March 05, 2010 — The AGRI-TREND Group of Companies was named one of the world’s most effective rebrands in the sixth annual REBRAND 100® Global Awards. REBRAND 100 is the highest recognition for excellence in brand repositioning, and is the first and only global, juried program of its kind. RFX Brand + Communications’ rebrand of AGRI-TREND encompasses a strategic reorganization of the various brands, an overall simplification, and development of a strategic roadmap to accommodate future growth.
“I am genuinely impressed with the work from this year’s REBRAND 100 Global entrants,” said Callison Executive Vice President and 2010 juror, Paula Stafford. “It is apparent companies are working hard to provide a 360 degree, comprehensive brand language. They see the value and strength of consistency, clarity of identity and message in reaching their respective audiences. Some entries were spot on in connecting with their targeted customers, patients and clients.”
To select winners, a new, international panel of industry experts convenes yearly to review the best of the submissions. They consider “before” and “after” images of brand transformations with written summaries. Emphasis was on executed strategy that made an emotional connection, and met the stated objectives and needs of the identified target market. Jurors were unaware of the brand strategist’s name and size when reviewing the projects. Consequently, a small consulting firm had as much opportunity to be selected as did global organizations.
Over 36 industries and 29 countries are represented among the 2010 winners. They ranged from the City of Pula’s Office of Tourism in Croatia to Nike, and Walmart, the worlds largest retailer. Some of the competing brand consultants included Interbrand, Radley Yeldar, Lippincott, and Siegel+Gale, in addition to in-house teams, small agencies, and representatives of multinational corporations. The rebrand could have been an enterprise-wide effort, a change in a single brand component, or a brand extension.
The 2010 panel of 10 included Friederike Biegel, Director of Strategy, Peter Schmidt Group in Germany; Founder, Director & Principal Designer; Ashwini Deshpande of India-based Elephant Strategy + Design; Uche Nworah, Channel Brand Manger for Glo; Andrew Gorman, Creative Director, Radley Yeldar, and Kit Hinrichs, former Pentagram Partner and founder Studio-Hinrichs.
About REBRAND™ and the REBRAND 100® Global Awards:
REBRAND™ is the first, and only expert-led, global resource focused on brand transformations. Its REBRAND 100® Global Awards, is the highest, recognition for excellence in brand repositioning. Featured in such media as The Wall Street Journal, CNN Money, BusinessWeek, and Yahoo! Finance, the annual awards has entry deadlines in late September. View case studies from numerous industries at www.rebrand.com.