Branding, Marketing, Communications

	BRANDING CONFERENCE
	BRIEF	Create a conference that examined an existing corporate brand strategy and explored possible future alteratives.
	APPROACH	Over two days, we brought together the various individuals and teams who were responsible for the management of this service brand. We created a brand agency that had been employed to examine their existing brand performance against competitors and examine different approaches towards improving the perception of the brand. Each agency team was given a different brief and asked to develop their answers. Each approach was then judged in competition by a senior management team, including a TALENT LAB representative as agency director.
	RESULTS	The brand understanding of the team weak. The conference gave the marketing management an opportunity to make brand development a focus of their activity, especially with a corporate structure of 35 individually managed subsidiaries. Brand has now become the buzzword of the company and has seen sizeable investment in gaining a consistent brand approach across each company.