The brands that transcend are those that achieve a dynamic balance between long and short term, rationality and creativity. Is your brand on this path?
cristian saracco Archivos | Allegro 234
Ever since we have had a notion of the existence of brands (7000 BC in Mesopotamia), the aim has been and remains the same: to express singularities which consistently distinguish my offering of products and services
Different points of view, different discussed issues, different approaches… Same reality, same focus… Not in the brands, but in people, our values and a promising vision for the future.
Recently, with the Spanish saving banks reform we are attending the creation and deployment of new financial institution brands. What is the aim of these changes? Changing a name is actually quite different to changing a brand. Logos had changed, but what about the internal structure? Does it respond to a concrete strategy? A brand has its value; create a new one has costs.
The following chart shows a rough cost of each step supporting the change of a brand. Spanish financial system is known as one of the most serious in Europe. This consideration leads me to ask:
- Is such change indispensable? Considering the crisis, is this the right moment?
- Since it is not a legal obligation, was it necessary to change the brand? Couldn’t they think of umbrella brand systems, like ‘Star Alliance’?
- Does it communicate confidence to investors and clients? And to employees?
- Couldn’t be better to explain to clients the change from saving bank to bank instead of changing the brand?
- Is it possible to come together seven brands into a unique one? And the culture?
- With such names, can the enterprises expand all over the world?
Maybe saving banks had rushed too much. The new names are lacked of originality and/or rather similar, like Bankia, merger between seven saving banks, and Rankia, community of finance interested persons. Others didn’t thought either about the sense of the word they were going to use as a new name: existing brands, animal name, etc. being deep in a small crisis.
Now that the implementation of those brands has started, the aim for new bank entities and their communication department is to convince their stakeholders before to take the company public in a maximum of one year; they have to get renown
- Do you think they can do it?
- What do you think about the new brands?
- Do you consider it will have a positive effect on the bank business?
- How can new banks transmit this confidence that Spanish financial sector needs so much?
- Will they be influent in an international way? Is it possible?
Over time, Allegro 234 has been positioned as a team of strategic marketing and branding consulting experts.
This positioning is recognized not only in Spain but also abroad.
Cristián Saracco, Allegro 234 Founding partner, CEO, considered as a branding specialist, has been invited by “Communicate Magazine” as a judge for “Transform Awards 2011″
This is the first time a branding consulting group based in Spain is part of the jury of this European Brand Award.
Branding experts, communications practitioners and academics, will be part of the jury. Among them:
|Angus Hyland||Pentagram||United Kingdom|
|Cheryl Geovannoni||Landor Associate||United Kingdom|
|Cristián Saracco||Allegro 234||Spain|
|Fiona Atighi||Government||The Netherlands|
|Fred Burt||Siegel+Gale||United Kingdom|
|Graham Hales||Interbrand||United Kingdom|
|Marc Cloosterman||VIM Group||The Netherlands|
|Ruedi MÃ¼ller||Tatin Scoping Complexity||Switzerland|
|Séan McKnight||Dave Soho||United Kingdom|
|Susan Brooks||RSA Insurance Group||United Kingdom|
Transform is Europe’s only awards programme celebrating excellence in rebranding, repositioning and brand transformation.
The Transform 2011 Awards are launched by Communicate Magazine, the UK’s leading magazine for corporate communications and stakeholder relations.
The awards recognise best practice in corporate, product, regional and national rebrands, with categories that focus on strategy, execution, content and evaluation. More than that, they are a platform to discuss reputational change and transformation.
Transform is open to all companies or agencies that have launched a rebrand between April 2009 and December 2010.
It’s important that winners are properly benchmarked and recognised, and that the professionals responsible are acknowledged for their work.
Winners will be announced at a gala dinner on March 22, 2011 in London, UK.
If you want to see last year’s winners
In Allegro 234 we are proud of knowing that our CEO, Cristián Saracco is becoming a renowned branding professional, not only in Spain but also across the border.
More info about Transform 2011