The Chartered Institute for Marketing
Transforming perception, from an authoritative voice to an influencer
Location:
Client:
CIM
Type:
Why?
Insight
From our insights we developed the viable brand idea, ‘Collective Marketing Intelligence’, recognising how marketers add value by working together and collaborating with other disciplines – identifying the CIM as a crucial platform for achieving this.
CIM evolved from authoritative voice to influential catalyst, uniting marketers through ‘Collective Marketing Intelligence’ and modernising its heritage for global impact and future growth.
What?
Idea
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How?
Impact
Strategically, we evolved the brand expression to signal change. We modernised the existing crest to reflect the institute’s unique history and prestige, and changed the brand colour from red to royal blue, recognising the value of Britishness in the global market. The new brand launched in late 2014 and CIM is now rolling it out globally. Its forward-looking and collaborative vision will stand the institute, and the profession, in good stead as it enters its second century.
