Interbrand, a brand consultancy firm, has celebrated its 10th anniversary in India by revealing a unique logo design. The company has adopted the theme of ‘Change Creators’ for the year, which highlights its perspective that brands should not only adapt to change but also strive to create it.
Interbrand has marked its 10th anniversary by introducing a groundbreaking concept called ‘Arenas,’ which offers a unique perspective on conventional ‘categories’ and the competitive landscape. Unlike traditional strategies that define competition within the same category offering similar products and services, Interbrand’s ‘Arena-Thinking’ recognizes that competition can emerge from any category that fulfills the same customer needs. The approach is centered around human needs, such as Play, Move, Connect, Express, Thrive, and Dwell (Interbrand’s Arenas), and explores the competitive challenges at the intersection of culture, business, and innovation.
Ashish Mishra, CEO, Interbrand India and South Asia, said, “A decade back we began with a very clear purpose. To elevate the Indian brands to global benchmarks. This was necessary not only to make them better placed for the global markets Indian brands wanted to play in, but even more critically to safeguard their own domestic territories from the influx of global brands in their backyard. To be able to do that, we had to change the leverage of brands and branding from cosmetic to strategic. I am delighted that we have helped accelerate the shift in the way brands are appreciated as a business asset in the Indian market over time.”
Gonzalo Brujó, Global CEO, Interbrand, said, “We have seen such incredible work coming out of India’s office over the last decade. Despite an extremely challenging environment for business across the world (lockdowns, war, supply chain disruptions, etc.), Interbrand India has grown an astounding four times while maintaining an excellent reputation as a solid partner for our clients. The last time I visited the country, I claimed India was to enter its own Decade of Possibilities. Currently, with a strong economic performance, businesses driving strategic shifts, and technology advancements, I surely can confirm that India is already navigating its Decade of Possibilities.”
“In most of these instances, we deployed brands as a tool that enables the business and culture-building efforts inside, and experience-building campaigns outside. To that extent, we now guide transformation, restructuring, people, and behaviors with management on one hand and design, communication, digital and offline exercises, with marketing and agency partners, on the other. Majority of these initiatives have traditionally been one-off acts, disjointed even in their success,” added Mishra.
Mishra said, “We are looking at Increasing our Asia footprint, deploying Arenas as an Iconic Move for partners to create quantum growth in business value and adding specialized verticals. One of the verticals naturally emerging for us on the back of our series of projects including the branding of new teams in the IPL’S Capital’s franchise and rebranding Rajasthan Royals, is ‘Sports Branding.’ This is also a vertical well supported by our global experience including the world’s most talked about rebrand, Juventus.”
Interbrand has an impressive portfolio of branding work for various companies, including Jio, Godrej, Britannia, Infosys, Mahindra, Nerolac, and Ashok Leyland, among others. The company has also added some next-generation companies to its list, such as Truecaller, which originates from Sweden, Switch Mobility from Hinduja Group, and VIDA from Hero MotoCorp.
