Criteria for case selection

I am often asked how I choose cases to note, or to review. It's simple:  I'll see a rebranding launch ad (usually in the NY Times or Wall Street Journal) that makes me want to learn more.  Some leading firms share their news with me. And many friends of Identityworks will alert me to something they have seen; I am grateful for this network.

I am also happy to consider reviewing branding/rebranding programs submitted by professional firms or their clients. The stories I like to tell usually meet these criteria:

1)   Corporate – institutional, not just a marketing brand
2)   Strategically interesting rebranding which can be seen as an act of leadership, involving management purposes such as  repositioning or cultural change
3)   Creative excellence: well-planned and well designed (and openly credited)
4)   Reasonably important institution – not necessarily internationally known, but easy to explain (and learn from)
5)   Well documented (and team members are available for interviews)
6)   Logo files available, old as well as new  (high definition)
7)   Fresh, reasonably newsworthy.

It helps, too, if it is a potential Corporate Brand Matrix case (same criteria, but can be documented in more depth and detail).

To suggest a case, please send story-telling materials like :

• News releases, from company and/or agency , if available
• Other forms of internal & external announcement
• Interview contact information, both company and consultant/designer
• Hi-resolution logo files, old as well as new
• One or two application photos


Tony Spaeth