After successfully relaunching the Cascade beer range with Landor’s help, Foster’s wanted to capitalize on this momentum by developing a new product. A full day workshop was held at the Melbourne Zoo in the interest of harnessing the energy and memory of the extinct Tasmanian tiger (the brand’s icon) and a number of potential brand propositions were developed. Inspired by this session, Landor encouraged Foster’s to create a totally innovative product— a “green” beer. This was a natural fit with Cascade’s heritage—which is associated with the Tasmanian wilderness—and true to the brand, which prides itself on using pure ingredients.
Cascade is Foster’s third-largest beer brand and is brewed in Australia’s oldest brewery at the base of Mount Wellington in Tasmania. The Cascade beer portfolio—made up of two premium beers (lager and light) and three craft beers (blonde, pale ale, and stout)—was fragmented and lacked visual consistency. Cascade’s portfolio volume was also dominated by Cascade Premium Light, which was competing in a declining market. On the whole, Cascade had lost relevance in the competitive premium beer category and needed to redefine itself as a more contemporary, unified brand.
The century old California Chamber of Commerce is the largest, broadest-based business organization in California. The Chamber has two principal roles: to lobby on behalf of California businesses and to provide products, services, and training to help businesses comply with State and Federal regulations. While viewed positively, many constituents had misperceptions about the California Chamber of Commerce, either misunderstanding its mission or believing that it was affiliated with the myriad of local chambers of commerce.
Brands that rely solely on being the biggest, fastest, or newest are quickly forgotten after their inevitable migration to second place. The only way for a brand to avoid this is to transcend history — by becoming an icon. That was the challenge we put before Emaar Properties.
Brocade Communications Systems is the storage area network (SAN) leader with Cisco Systems as a primary competitor. After acquiring competitor McDATA, Brocade doubled its size, helping assure its leadership in SAN technology against Cisco. But even with five quarters of record earnings and a plan for growth and diversification, Brocade recognized that its brand strategy needed to align with its business strategy to support future expansion. The company wanted to make sure its brand could maintain its leadership position with SANs engineers while also reaching out to chief information officers (CIOs).
Research In Motion Limited (RIM), founded in 1984 and based in Waterloo, Ontario, is a leading designer, manufacturer, and marketer of innovative wireless solutions for the worldwide mobile communications market. Through the development of integrated hardware, software, and services that support multiple wireless network standards, RIM provides platforms and solutions for seamless access to time-sensitive information, including email, telephone, text messaging, Internet, and intranet-based applications.
Batelco provides telecommunications and information services in Bahrain and the region. Years of operating as a monopoly had made Batelco slow, complacent, and unfriendly to the consumer, and the company was known for charging high rates. Anticipating a more competitive marketplace, Batelco approached Landor.
Prior to being acquired by BlackRock in 2009, Barclays Global Investors (BGI) was an industry leader in exchange-traded funds (ETFs)—its iShares® brand being the world’s most extensive family of ETFs, offering more than 320 funds globally. ETFs are index funds that track the performance of specific market indexes and are bought and sold like common stocks on securities exchanges. And even though BlackRock retired the BGI brand, iShares remains a global leader in the category.
Since its beginning in 1978, Banana Republic has grown from a purveyor of safari-inspired clothing with two stores and a catalogue to a global lifestyle brand. Purchased by Gap, Inc. in 1983, Banana Republic today encompasses nearly 500 stores across North America, Japan, Southeast Asia, and the Middle East. Characterized by elevated design and luxurious fabrics, the brand's collections include apparel, handbags, jewelry, fragrance, and eyewear.
The Baltimore Area Convention and Visitors Association sought to reposition Baltimore as a preferred tourist destination for business and leisure travelers within a 250-mile radius to boost the city’s economy. Research with leisure travelers and convention planners revealed that Baltimore did not rate highly as an unaided dream destination. However, it rated considerably higher among travelers who had visited in the previous two years. Landor thus concluded that Baltimore did not have a product problem, but a perception problem.
