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Landor Associates

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Landor Associates is one of the world’s leading strategic brand consulting and design firms. Founded by Walter Landor in 1941, Landor pioneered many of the research, design and consulting methods that have become standard in the branding industry.

© Landor Associates More information on www.landor.com

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Landor Associates

  1. 1. BUSINESS SUPERBRANDS BRANDS TO WATCH 2009 superbrands.uk.com LANDOR ASSOCIATES Landor Associates is one of the world’s leading strategic brand consulting and design firms. or online, verbal or visual, or through personal interaction or product interface. Founded by Walter Landor (pictured below) in 1941, Landor pioneered many of the research, design and consulting methods that have become standard in the branding industry. Partnering Its aim is to turn a brand into the driver of a business – with measurable financial results. with its clients, Landor drives business transformation and performance by helping to create It achieves this by helping clients identify a unique brand idea (a Brand Driver™) that brands that are more innovative, progressive and dynamic than their competitors. they can own in the marketplace. The Brand Driver serves as a filter for strategic decision- making and a catalyst for change within an organisation. It becomes a platform for creating a compelling, multidimensional experience at every point of interaction with customers. Recent Developments A theme that Landor continues to place emphasis on is ‘innovation’, recognising it as the driver of the two hallmarks of brand strength – differentiation and relevance – and therefore its critical role in the growth and survival of brands and companies. of creative ideas with a rigorous process that branding, its team of industry experts feature ensures that final concepts are also practical regularly in the media to offer an informed Landor approaches innovation by generating and actionable. opinion on brands and branding issues. Industry ideas that increase differentiation and issues are also addressed in ‘Perspectives’, relevance. Adopting an analytical approach Future Plans a collection of thought leadership pieces to product and service categories, Landor As brand messages continue to be derived from its global network. Market Agency of the Year award and GRAMIA’s earned significant press coverage with the determines which conventions consumers communicated through an increasingly broad With an unrivalled network of more than Packaging Agency of the Year accolade, Landor results published in national newspapers rely on to recognise a product or service range of media touch points, Landor retains The award-winning Landor.com website 850 designers and consultants in 24 offices has also collected 29 awards for its individual and leading industry magazines. Conducted in category and which are purely traditional. its ‘medium agnostic’ positioning, ensuring was relaunched in 2007 with a renewed across 18 countries, Landor works to build its client work – bmi, BDO International, Cobra the UK and the US, as well as in China in 2008, Using this information, concepts are produced it is well placed to meet the future needs focus on providing a dynamic news and clients’ brands and achieve business growth. Beer, Gulf Air, Morrisons, Terry’s Chocolate the survey gives the people who engage with that aim to contradict or break category of its clients – both corporate and consumer content-rich website. It allows Landor to Current and past clients include some of the Orange, Traidcraft, Tropicana and Walkers brands – the consumers – a chance to offer conventions, thus creating differentiation. – as their promotional strategies evolve. share its client work, media coverage, world’s most powerful brands including BP , Sensations to name a few. their opinions on green issues and products. To ensure relevance, it integrates the codes authored pieces and industry opinion with Cathay Pacific, Citi, Danone, Diageo, Emaar, The results inform clients as to how their brands that consumers use to recognise a category. Promotion a global audience. FedEx, Frito-Lay, the City of Hong Kong, In 2008, Landor’s rebranding programme and industries are perceived and indicate what Landor makes use of numerous communication HSBC, LG Group, Marriott Hotels & Resorts, for Morrisons was rewarded with a GRAMIA they can do to bring about change. Grounded in an understanding of market channels to encourage an interactive dialogue Brand Values Microsoft, Research in Motion, PepsiCo award as well as a Gold at the DBA Design dynamics, global trends and consumer with its clients across the globe. Committed to Landor is a leading global brand consultancy, and Procter & Gamble. Effectiveness Awards which recognised its Landor is also committed to a rigorous experience, Landor balances this generation taking a leading role in the conversation around partnering with major clients worldwide to role in reversing Morrisons’ market share corporate social responsibility programme. deliver brand-led business growth. It combines Achievements decline, helping it to become one of the Within the agency this includes recycling unparalleled rigour with breakthrough creativity In recognition of its work, Landor has received top five supermarkets in the UK. schemes and the purchase of an area of to transform the experience of brands. From many industry awards that acknowledge the woodland in Kent, ensuring it is preserved strategy to action, from brand expression to central role that branding, strategy and design However, Landor’s achievements are not only for future generations. Furthermore, the behaviour, it aims to help transform business have on commercial success. A three-time limited to industry recognition and awards. Its agency contributes to WPP’s carbon offset performance by transcending the competition winner of both Marketing magazine’s Design annual ImagePower® Green Brands Survey has programme, aiming to reduce its carbon and category conventions. footprint by 20 per cent by 2011 through subsidising green energy farms in India Landor is defined by: Experts – both in its and China. Landor also aims to engage its field and in the brands and businesses it clients in ethical thinking. Examples include works with; Thinking Big – looking for the Ariel’s ‘Turn to 30°C’ packaging design big opportunities to deliver brand-led business and its identity work for the non-profit growth; Talented Team Players – operating organisation Traidcraft. as a single team across the globe; Change Agents – aiming to deliver real and significant Product improvement; and Lasting Impact – seeking Landor views a brand as an experience; to deliver measurable impact for the long term. the sum of all impressions formed by those interacting with it, whether in-store landor.com