Adaptation of Marketing Communications
The Brand, as a unique competitive advantage, can exist long-term. A well-established brand does not need to change its core image.
However, the transformation from an industrial society to an informative and communicative one accompanied by the emergence in development of a new type of communication structures and processes, disrupting the linear development of the brand and the linear style of its evolving communication. In turn, this affects such systems as brand image, brand and corporate identity.
If we add the increasing grow of brands' offers, changes of form and methods of competition. Then the importance of the expansion of marketing communications and increase the flexibility of brand's identity becomes clear.
The Holland Company LP is created in 1935 and is B2B Brand in the railway and rail transport industry. It is a provider of services, works and equipment of its own manufacture. The Holland Brand is recognized and used by consumers in more than 30 countries worldwide. The company's reputation is based on development, creation and implementation of innovative solutions, on authority and on the trust of its consumers.
In this case, the objective of our work was to keep the already recognizable brand image, and infuse it with the correct attributes and add the necessary key associations, all in order to make it more modern and relevant.
We’ve executed a correction of the visual images of the brand and a corporate identity expansion, thus allowing us to keep the continuity of the image and brand positioning, while updating visual identity and communications materials and making the brand significantly fresher, more emotional and giving it the necessary modern features. It continues to be attractive and meaningful to the existing partners and friendly and inviting for new ones.
Developed materials allow the use of special graphic images to create some fresh marketing and imaginative brand communications for the different market segments. This approach is a new convenient form of communication, which allows us to maintain the actuality of the brand and is a useful tool for the realization of the brand's updated communication strategy.
Successful brands rely not only on their existing image or customer benefits. They also strive to maintain high visibility and to be contemporary and relevant.