Corporate identities under the cosmetic knife

‘Corporate identity transformation’ seems to be the new buzzword! Over the last few months, several corporate entities, including Big Guns, have put their identities under the cosmetic knife and more are expected to do so.

Companies such as Dabur, Lifestyle and L&T have already indulged in the exercise. FMCG behemoth Hindustan Lever Ltd. (HLL) is reportedly going in for a logo-cum- name change and the plans are likely to be discussed during the AGM in June. WPP Group’s ad agency J. Walter Thompson switched to JWT wherein each initial of the new name is represented by a different colour.

Explaining the need for a makeover, Tarun Rai, Senior VP & GM, JWT India, says, “The change in corporate identity is a reflection of a metamorphosis at JWT — a change in its approach to communication to suit the dramatically different consumer environment. Tod-ay, the consumer is more empowered to decide the brand communication that he/she chooses to see and act upon. Technology has shifted the balance of power in favour of consumers as time is at a premium today.” He also adds that the change in approach stems from creating communication that doesn’t ‘interrupt’ (what the consumer is doing) but to ‘being’ (what the consumer is interested in); and to make advertising more ‘participative’. “We are not ‘selling’ to the consumer but ‘buying’ the consumer’s time. Time is the new currency. Our belief is that as the consumer spends more time with the brand idea, he/she is more likely to buy the brand,” he adds.

….. To read the entire story, grab your copy of Impact Advertising and Weekly magazine issue dated March 21-27