Counsel, advice, answers on Branding and Identity

"Whether is a right or left brain issue, Q seems to always have done it before, and always architects something to make it better, every time and without fail. Q is a true professional and a pool of knowledge."

Hello. My name is Q. Malandrino and I have 35+ years of experience in serving clients globally and in every industry, with my own two firms ad while at the top executive layer of the world's largest brand consulting firm. We help organizations rebrand, and also advise them and/or their individual executive management on the different ways to see and use 'brand':
- as a glue between their various consultants' activities and outcomes;
- as a channel through which business strategies and today's new shiny marketing objects are filtered;
- as a tool (employing any one of Branding's eight components: Intent & Role, Positioning, Architecture, Culture, Verbal & Visual Identity, Messaging) to help reach any defined goal, from differentiation and loyalty to competitive prowess and market penetration and more; and finally
- if 'Brand' has simply become an outcome, craft and put in place ways to assess, measure, and manage it.

In addition, with our 'AskQ' service, we help individual executives and professional firms with foundational, tried & true methodologies in every area of Branding and Corporate Identity, and with case histories, applications, proposals, and project plans.

 
$5,000+
 
$200 - $300 / hr
 
2 - 9
 Founded
1996
Show all +
New York, NY
headquarters
other locations
  • New York City
    United States

Portfolio

Key clients: 

J&J, Clicquot, HWL, E&Y, AT&T, IBM, Ford, Edelman, CCC, Glaxo, Duracell, Motorola, GP, Intel, Roche, EMC, DSM, Randstad, Wyndham, PGA, RyderCup, Merck, Lilly, GSK, DePuy Synthes, Philips, Xerox, Saudia, Frontier, Telecom Italia, Telefonica, +

Client Logos and Services

These are a number of large clients I served during my career -- as a direct client, not just as a 'member of a team'. See client list (and testimonials) at http://brandlink.com/index.php/clients-and-testimonials/

See all my articles and professional stories at https://www.linkedin.com/in/qmalandrino/detail/recent-activity/posts/

Brand Architecture, Brand Ingredients, Purpose, and more -- and professional stories on IBM & Apple, and the Ryder Cup. More to come!

Reviews

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Logo & Brand Identity for Consumer Product Company

"BrandLink Advisors succeeds in creating value and building a brand."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
May 2001 - June 2004
Project summary: 

BrandLink Advisors created a new logo and updated a brand identity for a large consumer products company. Further, they developed the corporate identity and logo for a newly established products branch.

The Reviewer
 
10,000+ Employees
 
Atlanta, Georgia
Communications, Government and Public Affairs, Consumer Products Company
 
Verified
The Review
Feedback summary: 

The improved brand position resonated with the consumer base and has been in use since its implementation. BrandLink Advisors operates well within scheduling guidelines and communicates effectively. Their creative sense results in promising, sustainable deliverables. 

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I am the senior vice president of government and public affairs at a large consumer products company. We have three distinct segments of products: packaging and cellulose products; materials to build houses and commercial buildings; and a paper consumer products division.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with BrandLink Advisors?

We contracted with BrandLink Advisors to update our logo and modernize our brand identity.

SOLUTION

What was the scope of their involvement?

Our original logo did not align with what we hoped to convey, so we relied on Q (Brand Strategy and Identity Advisor, BrandLink Advisors) to craft a more representative logo. Our brand positioning efforts extended to include updates to our stationery, collateral, and signs for our plants and mills. In conjunction with this project, Q developed a brand and identity standards manual for future use. After updating the corporate identity, BrandLink Advisors assisted with similar tasks for our new building products distribution division. They created the identity, name, and logo for that entity, as well.

What is the team composition?

Q has always been our main contact.

How did you come to work with BrandLink?

BrandLink Advisors was selected based on their capabilities following an RFP process.

How much have you invested with them?

The project cost was in the range of $100,000–$250,000.

What is the status of this engagement?

This project spanned May 2001–June 2004.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our renewed brand identity centered on the premise that we provide simple necessities, and the audience responded favorably to that. We’ve used that branding ever since because it resonates with consumers. It’s authentic and believable.

How did BrandLink perform from a project management standpoint?

Q is very diligent and easy to work with. He was able to deliver quality work according to our deadlines. We communicated well through phone calls and emails, but we’d also meet in person on occasion.

What did you find most impressive about them?

Q is immensely talented. He’s able to find an identity that is genuine and relatable. BrandLink Advisors succeeds in creating value and building a brand.

Are there any areas they could improve?

Nothing specific stands out as needing improvement.

Do you have any advice for potential customers?

As with any project, it’s best to develop a reasonable scope and understand what the deliverables will be.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Brand Strategy & Naming for Pharmaceutical Company

"The products have not been launched yet, but we’re happy with the internal feedback we’ve received."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Aug. 2017 - Ongoing
Project summary: 

BrandLink Advisors has developed brand architecture for several upcoming products. They constructed over 60 different models and executed commercialization strategies. Several products are currently in development.

The Reviewer
 
10,000+ Employees
 
Indianapolis, Indiana
Associate Brand Manager, Pharmaceutical Company
 
Verified
The Review
Feedback summary: 

The team is flexible and delivers quality materials on short notice. Communication is a key strength. They envision long-term marketing strategies and can develop unique brand architecture for multiple products at once.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the associate brand manager of a pharmaceutical company with multiple business units. I work on the global side of the business.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with BrandLink Advisors?

Traditionally, we’ve only launched single products or single lines of products. We’re now developing and launching several product lines at the same time. Our team needed new cohesive branding architecture—strategic framework, guidelines, parameters—that would differentiate the individual products. We also had to determine how to apply the architecture visually.

SOLUTION

What was the scope of their involvement?

They manage our brand exclusively. First, the team assessed our brand’s positioning and messaging. BrandLink Advisors then applied brand building elements and carried that through to a brand architecture or framework.

What is the team composition?

I work directly with Q (Brand Strategy and Identity Advisor, BrandLink Advisors) on strategy. I have separate contacts at BrandLink Advisors for naming and creative.

How did you come to work with BrandLink Advisors?

One of our team members had worked with BrandLink Advisors in the past. I’d worked with some of their employees when they were at other companies. For this project, we interviewed four agencies including BrandLink Advisors. We liked their team’s pitch best.

How much have you invested with them?

We have invested $85,000 for the naming project alone and spent between $100,000–$250,000 in total.

What is the status of this engagement?

We started working with BrandLink Advisors in August 2017 and the engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’ve created over 60 models with the team that address strategies for positioning and commercialization. Most agencies aren’t used to dealing with commercialization, but BrandLink Advisors demonstrates aptitude. The products have not been launched yet, but we’re happy with the internal feedback we’ve received.

How did BrandLink Advisors perform from a project management standpoint?

They respond to us immediately no matter the time. We communicate mostly through email and phone, but we use live whiteboarding sessions to compare different models. Also, they’re upfront and tell us when our requests go beyond the scope.

What did you find most impressive about them?

The team is always flexible. I can contact Q if I need something quickly and he will ensure the quality of the work. I’ve worked with other agencies without similar direct communication channels; responses often took several days due to their longer internal processes. We’re now considering retaining BrandLink Advisors as our standard partner.

Are there any areas they could improve?

BrandLink Advisors is always responsive and has a good strategy in place, but I’m not sure how they would perform with larger projects. For our needs, I can’t think anything they should do differently.

Do you have any advice for future clients of theirs?

BrandLink Advisors might not be the best vendor for clients that need extensive project management, but they are very flexible. Clients should disclose all necessary information early in the process, which will allow BrandLink Advisors to track customer needs throughout the engagement.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Brand Strategy & Architecture for Communications Firm

"Other brand agencies tend to chase trends; BrandLink Advisors sticks to fundamentals to deliver high-quality results."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$1,000,000 - $9,999,999
 
June 2005 - Aug. 2018
Project summary: 

BrandLink Advisors completed rebranding and repositioning for three different companies. Key services include brand strategy, brand architecture, and the development of a new brand platform and identity.

The Reviewer
 
10,000+ Employees
 
London, England
Managing Partner, Advisory Company
 
Verified
The Review
Feedback summary: 

One brand saw a 24% increase in value over three years. BrandLink Advisors approached each scenario methodically and can develop simple solutions with ease. Customers can expect a highly experienced and diligent team that delivers high-quality products at exceptional value.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the founder and managing partner of an enterprise communications advisory company. We work with C-level executives and boards to help reposition their communications.

I have also worked as the head of brand at a healthcare technology company and as chief marketing officer at a print technology company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with BrandLink Advisors?

I’ve engaged BrandLink Advisors over three positions to rebrand and reposition three different companies.

SOLUTION

What was the scope of their involvement?

In each case, BrandLink Advisors completed a total rebranding and repositioning of a global brand. They developed a brand platform that included our brand idea and story. They then assessed the values and attributes that we wanted to showcase; these contributed to the eventual brand architecture. The team also managed the brand identity—which required them to reach out to various touchpoints through an extensive communications program—and provide brand strategy.

What is the team composition?

Q (Brand Strategy and Identity Advisor, BrandLink Advisors) was my main point of contact. He brought in several specialists to help with brand architecture, brand identity, naming, and other aspects depending on each project’s needs.

How did you come to work with BrandLink Advisors?

I was introduced to Q when he worked for another global brand organization. We chose BrandLink Advisors to complete our projects because they focused on brand strategy and brand architecture, a rare service that distinguished them from the competition.

How much have you invested with them?

We spent between $50,000–$2 million for each project.

What is the status of this engagement?

We started working together in June 2005, and our most recent project ended in August 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

BrandLink Advisors’s work increased the brand value at one company by 24% over three years. They delivered exceptional products and applied strategic rigor and refinement to every aspect of the brand—from the platform to its identity to the architecture.

How did BrandLink Advisors perform from a project management standpoint?

Each project ran smoothly from start to finish. They stuck to the budget, call out any changes to scope, and focused on our needs and the task at hand. Other brand agencies tend to chase trends; BrandLink Advisors sticks to fundamentals to deliver high-quality results. They can examine a complex problem and pull out a simple solution with ease. We communicated primarily through emails, phone calls, and face-to-face meetings.

What did you find most impressive about them?

They demonstrate incredible intellectual rigor to deliver top-notch brand strategy and brand platform development.

Are there any areas they could improve?

No, they’ve done excellent work every time, and I couldn’t be happier. BrandLink Advisors has in-depth experience across many brands both big and small. No other agency has the intellectual rigor or skill to pull apart and solve brand problems the way their team can.

Any advice for potential customers?

Give BrandLink Advisors the time to understand your scenario. Then allow them the space to challenge you to come up with the best possible solution.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
    They often went above and beyond to deliver top-notch products at excellent value.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
    I recommend their services frequently.

Brand Strategy for Vehicle Lifecycle Solutions Firm

“They provided practical solutions that catered to the culture of our firm.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Aug. 2016 – April 2017
Project summary: 

BrandLink Advisors assisted with brand strategy, focusing on the overall company brand instead of individual product. They also did some design work, including a tagline and graphics.

The Reviewer
 
1001-10,000 Employees
 
Chicago, Illinois
Tom Williams
VP of Marketing, CCC Information Services
 
Verified
The Review
Feedback summary: 

BrandLink Advisors was accommodating and organized, expertly managing the project. Their work received positive feedback from both internal and external sources. Overall, the partnership was incredibly successful.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I'm the vice president of marketing at CCC Information Services. We provide software and networking solutions for the automotive industry, specifically for automakers, auto insurance carriers, collision repairs, and parts suppliers. With the rise of connected cars and telematics, we’ve expanded our services from fixing a vehicle after an accident to providing data on drivers’ habits.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with BrandLink Advisors?

We needed help branding our new offering in the telematics space.

SOLUTION

What was the scope of their involvement?

BrandLink Advisors helped us pull back from our individual sub-brands and focus on the larger company brand. They developed new positioning for both our brand narrative and also what sets us apart from our competition. We even worked together to change some of our product names to make them more cohesive with our overall brand. BrandLink Advisors created our tagline and some new brand standards and graphic frameworks, as well.

What is the team composition?

We mainly interfaced with Q (Brand Strategy Consultant, BrandLink Advisors), but we worked with some others on our graphic packaging.

How did you come to work with BrandLink Advisors?

I worked with Q at a previous company. BrandLink Advisors competed with two other firms for this project, and we eventually hired them.

How much have you invested with them?

We spent between $80,000–$100,000.

What is the status of this engagement?

We worked together from August 2016–April 2017.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Both internal and external feedback has been extremely positive.

How did BrandLink Advisors perform from a project management standpoint?

They were flexible and kept us focused and on track. They provided practical solutions that catered to the culture of our firm. We communicated primarily via email and phone, with face-to-face meetings and interviews taking place every month or so.

What did you find most impressive about them?

Q was a pleasure to work with. He’s extremely personable as well as a highly intelligent brand consultant. He taught us a lot and put our company in a good place, leaving us much better than how he found us.

Are there any areas they could improve?

The brand packaging and design work weren’t as compelling as I would have liked. The overall positioning was outstanding, and the updated brand packaging was decent, but I guess I was expecting the new packaging to be more significant; something with more gravitas. To be fair, the lack of gravitas might have been because we didn't give it as much money, time, and attention as it needed. Their real strength lies in strategic positioning, identifying strengths and areas for improvement.

Do you have any advice for future clients of theirs?

Be open minded and follow their advice. They’ll challenge your ideas to make them better.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
    They're a good value.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Branding & Logo Design Services

“Their team was skilled at pushing the envelope and finding a level of boldness we were comfortable with.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
June 2005 – Oct. 2013
Project summary: 

BrandLink Advisors provided branding services ahead of a company relaunch. The team developed a range of materials, including product names, logos, and brand messaging strategies.

The Reviewer
 
1-10 Employees
 
Granite Bay, California
Lisa Bader
CEO, Birthday Butler
 
Verified
The Review
Feedback summary: 

The materials created have stood the test of time and remained relevant and necessary for the company’s overall needs. As a team, BrandLink Advisors were knowledgeable and flexible throughout the project. Their enthusiasm and unique ideas fostered a creative, eye-opening collaboration.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I was a part of the corporate marketing group at Intel Corporation, a producer of microprocessors and other technology devices.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with BrandLink Advisors?

We needed a team to provide branding services, including logo design assistance. We were relaunching our company brand and needed to finish for our reveal at the Consumer Electronics Show.

SOLUTION

What was the scope of their involvement?

The BrandLink team developed the brand architecture for the company identity, including the corporate logo and product names. I was responsible for the non-product branding activities, ranging from community engagements to international programs. Q (Brand Strategy & Identity Advisor, BrandLink Advisors) created all items for our brand identity and strategy, matching it to the vision we had. We developed a plan for communication and messaging, and created several marketing programs.

What is the team composition?

I primarily worked with Q, who communicated with his team for the product-based parts of the project.

How did you come to work with BrandLink Advisors?

Intel had hired a new CMO, who selected several strategic partners to work with. I wasn’t a part of the selection process for choosing BrandLink Advisors.

How much have you invested with them?

We’ve spent between $250,000-$500,000.

What is the status of this engagement?

We worked together from June 2005–October 2008.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

It's been over 10 years since this project with BrandLink Advisors, and their work is just as strong and relevant as it was in the beginning. Our brand has survived the test of time, and we feel there is more to come from their quality work. They ensured we could adapt to potential future changes, and they created a strong framework for the brand to exist within.

How did BrandLink Advisors perform from a project management standpoint?

Though I worked in California and BrandLink Advisors were in New York, we had a high amount of face-to-face interaction. We primarily communicated through phone, email, and in-person meetings. It felt like Q never rested during this project because he’d always have work revised and ready for me every morning. They were skilled in preparing the materials and having solid, organized, thought leadership.

What did you find most impressive about them?

BrandLink Advisors were brilliant at their work—their passion and accuracy shone through in the project, and we treasured their dedication. Q believed in the work he was doing and ensured everything was done correctly and thoughtfully. Although we had high standards for their team to meet, they were gifted in navigating our expectations and creating new, exciting results. Their team was skilled at pushing the envelope and finding a level of boldness we were comfortable with. They were the perfect example of what a great professional relationship should look like—a partner with tremendous experience furthering a team toward their goals. Working with them was an exceptionally positive experience.  

Do you have any advice for potential customers?

To have a successful partnership, a client must love and respect their branding process. You should remain open to learning from an expert in the field, and remember that a robust process takes longer. If you are excited by the work and collaborating with an expert, your experience can be more beneficial.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
    It was a tremendous value for the price!
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Brand Strategy, Logo & Naming for Medical Device Firm

"They continuously went above and beyond and paid attention to the small, yet crucial, details."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
2005 - Ongoing
Project summary: 

Over the course of multiple projects, BrandLink Advisors provided a range of brand development services. They assisted with creating names, logos, and launch awareness for several companies.

The Reviewer
 
51-200 Employees
 
Indianapolis, Indiana
Head of Marketing, EHOB, Inc
 
Verified
The Review
Feedback summary: 

The launches for each project were accomplished with impressive results, each earning significant increases in awareness and customer satisfaction. The BrandLink Advisors team inspired confidence for the tasks and guided the teams in innovative, beneficial directions during a multiyear engagement.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’ve worked at various companies when I collaborated with BrandLink Advisors (BrandLink). First, I served as the global product manager and global marketing launch manager for Roche Diagnostics. I then worked as the director of brand and segment marketing for PTS Diagnostics. Finally, I was the president of marketing for Elevated Head of Bed (EHOB).

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with BrandLink?

Ultimately, we were launching a global product line and needed branding help for every step of the process. This was a significant launch for our company, as it was for a Diabetes management system we developed. Aside from needing materials built, we wanted to create a longterm business plan. At PTS Diagnostics, we were rebranding our entire company to gain higher customer awareness.

SOLUTION

What was the scope of their involvement?

For the EHOB project, BrandLink created our logo and they helped plan for our future development needs, informing us on upcoming trends. Their team aided us in fully understanding our concept and where we wanted to be in 20 years. We did a photo shoot for one of the rebranding efforts, and the BrandLink team participated in that, helping make stylistic choices to further our message. For each project, they assisted with branding services, ranging from name and logo creation to global launches. 

What is the team composition?

Throughout the years, I’d worked with different people on their team depending on the needs of the project. I worked directly with Q (Brand Strategy & Identity Advisor, BrandLink Advisors) for each project.

How did you come to work with BrandLink?

I wasn't involved with originally hiring BrandLink, so I'm unsure of how the engagement began.

How much have you invested with them?

The work had been broken into separate projects, ranging from $30,000 to significantly higher price points. I estimate that we spent over $250,000 in total.

What is the status of this engagement?

We started working with BrandLink in 2005, and launched the product at Roche Diagnostics in 2007. From there, we continued working together on various campaigns at different companies. The project at PTS Diagnostics began in 2013 and we completed the major branding effort soon after. In 2013, BrandLink completed the project for EHOB within the year I worked there. Overall, we worked together from 2005 to 2013 on various projects.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

For the PTS Diagnostics project, we increased our brand awareness by 234% internationally, and 326% domestically. At Roche Diagnostics, the campaign we launched with BrandLink received a 97% customer satisfaction rating across three different countries. Overall, we launched the project in 43 countries in the first period, and we increased our market share b 18% in the highest industry markets. In a less quantitative measure, I continue to receive positive feedback on the work BrandLink did long after the engagements ended.

How did BrandLink perform from a project management standpoint?

To stay up to date on the project, BrandLink provided multipage, detailed documents in OfficeSuite for us to review. They included high-level snapshots styled like a Gantt chart for us to stay on schedule and track their progress. Their team remained top of the projects and Q helped guide the entire process. They were skilled at creating realistic plans and accomplishing them within the schedule. When we couldn’t meet the deadline of a one-week project, they’d willingly extend it for us. They customized the project to fit our needs and adapted to fit our deadlines. We collaborated with several departments, ranging from a board of directors to shareholders, so they had to communicate with multiple teams each time. The ensured every teammate was on the same page with deliverables and timelines, which was helpful.

What did you find most impressive about them?

They continuously went above and beyond and paid attention to the small, yet crucial, details. The BrandLink team was better at putting the customer’s needs first than other companies I’ve worked with. They were highly knowledgeable about their industry and gave us confidence in our work. We felt constantly assured that we hired the right, most skilled team. They made us feel like we were their number one priority, and they were willing to solve any issue we had. Q quickly learned about each company and applied his experiences to our situations, giving us a unique perspective on our needs.

Are there any areas they could improve?

I can’t think of any for them to improve on, they are my go-to choice when I need a dependable, competent team.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Brand Strategy for Banking & Consumer Product Firms

"...BrandLink Advisors' advice saved us from a potential £100 million (approximately $130 million USD) profit loss."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
July. 2008 - Nov 2009
Project summary: 

BrandLink Advisors provided broad-spectrum brand strategy at two separate companies. They consulted with stakeholders, supplied insights, and designed logos among other services.

The Reviewer
 
10,000+ Employees
 
Redhill, United Kingdom
General Manager Branding & Communications, Fortis
 
Verified
The Review
Feedback summary: 

The team fulfilled all requirements and also advised a pricing strategy that saved millions in potential profit loss. BrandLink Advisors demonstrated in-depth expertise, integrity, and transparency throughout the projects. They delivered high-quality products on time and within budget.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I worked with BrandLink Advisors at two prior positions: first, as the global brand director for Duracell; and second, as the global head of marketing, branding, and communication at Fortis, a Belgian bank.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with BrandLink Advisors?

For Duracell, we wanted to create a new brand architecture for our global brand as well as specific local brands; we were figuring out how they would fit together in the future brand tree. We engaged BrandLink Advisors to help us strategize this process.

For Fortis, we wanted to unify 5–6 brands in one global brand. BrandLink Advisors was involved in every aspect of the transition, from logo design to brand strategy. They also helped facilitate an acquisition of a sizeable bank into Fortis.

SOLUTION

What was the scope of their involvement?

BrandLink Advisors was responsible for every aspect of brand strategy. This required staying in touch with stakeholders and envisioning how a brand looks online, in print, and in other forms of representation. BrandLink Advisors took the time to understand each stakeholder, which in Duracell’s case involved multiple tiers of management. The team placed just as much importance in strategy as in design; this approach differentiated them from other vendors. BrandLink Advisors also served as consultants when we were considering some changes and weren’t sure how to move forward.

What is the team composition?

Quirino (Brand Strategy and Identity Advisor, BrandLink Advisors) was my main point of contact. We also coordinated with two other members who led a larger team behind the scenes.

How did you come to work with BrandLink Advisors?

Several colleagues recommended them to me as an excellent brand architecture company while I was at Duracell. They were one of 3–4 companies who we pursued to complete the project. We gave each company an in-depth briefing and they came back with presentations. BrandLink Advisors impressed us with their in-depth experience and familiarity with our industry so we chose them to move forward.

How much have you invested with them?

Our team at Duracell spent £250,000 (approximately $326,000 USD) on the major project and between £50,000–£100,000 (approximately $65,000–$130,000 USD) on smaller projects. At Fortis, we had multiple projects and spent between £100,000–£250,000 (approximately $130,000–$326,000 USD) per project.

What is the status of this engagement?

The Duracell team worked with BrandLink Advisors from January–September 2002, and the Fortis team worked with them from October 2008 to November 2009.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Their team fulfilled every requirement and went above and beyond in their delivery. At Duracell, BrandLink Advisors’ advice saved us from a potential £100 million (approximately $130 million) profit loss. Gillette—Duracell’s parent company at the time—was trying to implement their pure upgrade brand strategy onto Duracell’s product line. Brand Advisors proved that this strategy would have failed if implemented. Gillette products could demonstrate that, for a 20% price increase, a customer could get a better shave. Duracell products, however, could not promise 20% more performance for a 20% price increase, and therefore we’d be pricing ourselves out of a market that already had up-and-coming competitors. Based on the BrandLink Advisors team’s analysis, we instead implemented a segment strategy to target multiple markets—such as products purely aimed at cameras—and charged different prices accordingly.

How did BrandLink Advisors perform from a project management standpoint?

The team made the project easy to understand and transparent. They laid out the deliverables, requirements, and costs in advance and met their budget perfectly. We communicated primarily via email and phone.

What did you find most impressive about them?

At first, I believed that I needed to work closely with them to manage their work and get maximum value. However, the team required minimal oversight, and I felt comfortable letting BrandLink Advisors run their own show when we engaged their services at Fortis.

Are there any areas they could improve?

No, I’ve been highly satisfied with their work and wouldn’t hesitate to recommend them to anyone.

Do you have any advice for future clients of theirs?

Be honest and upfront in your brief about what you need. BrandLink Advisors has integrity and works best when they know all the parameters and potential pitfalls of a project.

5.0
Overall Score I rarely give vendors such high scores.
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer