Tag Archives: Re-Branding

Notes from the conference. Rebranding Parex bank to Citadele.

Written by . Posted on May 28, 2011. Filed under Re-Branding. Tagged , , , , , , , , . No comments.
RaimondsBricis
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 [...]

Finnair’s untimely marketing stunts

Written by . Posted on February 1, 2011. Filed under Brand Experience, Brand Identity. Tagged , , , , , , , , , . No comments.
finnair_staff
Folks at Finnair (Finland’s national airline) provoked me to write this blog. Probably I would not bring out any of this if their positioning for a time being remained “The fastest route to Asia” and if a cute northern reindeer remained a hero in their communication. Seems that sometime last year the airline decided that [...]

Citadele: Building a new bank and positive change

Written by . Posted on August 9, 2010. Filed under Re-Branding. Tagged , , , , , , , , , . No comments.
CITADELE2
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 . Posted on June 17, 2010. Filed under Re-Branding. Tagged , , , , . 1 Comment.
BloombergBusinessWeek
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 . Posted on April 14, 2010. Filed under Re-Branding. Tagged , , , , , , . No comments.
Aol
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 [...]