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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, programs which met these criteria:

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


 
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