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Why Kathmandu is going out there with its new brand platform and purpose Outdoor retailer's chief customer officer talks through the brand reposition work and articulation of purpose and values to drive growth Cementing a differentiated position in the outdoors category globally while getting local consumers to reappraise and fall back in love with its brand lies at the heart of new brand positioning and vision work undertaken by Kathmandu. The outdoor goods manufacturer and retailer last week debuted its new brand positioning, ‘We’re out there’, as well as its new purpose, to improv...

The guest acquisition platform has broadened its product platform and adapted its brand position to better capture its offering to hotel customers

Details 23 April 2021 Shangri-La Hotels and Resorts has refreshed its brand logo in line with its 50th anniversary celebrations, reflecting the brand's journey and evolution with its guests while staying true to the brand roots of constantly delivering warm Asian hospitality. According to Shangri-La, the logo presents are more contemporary look and feel while maintaining the brand's equity. The signature “S” mark is retained and takes on a new gold colour that evokes the warm glow of sunrise, and the original typeface is refined for a more modern feel to...

Details 12 April 2021 StarHub has moved away from its iconic green, blue and yellow logo after more than 20 years, to adopt a neon spring green shade. It has also embraced a new graphic branding element on its advertising and platforms which it calls "The Portal". According to StarHub, "The Portal" is a "bold and unique graphic device that comes straight from its logo", and is a new identity system that brands all of its content moving forward. It signals transformation and is a gateway to all things StarHub's customers love, the brand added. This way, consu...

Weikfield pushes custard and pasta products in first-ever brand campaign Share Via: The campaign, which has been conceived and executed by Grey Worldwide, includes two copies; one for custard and another for pasta. Weikfield Foods has unveiled its first-ever brand campaign for custard powder and pasta products. The campaign, which has been conceived and executed by Grey Worldwide, includes two copies; one for custard and another for pasta. “We have been adding joy to our consumers’ lives in India and abroad since 1956,” said D S Sachdeva, chief executive officer at Weikfield F...