Corporate brand integration and re-branding through a cross-continent ethnographic research for SECUREEntity Group is a $ 200 million global business house, based in India with offices in UK, Sweden, Australia and UAE, focused on Energy Monitoring Systems and Solutions.
Onio helped them integrate the several local brands which they had acquired in Europe and Australia and create a single global brand - 'SECURE'. Onio also helped in evolving a transiton strategy that would allow the existing brand equity to be leveraged to the optimium. Onio in this process, carried out a series of corporate ethnographic interviews with stakeholders in the value-chain for this group.
Onio also created the brand identity along with Identity-Manual for uniform application across its offices in India, Europe and Australia.
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Small car, the need today, would still be in demand?
What role will cycle and its derivatives play in the next 5 years?
Retro styling, a trend today, will it give in to some ting new?
Will the 'Indian Styling' ever take shape?
These were some of the questions, articulated by the founder director and principal strategist of Onio, Manoj Kothari, at the Styling and Design Conclave 2010 at New Delhi. This event is organised by Society of Indian Automobile Manufacturers. Manoj's presentation dealt with one of the fastest emerging consumer segment, that has been intriguing most of the consumer companies -Straddlers. Straddlers are the young professional, coming from conservative backgrounds, suddenly thrown into the modern consumption an exposure. They are the subset of 'SEEKERS', a segment which is soon going to explode into 50 mn households by 2015.
Interesting finding of the presentation was the role of Bollywood imagery in the automobile stying for this segment, apart from other key trends.
Other people in the panel (from left)- Mr. Craig Cather (CSM AUTO), Mr. Andreas Wolfsgrubber (Magna Steyr), Mr. Sandeep Karyakarte (Tata Motors) and Mr. Amitoj Singh (IIT DELHI).
Onio would provide product design and branding services while Milagrow would offer strategic busisness consulting in core areas of business to the MSMEs. Milagrow is promoted by Mr. Rajeev Karwal, a known name in the industry with immense experience in consumer products market in India as ex-CEO of Philips and at Electrolux.
Onio and Milagrow have been working together sinc last several years and across the consumer products spectrum.
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