arab presence in the agency ensures that we are in touch with what really matters here.

Dubai

The Brand Union Middle East is proud to be the most awarded branding agency at the Dubai Lynx Awards 2011 (affiliated to the famed Cannes Lions Advertising Festival).

The Brand Union won Silver and Bronze in the coveted Corporate Identity section for its work on Kizad, the huge Abu Dhabi based industrial zone, and Mauzan - an Al Ain based designer who creates beutiful versions of the traditional woman’s Abaya.

We’re thrilled to have won with two such diverse projects. The range highlights the strength of our approach to brand building, where we blend art and science to arrive at a bright idea that not only inspires, but also delivers a sustainable competitive advantage for clients.

Dubai

The Brand Union
Tower B, Business Central Towers
43rd Floor
P.O.Box 74021
Sheikh Zayed Road
United Arab Emirates

T   +971 (0)4 439 3744
F   +971 (0)4 439 3743

General Contact: info.dxb@thebrandunion.com
Human Resources: careers.dxb@thebrandunion.com

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Beijing

The Brand Union Beijing was established in 2006, and is the fastest growing office in the Asia-Pacific network.

In collaboration with the teams in Shanghai and Hong Kong, our services include brand strategy, retail and environmental brand experience, product branding, brand engagement and corporate branding and communications.

Beijing

Tiananmen Square

Beijing

The office is close to Chang’An Avenue, the most famous street in Beijing, which leads directly to Tiananmen Square.

Beijing

A typical Beijing Hutong (narrow street or alley way) by night

Beijing

The Brand Union Beijing
1901-1904, 19F Jinbao Tower,
89 Jinbao Street,
Beijing 100005
China

T  +86 10 8520 6688
F  +86 10 8520 6666

General Contact: info.bei@thebrandunion.com
Human Resources: careers.bei@thebrandunion.com

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Hayley Kane

Designer
London

Hi, I’m Hayley and I began my time at The Brand Union after a successful stint on the student bursary scheme. Plucked fresh from my degree at University College Falmouth in 2008, I quickly moved up the ranks from junior to mid-weight designer in just over a year.

My time here so far has seen me play a key role in the JTI team, having worked on both the Glamour and Sobranie brands. My time on this account has given me a truly diverse breath of experience, with work ranging from packaging and identity design through to events and above-the-line campaigns. In 2009, I was lucky enough to travel to New York and co-ordinate an event for the Glamour brand. This involved escorting eight excitable eastern European girls around the Big Apple for a ‘shopping trip of a lifetime’.

Outside of the studio, I have a fascination for baking and an obsession with Liverpool FC.

 

 

Minute Maid Nutri-Boost

Giving Juice a Boost

Minute Maid was looking for an opportunity to develop a wellness brand in the broader beverage market. They began the creation of a new drink that could offer a refreshing blend of milk and juice, mixed with added ingredients to provide ‘nutrition assurance’. Coca Cola Minute Maid chose The Brand Union Singapore team to develop a visual identity system unique to their new product line, called Nutri-Boost.

Singapore’s challenge was to develop a system that would work across South-east Asia and China while still maintaining the Minute Maid Masterbrand attributes. The visual identity had to reflect the unique freshness and nutritional benefits this product line had to offer and also ensure it could carry across all future range or variant extensions.

Minute Maid Nutri-Boost

Picking through the category codes

Taking on the challenge of creating a visual identity for the new Minute Maid product line, Nutri-Boost, the Singapore team dived deep into research to fully understand the various markets and competitive landscape of the beverage industry. Based on our findings and rigorous qualitative and quantitative testing, we were able to develop a design concept that balanced the nutritional and energy benefits of the drink while appealing to the predominantly male audience and observing existing Minute Maid visual guidelines. We also designed a flexible packaging architecture system that has allowed for easy pack navigation. A thorough set of guidelines was developed that clearly illustrates our visual identity system for all markets a platform the translation of our system into other communication channels.

Minute Maid Nutri-Boost

A new beverage category in the region

Since creating Nutri-Boost’s main range of flavors, Orange and Strawberry, Minute Maid Nutriboost has successfully launched in Vietnam, with the other markets and line extensions likely to follow.

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Dublin

The Brand Union Dublin

We live in an elegant 18th century building in the heart of Dublin’s fair city. Behind the blue door you’ll find a talented and diverse team from a wide range of backgrounds and geographies, both agency and client side.

Over the past 21 years (we’ve heard the Celtic Tiger both roar and whimper) we have helped create and guide some of Ireland's most iconic and successful brands. We work closely with our network to gather knowledge, inspiration and expertise from across the globe in order to build brands that thrive in the real world, using a balance of brand strategy, consumer insights, creativity and execution.

Dublin

Steve Payne, Managing Partner, The Brand Union Dublin

I'm an identical twin; I’m the one on the left but we're very different. Being a twin makes you realize what you look like is only part of how people perceive you. It's your actions that really define you, which is the same for any organization or brand.

In today's market, closing the gap between what brands say and what they do is critical as customers constantly look for the truth and credibility of the people and organizations behind brands. That’s what I love about working in branding; it’s not just communications, it’s reputation.

I've worked on some great projects, from re-branding of British Petroleum, Lexus, the UK National Lottery and Selfridges, to being the Design Director for the Sydney 2000 Olympic Games. I joined The Brand Union in 2003 and closer to home have led change programs for Ulster Bank, EBS and The National Lottery. No day is the same and the work is always exciting, but it still surprises me when I get mistaken for my twin brother.

Dublin

David O'Connor, Managing Partner, The Brand Union Dublin

When I sit down to write about my career I realize how diverse it has been: from cooking to video production to advertising to branding. I was even at one stage a trained cinema projectionist. One thing that’s been a red thread through all of this is a fascination with human perception, be that taste, admiration, desire, whatever. It is this this fascination which finally settled me into a career in branding.

I joined The Brand Union in 2006 having run my own branding agency for many years in London. Whereas the 'employment' bit was a culture shock it was really exciting to join a company with so many diverse but similar people - people who bring their diverse experience to a branding context. The Dublin office is also a little more on the maverick side, which I like.

What is on my desk at the moment? A brand architecture conundrum for a national charity, a brand management challenge for a semi-state, a sponsorship relationship to tease out and an exciting range of new business proposals.

Dublin

The Brand Union Dublin
9 Upper Pembroke Street
Dublin 2
Ireland

T   +353 1 613 1650
F   +353 1 662 5771

General Contact: info.dub@thebrandunion.com
Human Resources: careers.dub@thebrandunion.com

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Thought:

Toby Southgate Talks Luxury With Cream

Published by: Cream Global

Featuring: Toby Southgate, Managing Director, London

Toby Southgate writes for Cream Global about the shifting landscape of the luxury market and what it means today:

“Defining ‘luxury’ from a brand and communications perspective has always been challenging. Luxury can mean different things to different consumers, in different markets, and at different points in time. Its very nature links luxury most closely to categories like fashion, real estate and electronics, all of which are dynamic and susceptible to rapid change.”

“But in its most basic form, a luxury product or service has to focus on delivering more than just a need. If a luxury offer serves a ‘want’ – an added level of desire for consumers – it stands a greater chance of commercial success.”

I just published a new project to my @behance portfolio: http://t.co/mc7B6Vcn


2 hours ago. @thebrandunion

Hong Kong

Hong Kong - a city of superlatives and contrasts. A pulsating metropolis overflowing with possibilities and intricately woven with natural beauty. Mountains, forests, oceans and beaches - all within a short bus, cab, tram, escalator, or metro ride away. If you believe Hong Kong to only be a big urban city, think again.

For a start, Hong Kong island isn't that big, but it is densely populated. While contemporary shapes dominate the skyline, at ground level market traders peddle their produce amongst historic buildings from a colonial past - making the island an inspiring cultural melting pot.

Dubbed “Asia’s World City”, Hong Kong is also one of the most vibrant hubs for international business today.

Hong Kong

The Hong Kong office is located on what is referred to as 'Hong Kong side', which means the island of Hong Kong itself. And we’ve got a pretty good view of Hong Kong's famous harbour and the mountains of mainland China.

In addition to the view from the 23rd floor of the Center on Queen’s Road Central, we are situated in an area that borders the cosmopolitan and financial heart of Hong Kong and an area called Sheung Wan which was one of the first areas settled in Hong Kong in the late 1800s. For restaurants, we have our pick. From dai pai dongs, little local eateries serving dim sum at lunch time, to fine dining in the luxurious Four Seasons Hotel within eye-distance, the choice is phenomenal. We can also walk to many of our clients' offices which is truly a bonus in this day and age.

Hong Kong

Our clients are as diverse as ourselves. From entertainment and hospitality to real estate and finance - we work with industry leaders to encourage growth and promote change.

This includes established Hong Kong institutions like Hong Kong Post, Jardines, Vocational Training Council (VTC) and Prudential, as well as newly created brands like The Link, City of Dreams and Parkview Green.

As a regional hub, we also serve clients in the South China area, such as China Resources, COFCO and OCT Group, while frequently work with international businesses that want to enter the China market.

Hong Kong

Here in Hong Kong, we're an international team where everyone brings a little something different to the table. From strategy, planning and management to design, illustration and copy writing we have the capability to offer a holistic service from the heart of downtown.

We embrace our diversity, and combine it with talent and hard work to grow great ideas and set them free.

Hong Kong

The Brand Union Hong Kong
23rd Floor
The Center
99 Queen's Road
Central
China

T   +852 2568-0255
F   +852 2567-0622

General Contact: info.hon@thebrandunion.com
Human Resources: careers.hon@thebrandunion.com

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Peter Norris

Client Director
London

Hi, I’m Peter. I work in the London offices of TBU as a client director. I worked client side for some of the largest membership based organisations in Europe before moving to agency life (or the dark side), and before this I trained as chef.

What can I say about my role here apart from I love it. It enables me to be a listener, a doer and at times, a disciplinarian – I know someone has too.

Outside of work I enjoy the usual; spending time with friends, reading, cinema (all things sci-fi) and of course cooking. Plus, going to the gym and hopefully getting to ski at least one week a year.

 

Simona Murphy

Production Executive
London

My name is Simona and I am the Production Executive in the London office. I studied textiles and fashion design at degree and postgraduate level before working as a textiles buyer for four years. I then started to get itchy feet and decided to clear my desk, pack my rucksack and explore South East Asia and Australia. As fate would have it, once I returned from travelling I began temping at TBU and I have been here ever since. I love working in the production department and I count myself extremely lucky to be part of such a creative, professional and experienced team.

When I’m not in the office, I enjoy catching up with friends over dinner and drinks, curling up with a good movie or book and experiencing London’s vast array of shops, museums, galleries, theatres, markets and restaurants. Above all else, I enjoy nothing more than going home to Scotland and spending time with my family.

 

Direct Asia

Creating a bold challenger brand in a conservative market

DirectAsia.com is a game-changing, direct-to-customer insurance company from the Whittington Group. The Whittington team wanted to provide an alternative to the ‘closed shop’ of the big three dominant insurance providers in Singapore that continued to use agents and middlemen and kept premiums artificially high. DirectAsia.com’s vision was to create an approachable, affordable, 24/7, online insurance offering of the kind that had revolutionised the industry in the UK and Australia. We got involved to create a complete brand strategy and identity to see DirectAsia.com to market.

Direct Asia

Building on promises

Despite growing dissatisfaction with rising premiums and poor service, Singaporean consumers were reluctant to break away from the traditional agent-led relationships. Something disruptive and challenging, but at the same time credible and trustworthy, was needed to break the cycle. Our strategy was to keep things simple, straightforward and vibrant, and every aspect of the DirectAsia.com brand was built around a refreshing and distinctive brand promise and values. This promise underpinned every facet of the new brand’s personality, visual identity and communication and was used as the basis for an engagement programme with DirectAsia.com call centre operatives, who would be on the frontline in delivering the brand promise. We also used the brand essence to inform the design and décor of the DirectAsia office in central Singapore.

Direct Asia

A feature in the changing insurance landscape

A year on from launch and DirectAsia.com has contributed significantly to a much-changed insurance landscape in Singapore, where online providers are growing and the pressure on pricing and agents has dramatically increased, giving Singaporean consumers more choice, better deals and improved service delivery. The bright, bold DirectAsia.com identity is now a familiar sight on the streets of Singapore and online.

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Doha

Qatar is a country on a mission. It is one of the world’s top three exporters of natural gas but is diversifying from being a carbon economy to becoming a knowledge economy. It is a leader in regional and international affairs, has the world’s highest GDP per capita and has seen its population double in a decade. Driven by the momentum provided by a National Development Strategy and by the promise of a FIFA World Cup that will be like no other, it is home to established international brands like Qatar Airways and Al Jazeera and to many brands with international aspirations. There will be many achievements over the next decade and The Brand Union is proud to have made Qatar our latest home.

Doha

The Brand Union
5th Floor, Al Jassim Tower
Suhaim bin Hamad Street
Doha
Qatar

T +974 4431 3904
T +974 3005 3930

General Contact: info.doha@thebrandunion.com

Human Resources: careers.doha@thebrandunion.com

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New York

We are restless. Nonconformist. Rarely satisfied. We’re what you’d expect and what you wouldn’t. Designers, strategists and writers. But also musicians, technologists, sports marketers and investment relations specialists. A rare blend of art and science, building brands that can thrive in any environment.

Our holistic perspective and extensive range of skills allow us to add value at all stages of a brand’s life cycle. Our clients range from multi-national corporations to startups. They span across many industries from Consumer Products to Financial Services.  And each has unique issues to solve. Unique. Interesting. Compelling. We don’t deploy formulaic approaches to solving client problems. One size does not fit all.

New York

Robert Scalea is Chief Executive Officer of The Brand Union North America, part of WPP, where he spearheads innovative approaches to delivering effective brand management solutions for clients.

Rob was previously president and CEO of Brouillard, a boutique global agency specializing in healthcare, financial services and technology industries. Rob also worked a six-year tenure at fellow WPP agency JWT as Chief Strategy Officer where he developed a business and marketing strategy practice that helped clients grow their revenue and profit through increased understanding of their target audiences: new product development, distribution strategies, repositioning exercises, improved marketing ROI and strategic business planning.

New York

Based in New York, Richard Bates joined The Brand Union as Chief Creative Officer for North America, in March 2009. Prior to joining The Brand Union, Richard led Ogilvy & Mather’s brand identity group, BIG, which he continues to oversee as part of the joint venture between The Brand Union and Ogilvy in New York.

Over the years, Richard has brought strategic design thinking to global companies such as Coca-Cola, Hershey, Avon, Johnson & Johnson and Mattel. Most recently he led the creative development of the first Barbie flagship store, a lavish brand experience for “Barbie Girls” of all ages, which opened in Shanghai in Spring 2009.

New York

The Brand Union New York
114 Fifth Ave
11th Floor
NY 10011
United States

T +1 212-755-4200
F +1 212-755-9474

General Contact: info.nyc@thebrandunion.com
Human Resources: careers.nyc@thebrandunion.com

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Thought:

Richard Bates on Barbie, Branding and Unlikely Pairings

Published by: Joe Lazauskas on The New York Egotist
Featuring: Richard Bates, Chief Creative Officer, New York

Richard Bates talks about taking the Barbie experience to China, evolving identities and dogs making out with ducks.

“You can’t really talk about China as one thing; you have to kind of talk about it city by city. The Barbie flagship was in Shanghai, which is, a lot of people would say, the sort of New York City of China. You really have to talk about Shanghai in isolation. If you’re talking about Beijing or any of the smaller cities around there, it would be a very different conversation. Just in the two years we were working on it, there were a lot of global brands coming to China. So the familiarity with that idea and what that meant to the Chinese public in Shanghai was evolving constantly.”

Verena Lettau

Client Director
Hamburg

As a Client Director at The Brand Union Hamburg, I’m responsible for our major client Mars including food and pet brands. From our Hamburg office we are responsible for the design of the European packs. We work hand-in-hand with the client regarding all strategic and brand management issues. It’s more than a client-agency alliance. It’s a fabulous partnership based on a mutual trust which has been built up over many years.

Before I joined the Hamburg office in the beginning of 2011 I worked for international agencies such as TBWA , DDB, Grey and Scholz & Friends. Through my experience in classic advertisement and design I understand the importance of combining the different tools such as brand building and creating integrated 360° concepts. To get more inspiration for my work I do several sports and having played handball for over 15 years I’ve developed quite an assertiveness.

I like to look upon my work from an angle of a sportswoman – this is why I take every project as a unique tournament pushing myself for excellent performance. I challenge myself and my team to win these competitions in order to achieve the best possible results in the market for our clients.

RT @RichardHolt: Lovely: RT @SBStudioBenji Nice. A new way of branding a chemists. http://t.co/Ifz4LCY3


2 hours ago. @thebrandunion

Hamburg

The Brand Union Hamburg is one of the hubs of The Brand Union network covering the German speaking markets and parts of CEE.

With around 50 specialists with skills ranging from brand strategy, design, naming, to print production and final artwork we advice our clients in all aspects of corporate branding und consumer branding.

Hamburg

The agency was founded in 1983 by the designer Hartmut “Windi” Winderlich under the name Windi Winderlich Design. From the beginning the agency belonged to the top agencies for design and branding in Germany. Many well-known brands have been created and further developed here.

After the sudden death of its founder in 1996 the agency became affiliated to the WPP owned The Brand Union (at that time known as Enterprise IG).

In our history of more than 25 years in branding and design, we have been working for many market leading local and global brands, including Coca-Cola, Edding, Emmi, Henkel, Kühne, Mars, Osram, Philip Morris, Teekanne, Unilever, Vattenfall, Vodafone and Volkswagen.

Hamburg

The Brand Union Hamburg office is located in Bahrenfeld, in a former industrial area which is one of the up and coming districts of Hamburg. Our building is the historic 'Royal Storehouse' which was built in 1895. On two spacious, lively, open-plan floors, our specialists develop unique creative and strategic solutions for our clients. With our holistic approach and the wide range of skills we have to offer, we can look after the brand at all stages of its life cycle and enhance its brand value.

Hamburg

The Brand Union Hamburg management team

From left to right: Sina Peters (Executive Creative Director), Alexander Schubert (CEO) and Michael Carl (Finance Director)

Hamburg

The Brand Union Hamburg
Bahrenfelder Chaussee 49
22761 Hamburg
Germany

T   +49 (0) 40/899 04-0
F   +49 (0) 40/899 04-222

General Contact: info.ham@thebrandunion.com
Human Resources: careers.ham@thebrandunion.com

hamburg.thebrandunion.com

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Bangalore

Ray+Keshavan, India's premier branding consultancy is now part of The Brand Union. Our portfolio includes service brands like Airtel, Infosys and several private and public sector banks. From branding flagship products for Unilever and SAB Miller to developing identities for India’s new airports, creating a global herbal brand like Himalaya to launching a media conglomerate like Network 18, we enjoy the diversity of our work. Our clients find this 360 degree understanding of the Indian consumer invaluable.

Bangalore

The Brand Union Bangalore
22 Brunton Road
560 025
India

T  +91 80 25550486 / 487
F  +91 80 25581465

General Contact: info.ban@thebrandunion.com
Human Resources: careers.ban@thebrandunion.com

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Johannesburg

The Brand Union's Johannesburg office is situated in downtown Sandton, the region's corporate, financial and commercial hub, and a shopper's utopia. Sandton combines European flair with African vibrance and is a cosmopolitan and multicultural hub of business, entertainment and retail, where you’re invited to mix business with pleasure.

Johannesburg

Our contemporary office space is shared by an eclectic mix of people with skills ranging from Identity Design, Brand Experience – including Retail-, Industrial- and Architecture Design, Packaging, Brand Engagement and Strategy. But we’re united by one common thread: a dedication and commitment to brand excellence.

Johannesburg

Having been active in South Africa for over 30 years (previously Enterprise IG, Pentagraph and KSDP) to its current position as part of the global Brand Union network, the South African office has been regarded by the market as forerunners in the branding and design arena, laying the foundations for the industry today. Our Johannesburg office operates as the head office for the Africa Division.

Johannesburg

Our African offer is quite unique. We provide a deep understanding of the use of branding and design to effectively drive business success in developing markets. We are able to achieve this by utilising the skills, knowledge and expertise gained through our exposure in the international arena as well locally on our continent.

We provide a custom solution to our clients by marrying our international & local experience, to create a tailor-made branding solution. We apply these solutions appropriately to deliver brand led business growth in your markets, without losing the local flavour of the brand!

Johannesburg

The Brand Union Johannesburg
345 Rivonia Road
Edenburg
Rivonia
South Africa

T   +27 11 895 9300
F   +27 11 895 9301

General Contact: info.jhb@thebrandunion.com
Human Resources: careers.jhb@thebrandunion.com

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Tegra

Creating the Brand to Support Syngenta’s Future Growth

Syngenta is a leading global agribusiness based in Switzerland. In a world where we are challenged to feed a growing population while safeguarding our natural resources, Syngenta’s purpose is “bringing plant potential to life”. Leveraging its expertise in using innovative technologies to help farmers grow more from less, Syngenta developed an integrated rice offer with the ambition to transform rice farming in Asia.

Tegra

Talking Smarter

To bring this offer to life, we collaborated with Syngenta to create the service brand, Tegra™ – one of the first of its kind in a product focused business. As Tegra™ represented a new means to rice farming, the brand needed to change the mindsets of farmers accustomed to farming methods practiced for generations. As an integrated offer, Tegra™ comprised of healthy seedlings development, modern transplanting, and expert agronomy advise to ensure excellent harvests. We positioned Tegra™ as a smarter farming approach designed for rice farmers looking for improved yield performance and greater convenience in the field. So, they experience visible change and feel relieved of uncertainties in planning and realizing the potential of their fields, believing in better lives and futures.

Tegra

Instilling Confidence to Deliver Change

Not only was Tegra™ creating change in rice farming in Asia, but as a new service brand representing a new business, it was also breaking ground within Syngenta. Internal brand engagement was a key component in transforming the way Syngenta viewed brand launch and assimilation:

“Having a brand to hitch our demand creation campaigns to has helped our promoters and customers to identify and understand Syngenta’s integrated rice offer, TegraTM better. The brand engagement workshops in particular played an important role in lifting the confidence of the sales team, clarifying the value proposition with consistent messaging and role playing exercises, and turning participants into confident brand ambassadors.” Ruchika Kapoor, Syngenta, Business Manager

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Blackrock

In 2009, BlackRock’s acquisition of iShares from Barclays Global Investors proved to be a transformative moment. The acquisition would significantly change their business. BlackRock looked to The Brand Union for help. The combination of two power brands into one would impact everything from the name of the new entity, the visual identity, brand strategy, brand positioning, culture, and communications.

Working closely with BlackRock, we conducted extensive internal and external research, which led to key strategic insights that would guide our work and the brand. Strong recognition of the BlackRock brand and its industry-wide reputation for disciplined risk management meant that this was the master brand to keep. An evolution of the BlackRock logo signaled change and helped define the brand’s new identity.

Using our research findings, and leveraging the WPP network, we developed print, out-of-home, digital and brand engagement communications that brought a revitalized brand look and feel to life by way of the ‘Full Spectrum’ campaign. The new communications platform debuted simultaneously in key business markets worldwide and is currently active globally.

Pernod Ricard

When Pernod Ricard acquired Absolut Vodka for €5.69 billion they chose The Brand Union as their strategic design partner to help build and grow the investment. Since then, our relationship has grown. The Brand Union now advises TAC on Absolut Vodka, Kahlua and Malibu Rum. The collaboration covers all disciplines where design is a powerful tool to develop brand equity, including innovation programs, brand identity, portfolio management, product development and retail design.

Leigh Pohl

General Manager
Cape Town

Hi there. I’m responsible for looking after The Brand Union offices in ridiculously beautiful Cape Town, and also have Business Development for the Africa region as part of my role.

Aside from a couple of wonderful years in a marketing role at Investec Asset Management, I have spent most of my working life in the agency world, having worked Above-The-Line, Below-The-Line, Through-The-Line and along some kind of dotted line…

I’ve had the privilege of working with some of Africa’s, South Africa’s and the world’s, most loved and admired brands – with such a wide range of experiences including banks, paint companies, air traffic navigation services, municipalities, beers & ciders & liqueurs, mining houses, hotels and even condoms.

I’m prematurely grey (or is that ageing denial), blissfully married, have four awesome children and a hamster named Fib. I originally started out studying to be a psychologist… but this is so much better.

Canadian students send Lego man into space via weather balloon http://t.co/5m96HuGf


3 hours ago. @thebrandunion

Rosi McMurray

Executive Head of Strategy
London

I have an Honour’s degree in English Literature from the University of London. Reflecting my abiding love of theatre, I trained as an arts administrator before moving into mainstream marketing and branding, firstly on the client side and then into three WPP group companies. I joined The Brand Union in 2007 bringing with me a team of strategists from Everystone Consultancy.

My experience covers a wide range of brands, from B2B brands such as HSBC, to B2C brands in healthcare, travel and tourism, fmcg and spirits. I am equally obsessed with brands and insights and my mantra is ‘insight not information’.

Away from the office, I find time to indulge my love of theatre and literature. I share a passion for shoes and rugby with my daughter, who sadly regards me as a source of finance rather than a source of knowledge!

 

Paris

The Brand Union Paris office is based in between 'La Bourse' the Paris stock exchange, and the 'Marais', home to some famous fashion creators like Christian Louboutin, Maison Martin Margiela, Jean-Paul Gaultier or Kenzo… Our location reflects where we stand creatively, at the halfway point between business sense and cutting edge design.

Paris

The Paris office opened in 1999 and has had one of the most exciting growth periods in the French market. In a challenging environment, we are the "creative agency that likes to drive nuts the 'elephants' of the market", finding new creative and strategic ways to enhance business, image and creativity of our clients. As a global branding agency, we are used to work from corporate branding to packaging. Our expertise relies on building, for each client, a compelling brand world and experience, with creative excellence as leading principle.

Paris

Our wide experience on various markets is useful each day, as every project mutually enriches the other. We deliver strategy, design work and innovation, in different sectors such as food and beverage, cosmetic goods, leisure brands, gardening, industry and services. We are building long-term relationships with some of the most renowned companies in France such as Pernod Ricard, Heineken, Henkel, Fromageries Bel, Auchan Group, Centrale Laitière, Française des Jeux, Mars Group, Yves Rocher Group …

Paris

We are a multiskills team of more than 30 people, composed of branding professionals providing a complete set of strategic and creative solutions to answer any branding challenge. This great combination of talents (consultants, designers, strategic planners , managed by Stéphane Ricou and Céline Dérosier) has led us to win some Awards and distinctions, such as 2011 PENTAWARD with Heineken 2010 TOPCOM silver Trophy on Logo Design category with Bel, or 2009 TOPCOM CONSUMER GRAND PRIX with Malibu. In recruitment, we are looking for the best mix of talents and expertises.

Paris

The Brand Union Paris
26 Rue Notre-Dame des Victoires
75002
France

T   +33 1 53453300
F   +33 1 53453333

General Contact: info.par@thebrandunion.com
Human Resources: careers.par@thebrandunion.com

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Much discussion on Brand Britain at the British Business Leaders lunch #wef


5 hours ago. @thebrandunion

Davos is the perfect example of bringing multiple perspectives together for improved business outcomes. This one's for you Craig #wef


1 day ago. @thebrandunion

Vattenfall

Vattenfall is one of Europe´s largest energy companies.

The old identity was implemented in 2001 and refined in 2003.However, the world around Vattenfall is clearly changing, and so are the requirements and demands from the stakeholders.

Vattenfall identified a need to adapt and develop its corporate identity and design to these new demands in order to keep and to strengthen its competitiveness over time.

The Visual Evolution project started in the beginning of 2010, with the aim to update, simplify and refine the current visual identity.

The new identity was launched by the end of 2010, and is right now being implemented in order to reach full brand alignment by 2012.

Jakarta

The Brand Union, Jakarta office is located on the green Jalan Wijaya I in South Jakarta. The two-story office building is a short distance away from the South Jakarta Municipal office, approximately 100 yards from a driving range and nearby is Blok M, one of the oldest traditional and modern shopping areas in Jakarta.

The office is also close to the French Cultural Centre and several popular restaurants and bars. The area has been home to several street festivals over the past few years and just a five minute drive southbound is the Kemang Raya strip, known for its lively evening entertainment spots and unique stores, especially for expatriates and local professionals.

Jakarta

The Brand Union Jakarta
Sentral Senayan III 11st floor
Jalan Asia Afrika No. 8, Senayan
Jakarta 10270
Indonesia

T    +62 21 2924 3000
F    +62 21 2903 9265

General Contact: info.jak@thebrandunion.com
Human Resources: careers.jak@thebrandunion.com

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Vivienne Le Roux

Client Director
Johannesburg

I have over 15 years’ experience in marketing and branding from both a client and an agency perspective. I have diverse experience within the industry and have worked across a broad range of categories, including extensive financial service branding and marketing, as well as in the telecoms, retail, FMCG, motor, property, education and leisure and hospitality industries. I have an interior design qualification which is fundamental to my understanding of design and business.

My success today can be attributed to my clear insight of the link between design, business and marketing, and especially the role of branding.

In my free moments, I enjoy extreme sports, diving, gardening, photography and cooking. My diverse interests have led me to be a Reiki practitioner, reflexologist and qualified swimming teacher.

Shanghai

The Brand Union China is headquartered in Shanghai, where the office was established in 1999.

With panoramic views over the historic Puxi (downtown Shanghai), which extend out to Pudong (west Shanghai), the office provides us with many an opportunity to savour life at the heart of this most fascinating city, often referred to as the Jewel of the Orient.

Shanghai

Our Shanghai office is located in the heart of the former French concession, where narrow, tree-lined streets and boulevards are populated with turn of the century houses, bars, cafes and restaurants.

Shanghai

Our office is situated in a modern, high-rise building, where Ogilvy, our joint venture partner in China is also located.

Shanghai

The Bund and Huangpu River at dusk

Shanghai

The Brand Union Shanghai
26 F The Centre
989 Changle Road
PRC 200031
China

T     +86 21 2405 1777
F     + 86 21 2405 1799

E     info.sha@thebrandunion.com
HR  careers.sha@thebrandunion.com

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