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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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