07 – Brands that really speak to you…
Branding is all about communication – and linking brand ID to copy can smartly solve all manner of brand and communication issues as well as super charge brand awareness.
For example, Corner & Barrow were struggling to communicate their experience and knowledge – and had a brand ID that was dusty in feel and impractical in application.
We crafted a beautiful new logotype and used the C&B ampersand to help them communicate in an endlessly elegant way, in printed and digital marketing materials.
Our ad campaign for law firm CMS announcing a significant merger, took the three letters of their name to help communicate what CMS stood for and the benefits of the merger to their clients.
The campaign created spectacular improvement in brand recognition, with CMS climbing an unprecedented 9 places to be ranked as a top 4 law firm for brand recognition in the Acritas’ UK Law Firm Brand Index – achieving the highest ever growth in awareness and favourability by a law firm in a single year, placing them amongst the top global elite law firms.
Linking of brand ID and copy can also help make a virtue of an unusual brand name.
Home ware retailer Rinkit presented this very challenge, with a potential new name part of their re-branding brief – as there were concerns about the perceived ‘oddness’ of Rinkits name from their investors.
However, once we started the project we realised there was an entire “it” brand vocabulary just waiting to fall into place and add value throughout their online shop and marketing materials.
A Dylan Thomas inspired company name “Quite Early One Morning” for an ex-Wolff Olins brand consultant, led to a brand ID idea that added a series of pay-off lines that could be serious, thought-provoking, or even a tad frivolous; with the cumulative effect of bringing alive that “eureka moment”.
And finally, when we were presented with a list of attributes as long as our arm within a brief for Moody’s CreditView marketing needs, creating a strong link with copy to the product brand neatly made the problem the solution.
We hope you have find the below of interest.
If you would like to find out more about Neon or have up and coming project you’d like to chat about then for sure please call on the number below, drop us an email or connect via LinkedIn.
Telephone +44 (0)20 3289 1733
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