Marschallin+Sachs: Branding and Identity


	Branding and Identity Deloitte & Touche Financial Consulting "Branding an Event to Create Excitement" Challenged to build attendance at a new morning program series sponsored by Deloitte & Touche and hosted by The New York Times, we branded the event as a “window on the future.” We selected four speakers with expertise in subject areas that relate to Deloitte & Touche competencies. Their four talks were presented as a single comprehensive discussion of how businesses could prepare for tomorrow’s changes. We named the series, created a brand look and developed a communications program to constantly improve audience quality. Back to Deloitte & Touche Kew Management Real Estate Management "Making Brand Claims Real" To provide an edge for Kew in the competitive New York commercial real estate market, we created an identity built on a new positioning statement: “Service and the Madison Square Advantage.” Using a unique graphics and communications system, we reengineered all Kew’s materials to deliver this message. For example, the Kew Web site is lively, professional looking, and easy-to-use. The site provides useful tools: building policies, management contact listings and the ability to do a custom search for space availability by size, cost, or location information. But it goes beyond these services to provide a sense of the vibrancy of the Madison Square area, including: transportation information, interactive maps, local restaurants listings, and interesting facts about Madison Square Park and the neighborhood. The site makes the brand promise concrete and emotionally engages the visitor. Back to Kew Management Citibank Financial Services "Explaining a Corporate Identity Program to a Non-specialist" We created print and online branding guidelines for Citibank’s card division that explain the concepts of the new identity program in simple terms. The user-friendly printed and web versions with clear text and engaging illustrations provide a system that can be applied to every situation and used consistently and easily across a spectrum of products. Back to Citibank Hutchison Whampoa Limited Trading Conglomerate "Building a Bi-lingual Corporate Identity System" M+S created a cohesive brand that made Hutchison Whampoa Limited visible as a major Asian trading partner and a primary corporate citizen in the region. The third largest company in Hong Kong HWL had failed to building on the equities of its 120+ subsidiary companies. We created an identity strategy for the company that is based on a broad identity research survey of the general public, press, customers and management. M+S worked with the 20-member management to develop as simplified nomenclature system; we redesigned all of HWL’s materials including stationery, forms, signs and brochures; we created identity manuals in Chinese and English; and we trained staff to maintain the implementation. Back to Hutchison Whampoa Limited AIG Companies Financial and Insurance Services "Creating a Total Brand Image that Allows Flexibility and Variety" To effectively introduce AIG@Work, a new approach to the traditional AD&D market, we made sure the language and visuals: sell compellingly and directly to the needs of the broker, employer and employee and differentiate AIG@Work as a truly new development in the world of AD&D insurance. The branding ensures that AIG@Work engages audiences emotionally and leaves them with a sense of friendliness, accessibility, smartness and innovation. And because the program encompasses dozens of individual products, markets and cross-sell situations, we built in a dynamic flexibility that allows for many different applications without compromising a comprehensive and integrated whole. Our language is upbeat and crisp. It always includes an emphatic statement of the AIG@Work core platform message and echos key messages. The visual atmosphere reflects this verbal openness and freshness. The pieces are predominantly white with energetic photography, a large presentation of the AIG@Work brand mark, and a layout and attendant graphic that bring the eye to the mark. All of these elements can be used in exciting new creative applications and still be immediately identifiable. Back to AIG Companies Sock & Sole Innovative Footwear Product "Launching a New Brand and a New Category" We developed the brand positioning for Sock & Sole. Using proprietary technology, Royce, a leader in licensed hosiery for Nine West, Dockers and Nautica, invented Sock & Sole and with it a new product category. To overcome consumer resistance to an unfamiliar category, we used two marketing messages: the product is fun, "hip" and easy to use and it can be worn anywhere. We created the logomark, packaging, and point-of-purchase items and tied the marketing messages together with the tagline: Funwear. Anywhere. Back to Sock & Sole