Browsing Tag

strategy

Thinking

How branding can help humanise our megacities

June 12, 2017

Along with the rise of megacities is the rise of equally mega developments. From East London to Guangzhou in China, huge faceless canyons of concrete and glass are springing up every year that dwarf what we are used to: a sense of human scale. City growth is of course, a prerequisite of urban development, something that’s been going on for thousands of years. We can’t stop it, but how do we adapt to it?

The answer is to break these architectural jungles down into something to which we can relate. There is growing demand for a more profound sense of territorialism to our urban environments—a new age of tribalism, if you like—and in order to meet that challenge we must create stronger and more distinctive regions, territories, places, districts, boroughs, and landmarks.

The rate of city growth today means that leaving it to organic progression, where it is driven largely by local citizens, is no longer realistic. A more robust, civic approach is required, with place branding principles at the heart.

Manageable segmentation

Place branding is of course nothing new. In fact, it’s an ancient art. The Old Quarter, Down Town, the High Street, the West End, the town square, the market place, Soho, Dumbo, NoMa: all are examples of how society breaks down the scale of a city into manageable, human entities by which we navigate our lives.

Developing these local brands can go far beyond simply giving them a new logo or slogan, although these can also be worthwhile. What really differentiates a place are the subtle urban details we notice as we walk along the streets: the benches, the street lamps, or the directional signage.

Over time, these tangible elements become synonymous with a place and help to differentiate it. Branding can play a crucial role here too and, if done right, the design can blend with and ultimately enhance the organic character of a city borough.

Melbourne and Vancouver are perfect examples of cities adopting a robust strategy to creating stronger identities, drawing millions of tourists and fostering a sense of local pride for citizens. Both often feature in lists of the world’s most liveable cities.

And despite its relatively small size, Barcelona is also capitalising on its growing brand strength, recently being named the world’s sixth most valuable city brand. Part of Barcelona’s strength is the vibrant and distinctive identities of its districts, from the old charm of Barri Gòtic (the Gothic Quarter) to the bohemian cool of Gracia.

Thinking

How to Brand a Bargain

February 16, 2017

By Sanjana Mathur

Everyone loves a bargain, whether it is free “dhaniya” from your vegetable vendor or a stylish pair of stilettos at half price, and that’s what makes it one of the main benefits that any brand considers offering its customers.

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Work

Teejay: Weaving bonds through the fabric of fashion

November 16, 2016

Teejay (formerly known as Textured Jersey Limited) is a leading Sri Lankan textile manufacturer catering to a wide portfolio of international clients like Calvin Klein, Marks & Spencer, Victoria Secret and others. The company had been growing rapidly and had recently made two new acquisitions – Ocean India and Quenby Sri Lanka. It was now necessary for Textured Jersey Limited to build an inspiring corporate brand that portrayed the group’s differentiation as well as their collective strengths. The new brand would serve as a rallying cry to galvanize all current employees and attract new talent

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Thinking

Brand Experience

October 7, 2016

By Shradha Bhatia

Consumers expect brand experience to be great, and will post their verdict. Inspiring employees to deliver the brand promise is the key.

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Work

Pockets by ICICI Bank: Making Banking Trendy

May 2, 2016

In a country like India where the youth make up the majority of the population, it is crucial to cater to their demands in order attain top-of-mind recall and relevance. Today’s youth are smarter and more conscious about things around them; their needs are different from the older generation. Having said that, when asked about banking, most 18 to 25 years olds have a question mark on their faces. Banking is perceived to be complicated, confusing and something that parents take care of.

ICICI Bank wanted to create a bank for the millennials, that they could easily understand and operate. They believed banking should be made relevant to the millenials and evolve along with their changing needs. Their ambition for the new bank was to be friendly, simple, trendy and digital, whilst having the trust and security of ICICI Bank. In other words, a bank that ‘connected with the youth’.

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Culture

Landor Mumbai Turns 8 Today!

February 3, 2016

It was this day eight years ago that Landor cemented its commitment to India by starting operations in Mumbai.

We’ve come a long way since the early days and today we are a full service, fast growing and award winning office that has had the privilege of creating or revitalising brands in India including Café Coffee Day, Vivanta, Mahindra, The Park Hotels, Azva and Joyville amongst a host of others.

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