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Amrop 2011 REBRAND 100 > distinction

Enterprise Rebrand
Country Base: Belgium
Industry/Sector: Business, Professional Services, Career Services, Executive Recruitment
Below: Before and After Images in Slide Show, Summary, Credits


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Summary:

Industry Setting
Amrop Hever is a top ten global Executive Search Group. Unlike its main competitors, Heidrick & Struggles, Korn Ferry and Egon Zehnder, who are more traditional, wholly owned organizations, Amrop Hever is a network of 58 independently owned firms in 41 countries around the world.

Challenge
Despite having the greatest number of offices in more countries, each local firm branded under its own name, so it was easy for competitors to position Amrop Hever as a loose affiliation of firms. Amrop Hever found it impossible to build a global reputation and get the credit it deserved in the marketplace.

Strategy
We helped Amrop Hever unify and focus its marketing efforts by getting its 58 member firms to agree to a single Amrop master brand (dropping the Hever name). We branded the unique Amrop search methodology: Context Driven Executive Search. And we developed a bold new logo and identity system that positions Amrop as a very different solution in an industry that has not changed for years. Additionally we re-wrote their pitch and are holding on-going member training to sell a consistent story and drive a unified service offering, ways of working and forms of evaluation.

Result
In the words of Amrop’s Chairman, our work has “helped to bring the organization together in ways they never expected.” It demonstrates the power of a brand to transform an organization. Amrop now has one name and one story around the world, our next step is to leverage PR and broader social media to build awareness.


Credits:

Client: Amrop - www.amrop.com

Brand Strategists/Designers: Thackway McCord - www.thackwaymccord.com


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