Many features and actors were taken into consideration when developing the rebrand strategy for Marchand. The intent of exploring the wide variety of insights (coming mainly from employees’ and clients’ perceptions) was to compare, analyze and select the common denominator(s) of what Marchand represents, both in terms of Mission and Values. This was accomplished by eliminating the image and process components that express doubt and inconsistencies.

 

The research analysis, based on Clients/Employees Surveys, Focus groups and Interviews has exposed differences in perceptions from the initial contact with the company’s stakeholders. At times, these constituents agreed on key features, while other times they clearly differed- this is however a norm when the profile and extent of activity is so broad.

 

We worked on finding the best way to reconcile what Marchand wants to portray itself with what is necessary for it to implement in order to achieve a unique and standard image that pleases the main stakeholders and actors involved. The “Tradition” element is one to be revoked but only by substituting it with another term that has similar implications, only clearer and more relevant- “excellence” is the closest one that without any doubt. It preserves the essence of the company’s values and mission, while at the same time it maintains the core of ‘traditionalism’.

 

It was decided that the repositioning should be driven by a core vision:

 

 

The values that will define the company, as uncovered during the research exercise are a statement in itself: “We Nurture Openness; We Define Excellence; We Create Legacy”

The main ideas revealed by the employees are as follow: they did not approve to any of the logos put up for consideration. On one hand, they thought that the new logos do not clearly express what the company does and that they do not attract enough attention. On the other hand, they said that some of the logos remind them of other well-known companies (Rompetrol, Agil, Gepetto). Moreover, the new colors which were chosen for the company’s image were not sufficiently vivid as to capture attention. 

 

It was decieded based on the second round of interviews with company clients, that the Green and Yellow aproach, that was previously used by Marcahnd should be kept.