Interbrand has unveiled a special logo unit to mark the completion of its 10 years of operation in India.
The brand consultancy has chosen 'Change Creators' as the theme for the year, which as per it, reflects Interbrand's belief that while it is good for brands to adapt to change, it is always better to create it.
As the agency celebrates its 10th anniversary, the agency has unveiled the new concept - called 'Arenas,' which offers a fresh perspective on conventional ‘categories’ and the competitive landscape. In contrast to traditional strategies that define a business' competition as those in the same category offering similar products and services, Interbrand's 'Arena-Thinking' recognises that competition can come from any category that can address the same customer needs.
This approach focusses on human needs – to Play, Move, Connect, Express, Thrive, Dwell (Interbrand’s Arenas)– and explore the competitive battles at the edge of culture, business, and innovation.
Ashish Mishra, CEO, Interbrand India and South Asia, said, “A decade back we began with a very clear purpose. To elevate the Indian brands to global benchmarks. This was necessary not only to make them better placed for the global markets Indian brands wanted to play in, but even more critically to safeguard their own domestic territories from the influx of global brands in their backyard. To be able to do that, we had to change the leverage of brands and branding from cosmetic to strategic. I am delighted that we have helped accelerate the shift in the way brands are appreciated as a business asset in the Indian market over time.”
Gonzalo Brujó, Global CEO, Interbrand, said, “We have seen such incredible work coming out of India’s office over the last decade. Despite an extremely challenging environment for business across the world (lockdowns, war, supply chain disruptions, etc.), Interbrand India has grown an astounding four times while maintaining an excellent reputation as a solid partner for our clients. The last time I visited the country, I claimed India was to enter its own Decade of Possibilities. Currently, with a strong economic performance, businesses driving strategic shifts and technology advancements, I surely can confirm that India is already navigating its Decade of Possibilities.”
Interbrand has been behind the branding work for Jio, Godrej, Britannia, Infosys, Mahindra, Nerolac and Ashok Leyland, to name a few. More recently it has added some next generation companies to its list – the Swedish origin Truecaller, Hinduja Group’s Switch Mobility – and Hero MotoCorp’s VIDA.
“In most of these instances, we deployed brands as a tool that enables the business and culture-building efforts inside, and experience-building campaigns outside. To that extent, we now guide transformation, restructuring, people, and behaviours with management on one hand and design, communication, digital and offline exercises, with marketing and agency partners, on the other. Majority of these initiatives have traditionally been one-off acts, disjointed even in their success,” added Mishra.
Mishra said, “We are looking at Increasing our Asia footprint, deploying Arenas as an Iconic Move for partners to create quantum growth in business value and adding specialised verticals. One of the verticals naturally emerging for us on the back of our series of projects including the branding of new teams in the IPL’S Capital’s franchise and rebranding Rajasthan Royals, is ‘Sports Branding.’ This is also a vertical well supported by our global experience including the world’s most talked about rebrand, Juventus.”