Posts Tagged ‘brand development’

Rebrands 2012: The good, the bad and the ugly

Tuesday, January 8th, 2013

Rebranding is never a simple task; everyone wants to entice new business whilst retaining their existing customers. The best rebrands can convey an organisation’s redefined proposition and the worst can destroy reputations.

As such, I’ve picked three of my favourite rebrands of the last year and highlighted some that perhaps controversially, i’m not too fond of.

The Best Rebrands of 2012

1. CooperVision


CooperVision, one of the world’s largest contact lens manufacturers, stepped away from cold and literal representations of water to unveil  ‘a refreshing perspective’ as their revised brand promise, using bold watercolours in their marketing materials to convey this. Whilst the whole ‘sight is more than just about seeing’ connotations may seem obvious, they are also effective (and won the organisation a 2012 Rebrand 100 Award).

New Year’s Revolution: Top 10 tips for tip-top content in 2013

Friday, December 21st, 2012

Further to Martin’s Digital Marketing Predictions for the New Year, here’s another little festive gift in the form of 10 top tips for 2013. Much easier to implement than Resolutions such as ‘Do 4,000 sit ups every morning’ or ‘Complete an ultra-marathon wearing a suit of armour’, these are designed to help you create a Revolution in your approach to writing great content to engage your audience, generate new leads and win new business in 2013 and beyond.

New Year’s Revolution: Top 10 tips for tip-top content in 2013 from _Katapult


Producing high-value content helps build a loyal audience; by providing such useful content to the people who want it most, you can cultivate your leads and nurture them through the sales funnel. Producing interesting, timely and relevant content doesn’t have to take up a massive internal resource either, encourage your team to input on content that is relevant to their expertise to help add authority to your brand and messaging.


Without knowing where your audience is and what social channels they are using, you could end up becoming the jack of all channels and the master of none. Your audience doesn’t need to be huge but they do need to care about what you’re doing. If you think that everyone should care, it’s unlikely that you’ll communicate effectively with anyone.


Without setting goals and a content strategy, you could end up staring at meaningless statistics. Make sure you know what you want your audience to do with your content, how they should engage with it and give them clear call to actions throughout.


Investing your time writing an authoritative white paper or eBook may seem daunting, but once you have this content, its uses are (almost) endless. Capturing data when your publications are downloaded connects you to people who are genuinely interested in what you do. Think backwards; think about what kind of lead you want and then produce content that entices your audience to fulfil your calls to action.


One interesting and insightful article can be used numerous times in as many different ways. Break the content up and mould it into new formats for different uses and users.  For example create a video or a slideshow to share on YouTube or SlideShare, an infographic to share on, turn it into a webinar or a presentation for an event, relate your content to a real life case study, do a survey on Survey Monkey or break it down and write a how-to article on the subject. By adapting your content, you can achieve maximum reach for your efforts.


Katapult into the New Year

Friday, January 7th, 2011



Happy 2011 to all our clients, suppliers and friends – hope this year is a prosperous one for you all.

Katapult have started the year as we mean to continue it, with the first week including an exciting new pitch, work on the fast approaching Format Festival launching in March, and the next stages of the launch of a new drinks brand – the photo above shows Phil from our video and motion graphic division K-Motion filming in late December for the viral ads.

We’re working on some other great projects at the moment too, including giving our own Katapult website a facelift with some new functionality, info and features.

The year ahead promises to be an interesting one with all things digital growing even more in prominence. We expect to see more interest in digital brand development as client organisations increase their presence and activity in digital channels and need a clear strategy across website, search, social, mobile, apps et al. The challenge is to get all of these working together in complementary fashion to build brand equity at the same time as meeting specific objectives. For example, are HR and Sales presenting the brand consistently to potential employees and prospective customers respectively?

This perhaps presents a window of opportunity for start-ups to build multi-dimensional brands from the ground up and use this agility to steal a march on established, and perhaps less responsive competitors in the digital arena.

We also expect to see the ‘C’ word take centre stage as clients realise the increasing importance of content at the heart of their digital strategy. More will embrace the publisher role of their brand as a key tactic for attracting new customers and creating advocates.

Another ‘C’ that is sure to boost its profile is cloud computing with 2011 providing a better barometer for its impact on capital expenditure and management costs. We’ll see whether the cloud delivers the freedom it promises and whether organisations will make the leap of faith and entrust suppliers with their infrastructure in return for lower costs and greater agility. For marketing folk this could mean less administration, improved access to more up-to-date data and more flexible campaign planning, execution and adjustment. Interesting times ahead…

Anyway, enough of the stargazing for now, we’ll share more of our thinking throughout the year. In the meantime, we’re cracking on with various current brand, marketing, design and digital projects including an online game and viral videos.

Here’s to a healthy and successful 2011.