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Transform Awards 2011 - Grand Prix for excellence in rebranding |
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Friday, 08 April 2011 14:14 |
Grand Prix for excellence in rebranding
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Pwc |
Rovi |
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When it comes to the ‘Big 4’ in global professional services, it’s hard to find genuinely innovative branding that goes beyond shades of blue and sans serif typography. It’s harder still to find an organisation with over 161,00 employees spread across firms in 154 countries that is willing to reposition itself and drastically modernise its brand. But that’s precisely what PwC has done – with enough creative and strategic flair to be named joint winner of this year’s Grand Prix.
The firm’s messaging had become inconsistent, and its visual identity crowded – and as one executive pointed out, “It’s hard to fit 22 letters on a golf ball.”
PwC’s new brand started with the positioning. By placing value at the heart of PwC, the branding re-focused on the firm’s clients and internal stakeholders; a new visual identity provided that much-needed shorthand for the organisation’s expertise in its markets. The application of the new PwC brand was flawless: sensitive to the needs of its member firms, PwC had intended to merge the transition with disparate production cycles in order to minimise cost and disruption, but the uptake amongst territories has been quicker than expected due to the excitement generated by the new brand.
PwC’s internal audience responded swiftly and encouragingly, with 25% of its people visiting the microsite and users in almost all territories signing up to the brand-in-a-box. The reception from clients has been equally enthusiastic.
As the nature of professional services adjusts with the economic climate, it’s imperative that organisations like PwC can clearly define their positions. PwC’s rebrand means that, now. |
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Brave, expertly executed and manifestly successful, the second co-winner of the Grand Prix is the rebrand of Macrovision to Rovi. It was a transformation that required branding agency Heavenly to take into account a quarter of a century’s brand heritage in content protection software. Macrovision also possessed over 40 separately branded products due to its acquisition strategy in pursuit of creating a powerful entertainment brand.
Rovi’s new brand captures the company’s dual B2B and B2C appeal, and is built around the visual language of interconnected entertainment content. ‘Entertainment Connection’, the positioning at the heart of the new brand, unifies Rovi’s diverse products and signals their interconnectivity.
The launch of the new name and positioning became a major event, with interactive billboards in Times Square, New York. It’s had a remarkably smooth implementation across the 12 countries in which Rovi operates and on multiple platforms, as befits a company that creates media channels.
Enthusiastic internal uptake has been matched by an incredible increase in Rovi’s market capitalisation – up by 177.9% between 2009 and the end of 2010. Moreover, as a result of the active promotion of the new brand and attention to the company’s ethos, Rovi now has over 124 million subscribers – an increase of almost 20% - and a consolidated reputation for being a company with dedication and vision. |
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