Category Archives: Re-Branding

Notes from the conference. Rebranding Parex bank to Citadele.

Written by ruearchimede. Posted on May 28, 2011. Filed under Re-Branding. Tagged branding, Citadele, financial crisis, Latvia, marketing, Parex bank, Re-Branding, rebranding, reputation crisis. No comments.

Recently I was speaking at “Back in Focus” conference in Tallinn where I presented a case study of rebranding Parex bank to Citadele. (I wrote briefly on this back in August ‘10) Here is a top line summary of my presentation: Problem: Banks were a symbol of trust and credibility until Sep 15, 2008 when [...]

Europe: “Are you afraid of change?”

Written by ruearchimede. Posted on August 23, 2010. Filed under Communication, Europe, Re-Branding. Tagged brands, Brussels, city identity, EU's communication, Europe, marketing, rebranding. No comments.

After few weeks on a road return to Brussels initially seemed without much of change. But then one installation (pictured above) grabbed my attention. It is breaking well predictable and rigid status quo of a city that is struggling with its identity. One of the headlines is shouting “Are you afraid of change?” Apparently, this [...]

Brand Identities of the Future

Written by ruearchimede. Posted on August 20, 2010. Filed under Brand Identity, Re-Branding. Tagged Aol, Brand Identity, marketing, rebranding. No comments.

I wrote already about the AOL’s rebrand. In that blog entry I focused on a rebrand more as on business reengineering. Also, I briefly touched that AOL’s new identity was widely discussed and on many occasions seen as very controversial. Identity of any brand is just one element what drives brand equity, as it is [...]

Citadele: Building a new bank and positive change

Written by ruearchimede. Posted on August 9, 2010. Filed under Re-Branding. Tagged Brand Identity, brands, Citadele, economy, financial crisis 2008, Latvia, marketing, Parex, Re-Branding, Wolff Olins. No comments.

Citadele – a new banking brand based in Riga, Latvia – was launched on August 1, 2010 as the result of restructuring Parex bank – the good assets were split from the toxic assets. I was leading this re-branding strategy and identity project. In this blog post I am sharing a short background story [...]

Decided. Bloomberg is your new name.

Written by ruearchimede. Posted on June 17, 2010. Filed under Re-Branding. Tagged Bloomberg, brands, Business Week, marketings, Re-Branding. 1 Comment.

I buy Business Week now and then. Last week when I thought of reading through the weekly business updates, thoughts and opinions, I had problems spotting it on the newsstand shelf. Only then I realized its visual identity has been changed and the new name is Bloomberg Business Week. The new idenity was launched on [...]

Aol’s fully loaded re-branding

Written by ruearchimede. Posted on April 14, 2010. Filed under Re-Branding. Tagged Aol, brands, business re-engineering, design, marketing, new idenity, Re-Branding. No comments.

Re-branding at its best performance is a complex and filigree business re-engineering process. The essence is to enhance a business with a new meaning and opportunities by changing a business model and re-engaging customers with a new added value. In short, it is a cultural change – both internally and externally. It is a journey [...]