Fresh approach is need of the hour

Most marketing gurus suggest additional advertising and marketing efforts to sustain in the current economic scenario. And there are a few daring to take the bull by the horns and push ahead with their renewed marketing and branding communications aggressively.

Rufus Leonard International has been successful in convincing its clients to do the same and have, in fact, swayed many new clients to go for a rebranding exercise in order to induce a fresh approach with a positive outlook.

The company, led by its global CEO Neil Svenson, has just rebranded high-profile brands such as AME Info and Zurich International Life.

In an interview with Emirates Business he defines the company strategy for growth in the region and how are it persuades clients for branding and rebranding exercises that are actually an additional expense for establishments.

Internationally, Rufus Leonard is trusted with some of the most valuable brands; working as the lead marketing communications agency for Lloyds TSB Dubai as well as Group Brand development Partner for Lloyds TSB UK, apart from established brands online.

London-based, Rufus Leonard is among the top 10 brand and communications business. Founded in 1989 by Svensen, it currently employs more than 90 people specialising in strategy, digital design and branding. The Dubai office based in Dubai Media City opened in March 2008. Clients include Lloyds TSB, Zurich International Life and African and Eastern.


Is it the right time for corporations to work on rebranding?

Anytime is the right time, as long as it is for the right reason. A rebranding exercise should only be done when there is a need for a significant change in the organisation. A successful rebranding is rarely to do with just changing the 'suit a corporation wears'. In fact, a successful rebranding exercise will include a positive transformation of an organisation into something new and better.

Have you noticed any increase in the number of companies seeking rebranding?

As I said, there is no overarching right time; it's just the right reason. Having said that, I also don't think a lot of companies are not looking at deep change during this economically uncertain period. Their concentration is mainly on tightening there belts and ensuring they survive. So if anything, there is a drop in companies instigating significant change in their branding.

What is the prime objective for a company to opt for rebranding?

It is more often that not about reflecting the company in its true light and connecting with its customers.

How often do you advise a rebranding and under what circumstances?

When it is the right time and that is usually quite obvious.

How can rebranding contribute to improving the company's performance and its revenue?

If it is done at the right time, then it can be a major contributor to the company's bottom line. You can confirm this by looking at some of the values attributed to the brands.

What is the strength of your establishment for rebranding purposes?

We have been in the game for 20 years and experience does help.

But it's probably our depth of understanding of the digital market that sets us apart from a lot of the other branding specialists.

Digital channels are an influencing factor these days, so much so it is impossible to create a brand without considering how it will survive and how the digital world will accept it. Indeed, it's fascinating to be a part of this new world.

Do you see any difference in branding of establishments in the region, when compared to the rest of the world?

Yes. It's still quite a young discipline here. However, on my last couple of trips I have seen substantial change in the quality of how brands are being presented and applied. If you give it another couple of years then there will be difference – just keep doing good work.

How much localisation is required in branding a company or product?

A really good brand should be about the true expression of the organisation and should be something the target customers would want to be associated with in some way [and if you get it really right, a brand that customers truly love]. If that means a brand should take on a local flavour, then great.

Do any of the local establishments have what it takes to be an international brand?

Some already do. Emirates for one, and it has kept the heritage clearly visible. Jumeirah has already an international brand and I think that we will see more. So yes they do.

What are your dream brands you like to work with? And why?

Car and airline companies are always desirable.

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