When two brands are merging, it is about to find the uniting element.
What unites the people behind the brands? And how can the central brand topic be derived from this?
Whatever you find out, it is important to stay focussed.
We humans don't remember as much as we brand managers think. And people certainly don't remember as much as we would like them to. It's like this! š¤Æš¤·āāļøš But this is what is most often misjudged in brand development.
That's why it is important to have focus on one brand topic. And to play and interpret this in a lively and inviting way... and create memories!
I spoke about this at the opening days of the new coworking locations in Hamburg and Frankfurt of the two coworing brands Work Inn and SleevesUp!. It was precisely for their merger that we at Dragon Rouge went in search of the common brand essence and provided our partner and lead agency 9elements with the strategic brand foundation. More about this soon here in the blog...
But today I'm mainly saying: Hello & congratulations on the new locations! š
Picture credits:
Teaser images designed by WorkInn & SleevesUp (incl portrait photo made by Mitja Schneehage)
Marken sind Erinnerungen-Photo from Hamburg made by Tim Schablitzki
Other two Hamburg pictures made by Mitja Schneehage as a Dragon Rouge-colleague)
Frankfurt: Keynote pictures with "Niki in action" made by Madeleine Meermann
Frankfurt: Group photo made by unknown person
Selfie and photo from Skyscrapers made by Niki