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Project RE:Brand - Refresh Your Brand. Revitalize Your Business.

American Express OPEN 01:45 View transcript

13 Comments


VO:
American Express Open is empowering business owners. Follow our new mini series as we pair different small businesses, each with their own leading branding agency. Our goal is to help them learn about the importance of their brand to help their business boom.
Stefan Boublil:
Whereas only a few years ago branding used to very much be synonymous with graphic design, today branding is a lot more about experience.
Iris Schreier:
The brand could definitely use a facelift.
Nick Tarascio: And we have so many different segments of our business it’s going to be really hard to bring one consistent brand together.
Melissa Zeitler:
It’s a very hard name to work a line around. The brand has always been different for us.
Nick Tarascio:
I just want to find a way to connect on a real emotional level with people. I just don’t know how to do it yet. That’s why I’m hoping to find someone who can helps us with that.
Richard Pandiscio:
So, basically how can we help you?
Nick Tarascio:
You know right now I don’t think people really even know that we exist.
Melissa Zeitler: We want to get who our customers are.
Elliot Schreier:
I guess were still not clear on our own what we want out of branding.
Richard Pandiscio:
So you’re saying that neither company’s name can change.
Nick Tarascio:
Technically, no.
VO:
Discover how each branding agency helps evolve the small business’s brand during an intense 8 weeklong assignment.
Dominic Sinesio:
I think it’s very apparent that ArtYarns needs a rebrand.
Richard Pandiscio:
Quite honestly, I don’t think they have a brand.
Lisa Simpson:
My first impressions of the Citrasoft brand, it’s a great product but it’s a little bit disjointed.
Melissa Zeitler:
I kind of have a feeling that we may end up with something more different than we ever have in the past.
Nick Tarascio: In the worst-case scenario were all going to understand ourselves much better.
VO: Follow the challenges, revelations, and apprehensions experienced by the small business owners.

November 4, 2010

Announcing Project RE:Brand, a new web series on OPEN Forum. Project RE:Brand brings to life the issues faced by five small business owners as they partner with five leading branding agencies to recreate their brand identity. Watch this compelling video series and follow along as these small businesses undergo brand makeovers that can help their businesses Boom.

What do you think?

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  • LEIGH BONNELL 11 months ago

    LEIGH BONNELL

    How do design businesses get to participate with Project RE:brand by offering services to these types of companies?

  • RICHARD WHITE 1 year 1 months and 30 days ago

    RICHARD WHITE

    Looking forward to seeing how you approach this.Dan T.http://www.matchstic.com

  • Ravi Dindayal 1 year 2 months and 7 days ago

    Ravi Dindayal

    Great forum, very useful information.

  • ROBERT KILLIAN 1 year 2 months and 29 days ago

    ROBERT KILLIAN

    I have to join in the negative chorus. While design firms calling themselves branding agencies won't do much harm, they won't venture outside their comfort zone, either.

  • CAROLYN KOPF 1 year 4 months and 0 days ago

    CAROLYN KOPF

    Very interested in this series! Thank you for highlighting the emphasis of brand building! Carolyn Kopf of www.cekpartners.com.

  • Dane Madsen 1 year 3 months and 27 days ago

    Dane Madsen

    I agree with Brodie and Mike. Brand is who you are in the dark; logos are the face of the Brand. This is not helpful at all, rather may be harmful to small businesses that have no room for error and that are struggling with differentiation. The editorial is in this comment by one Toda person, “Their logo is not the only thing that defines the brand”. The logo actually has nothing to do with defining a brand. The brand personality is developed with thought, visceral feelings, and huge effort. The logo is what evokes the people to feel that emotion about a brand, good or bad. You would think that AMEX, with the power of its Brand would have a better grasp on this issue.

  • brodie rosca 1 year 5 months and 2 days ago

    brodie rosca

    Branding is not Marketing. Many people assume that branding is something that falls somewhere between the creative team and the marketing department. My view at brandtson creative is actually a ceo level initiative that drives the entire organization - in fact, from my perspective, branding has very little to do with the marketing department at all.there are four primary areas i look at when beginning any branding project.1. do you know who you are?2. do you know how you are currently positioned in the marketplace?3. does your brand identity reflect who you are and your positioning?4. how will you communicate your brand?

  • Mike Lieberman 1 year 5 months and 12 days ago

    Mike Lieberman

    Unfortunately, these videos continue to lead small businesses down the wrong path. Having worked with business owners for almost 1o years, and having owned my own small business for that entire time, what they need is a sound business oriented marketing startegy designed to drive leads and revenue. Not fancy branding or traditional advertising. I think these branding agencies missed the mark for their clients. Entreprenuers need marketing tactics that contribute to the top line, not highly creative branding campaigns. For some real advice on driving revenue, visit these sites. www.square2marketing.com; www.realitymarketingrevolution.com; and http:/blog.square2marketing.com. Good luck!

  • JOHN MOST 1 year 5 months and 25 days ago

    JOHN MOST

    Sorry to be so critical, but anyone who really understand what this really is all albout understands it starts strategically and not from a design. The questions being asked are superficial and do little to really get at the brand essence. There are far too many of these "ad agencies masquerading as "branding companies". Ad Agencies have begun to use this as a new business trick. I watched the first episode--sorry--I'll pass on the rest.

  • Josh Dickerhoof 1 year 5 months and 25 days ago

    Josh Dickerhoof

    This is such an incredible series and very insightful to see how other agencies are working through the same processes we are. Amazing and well put together. This takes my appreciation of AMEX to another level. Thanks for creating such an interesting series that truly speaks to my business.

  • MITESH SOLANKI 1 year 6 months and 9 days ago

    MITESH SOLANKI

    Our entire team loves this series...

  • Ricardo B. Giuliani 1 year 6 months and 20 days ago

    Ricardo B. Giuliani

    Amazing.

  • DANIEL ANTONELLI 1 year 6 months and 27 days ago

    DANIEL ANTONELLI

    Looking forward to this series!

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