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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:

 

 That’s 9pm. Thanks  for joining in tonight. For more info on #transformawards13, contact #commschat -9:00 PM Feb 11th, 2013

  

  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

  

 RT : RT : It is important to comprehend the business needs that prompted a rebrand before proceeding #commschat -8:58 PM Feb 11th, 2013

  

   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

  

 “  …. but yes strategic insight and cultural locality #commschat” »» brands are built from inside out Culture is key -8:57 PM Feb 11th, 2013

  

 RT   I guess it depends on the brand and its positioning as to the balance#CommsChat -8:57 PM Feb 11th, 2013

  

   That’s hard work. #commschat-8:56 PM Feb 11th, 2013

  

 RT : It is important to comprehend the business needs that prompted a rebrand before proceeding#commschat -8:56 PM Feb 11th, 2013

  

   …. but yes strategic insight everything and cultural – based on different locality#commschat -8:56 PM Feb 11th, 2013

  

   It is important to comprehend the business needs that prompted a rebrand before proceeding #commschat -8:55 PM Feb 11th, 2013

  

  was an association so it involved staff, elected officials, regular members, external stakeholders etc. Fascinating!#commschat -8:54 PM Feb 11th, 2013

  

   I guess it depends on the brand and its positioning as to the balance #commschat -8:54 PM Feb 11th, 2013

  

  more rebrands based on time and stakeholder changes versus consumer demand or insight! #commschat-8:54 PM Feb 11th, 2013

  

 RT : Last topic of the evening: What can we look forward to in next years Transform shortlist? #CommsChat -8:53 PM Feb 11th, 2013

  

 thanks  what’s your (end) point? #commschat -8:53 PM Feb 11th, 2013

  

  I bet you worked right across the organisation and culture #commschat -8:52 PM Feb 11th, 2013

  

 “ T5: Why balance creativity and practicality on a rebrand? #commschat” »» strategic and cultural insights key to creativity -8:52 PM Feb 11th, 2013

  

   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

  

 Last topic of the evening: What can we look forward to in next year’s Transform shortlist? #commschat -8:51 PM Feb 11th, 2013

  

  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

  

 “ 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

  

  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

  

 RT  I cannot agree more so many agencies just show visuals but whats the business foundation or backstory#CommsChat -8:48 PM Feb 11th, 2013

  

  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

  

   I cannot agree more. so many agencies just show visuals, but whats the business foundation or backstory #commschat -8:46 PM Feb 11th, 2013

  

 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

  

   you’re right, I guess the innovate or die principle drives many brands #commschat -8:45 PM Feb 11th, 2013

  

  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

  

    I might be biased, as I do quite a bit of analytics. #commschat -8:44 PM Feb 11th, 2013

  

   exactly strategy is first and foremost. Great visuals that don’t deliver against strategy are meaningless #commschat -8:43 PM Feb 11th, 2013

  

  I like the notion of an organic rebranding, from within and evolved #commschat -8:43 PM Feb 11th, 2013

  

 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

  

 RT   Yes, good design or communication is the strategy visualised and verbalised#commschat -8:43 PM Feb 11th, 2013

  

  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

  

   Yes, good design or communication is the strategy visualised and verbalised #commschat-8:42 PM Feb 11th, 2013

  

 RT : RT : I would imagine more re-brands are being initialised and developed via the use of social analytics #commschat -8:41 PM Feb 11th, 2013

  

 RT : topic 4: strong brand guidelines were coherent throughout #transformawards13 entries #commschat -8:41 PM Feb 11th, 2013

  

 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

  

 RT : strong consumer insight, driving reputation, consumer interest and purchase intent. Aesthetic is secondary #CommsChat -8:41 PM Feb 11th, 2013

  

 . what about creativity/innovation?#commschat -8:41 PM Feb 11th, 2013

  

  topic 4: strong brand guidelines were coherent throughout #transformawards13 entries #CommsChat -8:41 PM Feb 11th, 2013

  

   Totally agree, never witnessed that in any consultancy I worked, its like do 110% for your client#commschat -8:40 PM Feb 11th, 2013

  

  strong consumer insight, driving reputation, consumer interest and purchase intent. Aesthetic is secondary#commschat -8:40 PM Feb 11th, 2013

  

  or fit within the proper number of pages. (Where people manipulate top/bottom/side margins to fit. 🙂#commschat -8:39 PM Feb 11th, 2013

  

    I guess it depends on the brand/communication discipline #commschat -8:39 PM Feb 11th, 2013

  

    Well done! I find I can learn from it. Look forward to reading more about it. #commschat-8:38 PM Feb 11th, 2013

  

 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

  

   cant agree more especially with consumers so much more overly involved #commschat -8:38 PM Feb 11th, 2013

  

   I believe that metrics should be standard pretty much for everyone. It’d make things easier.#commschat -8:37 PM Feb 11th, 2013

  

 RT : 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

  

 .  carried the work for, shortlisted for #transformawards13 #rebrand #CommsChat-8:36 PM Feb 11th, 2013

  

   especially so in the consumer space where the brand is in the public realm #commschat -8:36 PM Feb 11th, 2013

  

  I’d like to see Best Response To Consumer Demand #commschat -8:35 PM Feb 11th, 2013

  

 RT : I would imagine more re-brands are being initialised and developed via the use of social analytics#commschat -8:35 PM Feb 11th, 2013

  

  I would imagine more re-brands are being initialised and developed via the use of social analytics #commschat-8:34 PM Feb 11th, 2013

  

 RT : 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

  

   I am totally with you on that#commschat -8:31 PM Feb 11th, 2013

  

 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

  

 RT  I particularly like the work that Cancer Research UK is doing. #CommsChat -8:30 PM Feb 11th, 2013

  

  I particularly like the work that Cancer Research UK is doing. #commschat -8:30 PM Feb 11th, 2013

  

  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

  

 RT : MT : But must remember – its the quality of the work, not the award, thats inspiring/educational#commschat -8:28 PM Feb 11th, 2013

  

 RT : If you just joined us, the Transform shortlist is here: http://t.co/8XH5Bl2U #commschat -8:28 PM Feb 11th, 2013

  

  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

  

 RT : 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

  

 RT : 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

  

 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

  

 Hi, Everyone! Sorry to be late for #commschat tonight. -8:26 PM Feb 11th, 2013

  

  absolutely, there are some agencies who don’t do awards but deliver great results #commschat -8:26 PM Feb 11th, 2013

  

 RT : 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

  

 If you just joined us, the Transform shortlist is here:http://t.co/8XH5Bl2U #commschat -8:25 PM Feb 11th, 2013

  

 . have been shortlisted for#transformawards13 with , does competition drive design ideas? #CommsChat -8:25 PM Feb 11th, 2013

  

 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

  

  very true – has to be for a purpose and showing innovation and creativity #commschat -8:24 PM Feb 11th, 2013

  

 MT : But must remember – its the quality of the work, not the award, thats inspiring/educational #commschat -8:23 PM Feb 11th, 2013

  

 RT  Agree! Nothing worse than a by-the-numbers design project, purely designed to tick boxes.#Commschat -8:23 PM Feb 11th, 2013

  

 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

  

   I think where the award shows design effectiveness its definitely something clients value#commschat -8:22 PM Feb 11th, 2013

  

 #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

  

 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

  

  Agree! Nothing worse than a by-the-numbers design project, purely designed to tick boxes. #Commschat-8:21 PM Feb 11th, 2013

  

  Can a rebrand do both? #commschat -8:21 PM Feb 11th, 2013

  

  i speak strictly from an agency point of view#commschat -8:21 PM Feb 11th, 2013

  

  i totally agree #commschat -8:20 PM Feb 11th, 2013

  

  awards are vanity but a useful commodity in driving awareness and validating your capabilities to prospective clients#commschat -8:20 PM Feb 11th, 2013

  

 Joining in on #commschat. Sorry I’m late….. -8:19 PM Feb 11th, 2013

  

 RT : Dont forget to use the #commschattag when posting #CommsChat -8:17 PM Feb 11th, 2013

  

 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

  

  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

  

 . reward and recognition. The competition drives creativity and unique rebrands #CommsChat -8:16 PM Feb 11th, 2013

  

 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

  

 Don’t forget to use the #commschat tag when posting#commschat -8:15 PM Feb 11th, 2013

  

 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

  

  true, there are many different metrics agencies use in entries #commschat -8:12 PM Feb 11th, 2013

  

 It’s always interesting to see how organisations measure/evaluate their success in awards entries #Commschat -8:11 PM Feb 11th, 2013

  

 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

  

 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

  

 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

  

 This year, there were a record no. of companies shortlisted and a record number of entries #commschat -8:06 PM Feb 11th, 2013

  

  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

  

 RT : . congratulations to all the #TransformAwards13 shortlisters, hopefully see you all on 19 March #CommsChat -8:03 PM Feb 11th, 2013

  

 . congratulations to all the#TransformAwards13 shortlisters, hopefully see you all on 19 March#CommsChat -8:02 PM Feb 11th, 2013

  

 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

  

 Let’s get started with two part T1: Does looking at award shortlists/winners inspire you? #commschat -8:01 PM Feb 11th, 2013

  

 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

  

 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

  

 Joining us is Tony from , one of the#transformawards13 sponsors #commschat -8:00 PM Feb 11th, 2013

  

 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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