| GKB
2010 REBRAND 100 Winners > notable
Industry: Technology-Computer Hardware and Software and Professional Services
Enterprise Rebrand
Country Base: Taiwan (ROC)
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - For twenty years GKB was a small, yet successful manufacturer of surveillance cameras and related hardware. Now, with surveillance transitioning from analog to digital and Chinese hardware manufacturers entering the already competitive hardware market, GKB has begun a strategic shift to integrated security solutions.
Challenge - The original GKB brand identity failed to capture the company’s new capabilities as a solutions provider; instead, it reinforced the company as a manufacturer. Furthermore, existing product communications lacked the cohesiveness necessary to inspire confidence in GKB’s newest offerings.
Strategy - DDG interviewed GKB employees, distributors, and related media to capture the broadest perspective on the GKB brand. In addition, [the firm] conducted online and offline research to find out how consumers felt about the brand and its products. Competitors' positioning was also examined to help accurately reposition the GKB brand.
DDG then helped GKB expand communication beyond a product focus, introducing the concept “Making the World Safer by Making Security Easier”. Following this, a new visual language conveying a friendlier, solutions-focused GKB was created. Communications were also re-engineered to produce more intuitive print and web-based marketing materials.
Result - GKB’s transformation earned immediate recognition from partners, agents and industry media. The new brand identity has successfully repositioned GKB as a friendly, approachable solutions provider, which has contributed to an immediate jump in sales leads. Redesigned marketing materials has also made complex information more accessible, reducing time required to educate customers. Most importantly, the rebranding has produced increased engagement among employees and confidence in the company’s future.
Credits:
Client: GKB CCTV Co., Ltd. - www.gkbsecurity.com
Brand Strategists/Designers: DDG - Direction Design Group, Taiwan - www.ddg.com.tw
Brand Audit and Strategy:
Managing & Strategic Director: Mark Stocker
Brand Image and Creative Design:
Lead Designer: Yuting Chang
Designer: Amy Chang
Creative Communication:
Communication Specialist: Yee Yan Leong
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