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  • Posted by: Interbrand on Friday, June 13 2014 04:00 PM | Comments (0)

    Interbrand Global CEO Jez Frampton was invited on CNN today to discuss the current marketing and branding efforts around the World Cup. Jez suggests that the successful sponsors will be the brands that show they care about Brazil as much as they care about football. Watch the interview above and connect with Jez on Twitter: @jezframpton 

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  • Posted by: Asher Fink on Tuesday, May 27 2014 05:06 PM | Comments (0)

    In late April, Interbrand's Tom Zara, Dominik Prinz, Asher Fink, and Kristin Reagan visited Guatemala with members of Pencils of Promise's leadership team. The Interbrand team visited pre-build sites, schools under construction, completed schools, and observed lessons in the classrooms. Below, Interbrand New York's Asher Fink answers a few questions about the trip and the Pencils of Promise mission.

    A classroom in Guatemala

    You were the one who connected Interbrand and Pencils of Promise initially. How did that come about?

    When I first started working at Interbrand, one of the internal culture building activities that impressed me most was our World Changing Speaker series. Speakers doing world changing things come to our office, talk about their pursuits, and make it clear that, 1. we aren't doing nearly enough to change the world, and 2. we should go out and change the world. Adam, one of the biggest world changers of our generation, happens to be a friend. We went to summer camp together growing up, and I’d been tracking his success with Pencils of Promise (PoP) over the years. I knew my friends at Interbrand would be as inspired by his story as I was. So, I invited Adam to come to Interbrand and speak. As expected, his visit got us all fired up to get involved.   

    Adam Braun, CEO/Founder of Pencils of Promise, came to Interbrand's New York office about a year ago. You hosted a brainstorm at your apartment the very next day. What did the Interbrand team discuss during that first impromptu meeting?

    Actually, it wasn’t impromptu. After Adam’s speech, we hung out, had some beers, and talked shop. Melanie, PoP’s COO, had an upcoming offsite with the PoP team and she wanted to put brand on the agenda but didn't know where to start. So, over breakfast the next day, Dominik Prinz, Emily Grant and I mapped out the perfect exercises for Melanie to run with her team.   

    Can you tell me about one or two of the exercises, and what you learned?   

    Melanie asked her team to envision that, three years from now, Pencils of Promise is featured on the front page of The New York Times. What would the headline would be? This exercise often reveals the driving purpose behind an organization’s approach that makes them unique. We weren’t at the offsite to hear the answers, but Melanie shared the results with us and they were interesting. Some headlines were focused on the regions themselves (e.g., "How a young, groundbreaking organization is transforming Africa"). Some were focused on impact through sheer numbers of students reached (e.g.,"PoP educates its 1,000,000th student"). One answer I found particularly interesting described PoP’s success in cracking the code to improving education in the developing world. It spoke to the whole approach PoP takes to improving education.   

    Working with Pencils of Promise

    I assume you saw this in action in Guatemala?   

    On our trip to Guatemala, we saw all of this first hand. We saw the smiling faces of children in the schools that PoP built, but we also saw the things that seem like smaller details but are critical to a successful and sustainable education program. We saw the community enlisted in building and sustaining their own school. We saw the use of sound-proofing techniques for the roofs that replace the corrugated tin (commonly used in rural parts of developing countries) that makes it impossible to hear when rain is pummeling the roof. We also took note of a curriculum tailored to the region—where 21 different dialects of the Mayan language make it so that teacher and student don't always speak the same language. We watched a water purification lesson that is taught because parasites taint the water they drink, which makes kids too sick to learn and often leads to them quitting school altogether. We met Jesse, the country leader of Guatemala, whose primary focus is to work closely with the communities to make sure that nothing gets in the way of the education of each child. Speaking with him and witnessing his passion and leadership made PoP’s unique approach clear to me.   

    Asher and kids

    What’s next in your work with PoP?   

    After working alongside PoP as they developed their brand, a natural next step to strengthening and protecting the brand was to evolve their approach to partnerships. As brands continue to crawl over each other to try to get a piece of PoP’s action, they needed a plan for choosing their opportunities wisely, to maximize the effectiveness of their resources, reduce risk, and ultimately increase impact.   

    We’ve been working to identify the key activities that PoP should be engaging in, the ideal partner types and the profile of an ideal partner. We also created a decision tool, in the form of a filter, that helps PoP employees deliberately manage the partnership selection and integration process. This tool is helping them streamline the process, and uncover opportunities that would have been overlooked in the past.  

    Asher is Senior Consultant at Interbrand's New York office. Follow him on Twitter: @asherfink

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  • Posted by: Interbrand São Paulo on Tuesday, February 18 2014 05:38 PM | Comments (0)


    One of the most fun projects the team in Interbrand’s São Paulo office worked on recently was creating the new positioning and identity for Netshoes. A brand that began here in São Paulo, this Brazilian sporting goods brand has grown to see $1.5 billion in revenue.

    With 16 million monthly visitors to its site and 5% of its sales coming from mobile, Netshoes has clearly become an e-commerce leader. A strategic partner of Nike, Adidas and Facebook, according to Google Trends, the brand is more searched on Google Brazil than even Nike or Adidas.

    Although a strong and growing brand, Netshoes was facing a perception issue. Consumers still weren’t seeing the brand as sports specialists. Interbrand was called in to turn this around.

    To best meet the challenges of this exciting project, multiple practice areas in the São Paulo office came together to work collaboratively. Strategy, design and verbal identity worked to define a new positioning for Netshoes, putting sports first.

    We defined a new language for the brand, communicating with athletes, both professional or amateur. Visually, a radical change was made, infusing much more color into the design to convey dynamic energy and motion.

    Netshoes' Visual Identity

    Netshoes' Verbal Identity

    As can be seen here, the new visual identity, with its vivid color palette, is full of energy, embodying athleticism and allowing the brand to stand out in the digital world.

    Netshoes' Verbal and Visual Identity

    Netshoes' Verbal Identity

    The verbal identity creates a direct connection to athletes. With agility and creativity, a conversation about sports is clearly created.

    The strategic, visual and verbal work all creates a brand positioning that conveys movement and speed. The brand speaks of performance, harmony and well-being. Thus, every athlete is welcome.

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  • Posted by: Alexandra Meyer on Monday, November 4 2013 01:48 PM | Comments (0)
    Interbrand Toronto

    Interbrand's Best Global Brands 2013 celebrations continue globally, and as part of the launch events, Interbrand Toronto hosted an event at Shangri-La Restaurant in Toronto. The event was a discussion-focused dinner, gathering senior marketers of some of Canada’s most prominent brands.

    Alfred DuPuy, Managing Director of Interbrand Toronto, ignited the dialogue with an overview of the report and its theme: Leadership - What it means for Canadian Brands. “In such a complex and nuanced atmosphere, it’s apparent to us that leadership has never been more integral to a brand’s success,” he said.

    Best Global Brands 2013“The really cool thing is that we’re seeing this kind of leadership development right here in Canada," DuPuy added. "We’re proving we are able competitors on the global stage.”

    Throughout the evening, the buzz around how Canadian brands lead could be heard through a number of emerging areas of focus – from Customer Brand Engagement to Brand Governance and Corporate Citizenship.

    If the BGB Canada event was any indication, the opportunity for Canadian brands to lead in an ever-changing marketplace is abundant. We are looking forward to seeing how these brands rise to the challenges they face.

    For more information on Interbrand Toronto, please contact Tamara Roberts, Interbrand Toronto.

    Alexandra Meyer is a Senior Associate at Interbrand Toronto.

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  • Posted by: Brittany Waterson on Wednesday, May 22 2013 05:24 PM | Comments (0)
    Pauline Tapin

    As the world’s largest branding consultancy, Interbrand is proud to offer global opportunity to rising talent. With a multitude of disciplines, our internships allow undergraduates to gain hands-on experience in a branding environment. Interbrand’s unique program fully integrates the students into their respective departments and helps them gain an understanding of the branding world.

    Interns at Interbrand Seoul Our global offices host different programs tailored to their individual location. Internships range from Korea’s competitive BDVL (Brand Design Vision Leaders) course, which is a mix of full time and part time periods, to Zurich’s six month challenge.

    Around the world, Interbrand interns are gaining valuable experience, helping to shape their future careers. Brand strategist intern at the London office Libby Clifton-Astley recalls, “Starting at Interbrand I was immediately placed on a project for Topshop. I think this is where I learned the most -sitting in on client calls and experiencing every part of the process, it was all so impressive.” The chance to work directly with different clients is a benefit of the intern program.

    The opportunity to travel to intern internationally is also a possibility with Interbrand. Cincinnati resident Jessa Strayer, who interned at the Singapore office, observed, “Being from America, I've learned how different aspects of design (color, pattern, shapes) can have different meaning for these brands than what they might have back home.” Interning abroad can be an exciting endeavor and an important tool in fostering new perspectives on the branding industry.

    Interbrand New York PresentationsAt Interbrand New York, our interns participate in a ten-week program where they split their time between working as a team for a non-profit client and on billable deliverables. Last year, the interns of IBNY worked with Per Scholas, an organization dedicated to breaking the cycle of poverty through their Bronx-based IT training program.

    Former BMS/Implementation intern Sam Schulman shares, “Working with Per Scholas was an amazing experience. Because of such a positive partnership, the work we did has actually been implemented." The team worked on solutions for re-shaping the Per Scholas brand and as of February 2013, the efforts of the intern team are now actualized on the organization’s website.

    Interbrand New York is gearing up to welcome its Summer 2013 interns and Interbrand offices around the world have openings for interns throughout the year. To see our current international list of open internship positions, please visit our Careers Page. Interbrand across the globe is dedicated to providing an educational curriculum to students interested in the future of branding.

    For more photos and quotes from our internship program participants from around the globe, please see our full album on Facebook.

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