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February 12, 2013 Transcript of #CommsChat on Transform Awards
Last week, Communicate announced the shortlist for its fourth annual Transform Awards. With over 50 companies shortlisted in 27 categories, the Awards are slated to be the biggest celebration of European rebranding, repositioning and brand transformation. The Awards will be held on 19 March at the Brewery in London.
But before that, last week’s #CommsChat featured Tony Lorenz from Endpoint (@endpoint_uk), one of the sponsors of this year’s event. Topics discussed included anything and everything about rebranding and awards.
endpoint_uk @PeterMBarrett and those brands that can articulate simplicity in all they do across their promise, usually the successful ones.
OPENBOXCREATIVE @CommsChat Great visuals work better when the strategy is right. It’s all about beginning with the end in mind
adamrubins @endpoint_uk @CommsChat exactly strategy is first and foremost. Great visuals that don’t deliver against strategy are meaningless
@endpoint_uk: @adamrubins @CommsChat Yes, good design or communication is the strategy visualised and verbalised
@rooftopsonfire: @jgombita Agree! Nothing worse than a by-the-numbers design project, purely designed to tick boxes.
jgombita @Jane_Revell problem is when it becomes “formulaic” whereby the project and entry is designed purely to increase a chance to win.
Please take a look at the full transcript below:
CommsChat That’s 9pm. Thanks @endpoint_uk for joining in tonight. For more info on #transformawards13, contact @comms_events#commschat -9:00 PM Feb 11th, 2013
jgombita @MontseCano most of the heavy lifting was done by a top-notch rebranding agency that took us through the exercise/made reco’s. #commschat -9:00 PM Feb 11th, 2013
OPENBOXCREATIVE RT @CommsChat: RT @OPENBOXCREATIVE: It is important to comprehend the business needs that prompted a rebrand before proceeding #commschat -8:58 PM Feb 11th, 2013
endpoint_uk @adamrubins @CommsChat and in the B2B sector such as professional services its more client based but still insight really vital#commschat -8:58 PM Feb 11th, 2013
uber_engagement “@endpoint_uk @CommsChat …. but yes strategic insight and cultural locality #commschat” »» brands are built from inside out Culture is key -8:57 PM Feb 11th, 2013
Comms_Events RT @endpoint_uk: @uber_engagement @CommsChat I guess it depends on the brand and its positioning as to the balance#CommsChat -8:57 PM Feb 11th, 2013
MontseCano @jgombita @endpoint_uk That’s hard work. #commschat-8:56 PM Feb 11th, 2013
CommsChat RT @OPENBOXCREATIVE: It is important to comprehend the business needs that prompted a rebrand before proceeding#commschat -8:56 PM Feb 11th, 2013
endpoint_uk @uber_engagement @CommsChat …. but yes strategic insight everything and cultural – based on different locality#commschat -8:56 PM Feb 11th, 2013
OPENBOXCREATIVE @uber_engagement @CommsChat It is important to comprehend the business needs that prompted a rebrand before proceeding #commschat -8:55 PM Feb 11th, 2013
jgombita @endpoint_uk was an association so it involved staff, elected officials, regular members, external stakeholders etc. Fascinating!#commschat -8:54 PM Feb 11th, 2013
endpoint_uk @uber_engagement @CommsChat I guess it depends on the brand and its positioning as to the balance #commschat -8:54 PM Feb 11th, 2013
adamrubins @CommsChat more rebrands based on time and stakeholder changes versus consumer demand or insight! #commschat-8:54 PM Feb 11th, 2013
Comms_Events RT @CommsChat: Last topic of the evening: What can we look forward to in next years Transform shortlist? #CommsChat -8:53 PM Feb 11th, 2013
uber_engagement thanks @endpoint_uk what’s your (end) point?@CommsChat #commschat -8:53 PM Feb 11th, 2013
endpoint_uk @jgombita I bet you worked right across the organisation and culture #commschat -8:52 PM Feb 11th, 2013
uber_engagement “@CommsChat T5: Why balance creativity and practicality on a rebrand? #commschat” »» strategic and cultural insights key to creativity -8:52 PM Feb 11th, 2013
endpoint_uk @uber_engagement @CommsChat worked on an NGO rebrand in ’09 that took more people out of poverty, changing lives, amazing results #commschat -8:51 PM Feb 11th, 2013
CommsChat Last topic of the evening: What can we look forward to in next year’s Transform shortlist? #commschat -8:51 PM Feb 11th, 2013
jgombita @endpoint_uk I’ve been thru an intensive rebranding exercise. I’d worked for org. for years, but came out understanding so much.#commschat -8:49 PM Feb 11th, 2013
uber_engagement “@CommsChat topic 4: What makes (or what should make) a rebrand worthy of winning an award? #commschat” » not entering an award? -8:48 PM Feb 11th, 2013
endpoint_uk @PeterMBarrett and those brands that can articulate simplicity in all they do across their promise, usually the successful ones #commschat -8:48 PM Feb 11th, 2013
Comms_Events RT @adamrubins I cannot agree more so many agencies just show visuals but whats the business foundation or backstory#CommsChat -8:48 PM Feb 11th, 2013
OPENBOXCREATIVE @CommsChat Great visuals work better when the strategy is right. It’s all about beginning with the end in mind#commschat -8:47 PM Feb 11th, 2013
endpoint_uk @adamrubins @CommsChat I cannot agree more. so many agencies just show visuals, but whats the business foundation or backstory #commschat -8:46 PM Feb 11th, 2013
PeterMBarrett A5: Practicality is bottom line. Good creativity might well provide that practicality. But workable delivery of objective is #1#commschat -8:45 PM Feb 11th, 2013
endpoint_uk @adamrubins @CommsChat you’re right, I guess the innovate or die principle drives many brands #commschat -8:45 PM Feb 11th, 2013
rooftopsonfire @CommsChat T5: Reusebility and ease of deployment by anyone in the comms team? If you can’t clearly preset the brand every time.. #Commschat -8:45 PM Feb 11th, 2013
MontseCano @endpoint_uk @CommsChat @Jane_Revell I might be biased, as I do quite a bit of analytics. #commschat -8:44 PM Feb 11th, 2013
adamrubins @endpoint_uk @CommsChat exactly strategy is first and foremost. Great visuals that don’t deliver against strategy are meaningless #commschat -8:43 PM Feb 11th, 2013
endpoint_uk @jgombita I like the notion of an organic rebranding, from within and evolved #commschat -8:43 PM Feb 11th, 2013
CommsChat T5: Why is it important for a design or branding agency to balance creativity and practicality when working on a rebrand?#commschat -8:43 PM Feb 11th, 2013
CommsChat RT @endpoint_uk: @adamrubins @CommsChat Yes, good design or communication is the strategy visualised and verbalised#commschat -8:43 PM Feb 11th, 2013
adamrubins @CommsChat Innovation depends on the brand. Is it a core value for the business? Creativity secondary to those other issues#commschat -8:42 PM Feb 11th, 2013
endpoint_uk @adamrubins @CommsChat Yes, good design or communication is the strategy visualised and verbalised #commschat-8:42 PM Feb 11th, 2013
TransformEvents RT @CommsChat: RT @adamrubins: I would imagine more re-brands are being initialised and developed via the use of social analytics #commschat -8:41 PM Feb 11th, 2013
CommsChat RT @Comms_Events: topic 4: strong brand guidelines were coherent throughout #transformawards13 entries #commschat -8:41 PM Feb 11th, 2013
jgombita A4. When “what is now” captures better than anything than what it was. An organic rebranding rather than an artificial one.#commschat -8:41 PM Feb 11th, 2013
Comms_Events RT @adamrubins: strong consumer insight, driving reputation, consumer interest and purchase intent. Aesthetic is secondary #CommsChat -8:41 PM Feb 11th, 2013
CommsChat .@adamrubins what about creativity/innovation?#commschat -8:41 PM Feb 11th, 2013
Comms_Events @CommsChat topic 4: strong brand guidelines were coherent throughout #transformawards13 entries #CommsChat -8:41 PM Feb 11th, 2013
endpoint_uk @jgombita @CommsChat Totally agree, never witnessed that in any consultancy I worked, its like do 110% for your client#commschat -8:40 PM Feb 11th, 2013
adamrubins @CommsChat strong consumer insight, driving reputation, consumer interest and purchase intent. Aesthetic is secondary#commschat -8:40 PM Feb 11th, 2013
jgombita @rooftopsonfire or fit within the proper number of pages. (Where people manipulate top/bottom/side margins to fit. 🙂#commschat -8:39 PM Feb 11th, 2013
endpoint_uk @MontseCano @CommsChat @Jane_Revell I guess it depends on the brand/communication discipline #commschat -8:39 PM Feb 11th, 2013
MontseCano @Comms_Events @Interbrand @CR_UK Well done! I find I can learn from it. Look forward to reading more about it. #commschat-8:38 PM Feb 11th, 2013
CommsChat Let’s move on to topic 4: What makes (or what should make) a rebrand worthy of winning an award? #commschat -8:38 PM Feb 11th, 2013
endpoint_uk @adamrubins @CommsChat cant agree more especially with consumers so much more overly involved #commschat -8:38 PM Feb 11th, 2013
MontseCano @CommsChat @Jane_Revell I believe that metrics should be standard pretty much for everyone. It’d make things easier.#commschat -8:37 PM Feb 11th, 2013
Comms_Events RT @CommsChat: What are the trends in branding and rebrands this year? Whats new? Whats old? Whats here to stay?#CommsChat -8:37 PM Feb 11th, 2013
Comms_Events .@MontseCano @interbrand carried the work for@CR_UK, shortlisted for #transformawards13 #rebrand #CommsChat-8:36 PM Feb 11th, 2013
endpoint_uk @adamrubins @CommsChat especially so in the consumer space where the brand is in the public realm #commschat -8:36 PM Feb 11th, 2013
adamrubins @CommsChat I’d like to see Best Response To Consumer Demand #commschat -8:35 PM Feb 11th, 2013
CommsChat RT @adamrubins: I would imagine more re-brands are being initialised and developed via the use of social analytics#commschat -8:35 PM Feb 11th, 2013
adamrubins @CommsChat I would imagine more re-brands are being initialised and developed via the use of social analytics #commschat-8:34 PM Feb 11th, 2013
BrittanyGolob2 RT @CommsChat: What are the trends in branding and rebrands this year? What’s new? What’s old? What’s here to stay?#commschat -8:34 PM Feb 11th, 2013
endpoint_uk @MontseCano @CommsChat I am totally with you on that#commschat -8:31 PM Feb 11th, 2013
CommsChat What are the trends in branding and rebrands this year? What’s new? What’s old? What’s here to stay? #commschat -8:30 PM Feb 11th, 2013
Comms_Events RT @MontseCano: @CommsChat I particularly like the work that Cancer Research UK is doing. #CommsChat -8:30 PM Feb 11th, 2013
MontseCano @CommsChat I particularly like the work that Cancer Research UK is doing. #commschat -8:30 PM Feb 11th, 2013
PeterMBarrett @endpoint_uk Absolutely. Esp when so much top #PRwork comes from smaller firms who lack resources to launch award pitches #commschat -8:30 PM Feb 11th, 2013
MontseCano RT @CommsChat: MT @PeterMBarrett: But must remember – its the quality of the work, not the award, thats inspiring/educational#commschat -8:28 PM Feb 11th, 2013
TransformEvents RT @CommsChat: If you just joined us, the Transform shortlist is here: http://t.co/8XH5Bl2U #commschat -8:28 PM Feb 11th, 2013
endpoint_uk @PeterMBarrett thing as agency director I get asked constantly is what effect the work had on the business/brand#commschat -8:28 PM Feb 11th, 2013
BeyondBamboo RT @jgombita: A2. I’d say no. The best rebrands fit needs of stakeholders, not criteria to win an award. #commschat -8:27 PM Feb 11th, 2013
MontseCano RT @philborge: Last night I did a #Commschat about ‘the great online/offline divide’. You can find out what was said herehttp://t.co/2xmvTTp5 -8:27 PM Feb 11th, 2013
PeterMBarrett I think any process that forces us as #PR profs to stop & really look at what we do/done is fruitful. Honest (re)assessing vital#commschat -8:26 PM Feb 11th, 2013
MontseCano Hi, Everyone! Sorry to be late for #commschat tonight. -8:26 PM Feb 11th, 2013
endpoint_uk @PeterMBarrett absolutely, there are some agencies who don’t do awards but deliver great results #commschat -8:26 PM Feb 11th, 2013
Comms_Events RT @CommsChat: Lets move on to topic 3: How does this year’s shortlist reflect the branding industry as a whole?#CommsChat -8:26 PM Feb 11th, 2013
CommsChat If you just joined us, the Transform shortlist is here:http://t.co/8XH5Bl2U #commschat -8:25 PM Feb 11th, 2013
Comms_Events .@beautifulmemes have been shortlisted for#transformawards13 with @bellypennypeople, does competition drive design ideas? #CommsChat -8:25 PM Feb 11th, 2013
CommsChat Let’s move on to topic 3: How does this year’s shortlist reflect the branding industry as a whole? #commschat -8:24 PM Feb 11th, 2013
amandacomms @PeterMBarrett very true – has to be for a purpose and showing innovation and creativity #commschat -8:24 PM Feb 11th, 2013
CommsChat MT @PeterMBarrett: But must remember – its the quality of the work, not the award, thats inspiring/educational #commschat -8:23 PM Feb 11th, 2013
jgombita RT @rooftopsonfire: @jgombita Agree! Nothing worse than a by-the-numbers design project, purely designed to tick boxes.#Commschat -8:23 PM Feb 11th, 2013
PeterMBarrett I find awards useful to learn from. But must remember – it’s the quality of the work, not the award, that’s inspiring/educational#commschat -8:23 PM Feb 11th, 2013
endpoint_uk @adamrubins @CommsChat I think where the award shows design effectiveness its definitely something clients value#commschat -8:22 PM Feb 11th, 2013
BridgetAherne #commschat they’re also brill to make yourselves reflect on comms -the gongs come 2nd for us, the value is in us assessing what was good/not -8:22 PM Feb 11th, 2013
beautifulmemes I think the element of competition might be raised a little if agencies as well as brands were credited on the shortlist#commschat -8:21 PM Feb 11th, 2013
rooftopsonfire @jgombita Agree! Nothing worse than a by-the-numbers design project, purely designed to tick boxes. #Commschat-8:21 PM Feb 11th, 2013
CommsChat @jgombita Can a rebrand do both? #commschat -8:21 PM Feb 11th, 2013
adamrubins @CommsChat i speak strictly from an agency point of view#commschat -8:21 PM Feb 11th, 2013
endpoint_uk @jgombita i totally agree #commschat -8:20 PM Feb 11th, 2013
adamrubins @CommsChat awards are vanity but a useful commodity in driving awareness and validating your capabilities to prospective clients#commschat -8:20 PM Feb 11th, 2013
PeterMBarrett Joining in on #commschat. Sorry I’m late….. -8:19 PM Feb 11th, 2013
Comms_Events RT @CommsChat: Dont forget to use the #commschattag when posting #CommsChat -8:17 PM Feb 11th, 2013
jgombita A2. I’d say no. The best rebrands fit needs of stakeholders, not criteria to win an award. #commschat -8:17 PM Feb 11th, 2013
jgombita @Jane_Revell problem is when it becomes “formulaic” whereby the project and entry is designed purely to increase a chance to win.#commschat -8:16 PM Feb 11th, 2013
Comms_Events .@CommsChat reward and recognition. The competition drives creativity and unique rebrands #CommsChat -8:16 PM Feb 11th, 2013
ThePRCoach Comms grow from core: Six Things CEOs Should Know About Corporate Core Values #PR #commschat http://t.co/43bKpwxT-8:15 PM Feb 11th, 2013
CommsChat Don’t forget to use the #commschat tag when posting#commschat -8:15 PM Feb 11th, 2013
CommsChat Well, how about topic 2: What is the benefit to entering awards for a rebrand? Does competition drive the best ideas in design#commschat -8:12 PM Feb 11th, 2013
CommsChat @Jane_Revell true, there are many different metrics agencies use in entries #commschat -8:12 PM Feb 11th, 2013
Jane_Revell It’s always interesting to see how organisations measure/evaluate their success in awards entries #Commschat -8:11 PM Feb 11th, 2013
CommsChat It’s also interesting to see how other countries/regions approach rebranding, as there were entries from Russia, Romania, etc.#commschat -8:09 PM Feb 11th, 2013
Comms_Events And the quality of entries were outstanding this year. 2013 shortlist can be found here http://t.co/OGYT7tc9 #CommsChat-8:09 PM Feb 11th, 2013
Jane_Revell I always enjoy reading about what people have done to be short listed and it helps me to think about what we can do better.#Commschat -8:07 PM Feb 11th, 2013
CommsChat This year, there were a record no. of companies shortlisted and a record number of entries #commschat -8:06 PM Feb 11th, 2013
rooftopsonfire @CommsChat Absolutely. Its always good to learn from the cream of the crop and translate it back to improve your own work.#Commschat -8:03 PM Feb 11th, 2013
BrittanyGolob2 RT @Comms_Events: .@CommsChat congratulations to all the #TransformAwards13 shortlisters, hopefully see you all on 19 March #CommsChat -8:03 PM Feb 11th, 2013
Comms_Events .@CommsChat congratulations to all the#TransformAwards13 shortlisters, hopefully see you all on 19 March#CommsChat -8:02 PM Feb 11th, 2013
CommsChat Is it a good way to keep up to date on what other agencies are doing and help raise the bar in design? #commschat -8:01 PM Feb 11th, 2013
CommsChat Let’s get started with two part T1: Does looking at award shortlists/winners inspire you? #commschat -8:01 PM Feb 11th, 2013
Communicatemag 1 minute to #commschat – tonight theyre covering#brand #rebrand & brand transformation. Sadly Im missing tonight. But should be a good one -8:00 PM Feb 11th, 2013
CommsChat Lots of topics tonight, so keep in mind that everything relates back to rebranding, repositioning and brand transformation#commschat -8:00 PM Feb 11th, 2013
CommsChat Joining us is Tony from @endpoint_uk, one of the#transformawards13 sponsors #commschat -8:00 PM Feb 11th, 2013
CommsChat Hi all, Brittany here. Tonight we’ll look at the 2013 Transform shortlist: http://t.co/8XH5Bl2U #commschat -8:00 PM Feb 11th, 2013
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