Sydney, Australia – Independent branding agency, uberbrand, has been recognised as an ABA100 Winner in The Australian Business Awards 2017 for brand management.
Now in their twelfth year, The Australian Business Awards are an annual all-encompassing awards program which recognises organisations that demonstrate the core values of business innovation, product innovation, technological achievement and employee engagement via a set of comprehensive award categories. The program seeks to engage with the world’s business, innovation and technology leaders through a global recognition and knowledge building initiative that is underpinned by the program’s established framework.
Dan Ratner, managing director, uberbrand, said, “The award affirms uberbrand’s commitment to continuous improvement and innovative business processes. uberbrand is proud to win this prestigious brand management award for our work with global natural healthcare company SFI.”
SFI engaged uberbrand to create a unique global brand and a cohesive message for its product brands and parent brand. By taking a strategic and overarching approach to SFI’s underlying brand challenges, rather than simply starting by designing a new logo or something similar, uberbrand was able to address the company’s key business challenges. Every subsequent brand-related activity stems from this strategy and is therefore stronger and more likely to succeed.
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As the industry continues to blur the lines between strategy, consulting and the delivery of creative, agencies have struggled to keep up.
Meanwhile, uberbrand has been operating in a way that marries the three since it was established six years ago.
Dan Ratner, founder and Managing Director, uberbrand, said, “I could see a time when clients would truly value a strategic approach. That’s why we put strategy at the centre and drive creative development around it. Having a strong strategic rationale is what links communications objectives to creative platforms. It’s the way you end up with beautiful design, clever taglines and big ideas. To get there you need to take an approach that leverages brand to drive communications.”
“When I started uberbrand, I knew the industry was on the cusp of change. It’s good to see it putting greater emphasis on a more integrated approach. Even management consultancies like Accenture, PwC and Deloitte making inroads into the communications industry; PwC’s appointment of Russel Howcroft and Accentures’ recent acquisition of the Monkeys (and Maud); all helps to validate our approach.”
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