Located at Dnepropetrovsk in Ukraine, Centravis is the leading manufacturer for seamless stainless steel tubes in the Commonwealth of Independent States (CIS) countries and number five worldwide. The production plant, NSTM, represents over 75 years of steel production and tradition in the former USSR. During Ukraine’s privatisation phase in 2000, the former trading company UVIS acquired the Nikopol production plant. It is the only manufacturer that is capable of producing tubes to Eastern and Western grades and specifications. Landor Hamburg was chosen to revitalize the brand after a study of branding agencies worldwide in part because of its industry experience.
Cemex is the leading cement brand in Mexico. The cement market began to change and become more competitive as foreign companies began to enter. Loyalty among the network of distributors was vulnerable due to a lack of attention from Cemex. Given that better pricing was not a sustainable solution, Cemex asked Landor to create a more attractive exterior image for its distributors. The goal was to improve sales and create goodwill among distributors by showing Cemex’s appreciation.
Cathay Pacific began as a British airline based in Hong Kong. It had enjoyed an excellent reputation for quality of service but had become somewhat tired looking as its identity had not been updated since 1970. With the Asian air transport market growing fast, Cathay was evolving to meet the burgeoning travel demands. Cathay management determined that a corporate identity renewal was necessary to signal the changes within the company and preemptively respond to growing competition in the region. In view of the forthcoming handover of Hong Kong to the Chinese government, and in recognition of Cathay’s Asian heritage, marketplace, and employee base, the old expatriate image needed to change.
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.
