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Challenge

Skoda Minotti was a quickly growing firm that had expanded from start-up in 2001 to 110 employees by the end of 2005. The firm was rapidly gaining business based on the individual reputations of its professional staff and the firm leadership realized that it needed to move away from an "individual" mentality and establish a "single firm mentality" and brand identity going forward in order to help the firm sustain its success.

Solution

Skoda Minotti Marketing Services Group initiated a branding process that involved:

  • Every member of the firm through one-on-one interviews and group interview sessions
  • Clients
  • Business contacts
  • Vendors/suppliers
  • Former clients
  • Industry experts (i.e. editors, reporters and associations)
  • Competitive analysis

Results

The process resulted in a re-branding of the firm's brand essence and identity, followed by the creation of key marketing materials including a new logo and tagline, redesigned Web site and new collateral material (brochures, sell sheets, case studies, etc). Prior to commencing externally, the entire firm underwent a nine-month internal brand launch to ensure that every employee could feel comfortable owning, defending and selling the brand every day.

A branding benchmark survey, taken six months after the launch of the brand, revealed that: 70.5% of respondents had increased awareness of Skoda Minotti's dedication to its clients and business contacts while 63.5% had increased awareness of Skoda Minotti's work in the community.

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