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.
Together with SFI, uberbrand created a brand-level organisational change in line with the overarching brand’s three key attributes: quality; credibility; and reliability. Through this approach SFI can now define product suites more appropriately, eliminate product cannibalisation, while maximising reach and breadth across markets.
Dan Ratner said, “At uberbrand, we put the brand at the heart of everything we do. Our aim is to deliver meaningful and valued strategies that help organisations connect their purpose to who they are and what they do, every day.
“This award reflects the hard work and dedication of the entire uberbrand team and the importance of our work with clients to deliver the optimum mix of strategy and creative development.”
The Australian Business Awards program provides notable opportunities for high-performing organisations which implement world-class business initiatives and develop innovative products and services to be acknowledged and honoured for their achievements both nationally and internationally.
The World Business Awards Framework (WBA Framework) is utilised as a structured model of assessment that enables the participating organisations to be benchmarked against world class performance standards.
Organisational participation includes private companies, publicly listed companies, multi-national subsidiaries, non-government organisations, educational institutions, franchise systems, partnerships, government departments, government agencies, local government and statutory bodies operating in Australia.
“Today, companies are facing a competitive and continuously changing business landscape. In this context, the performance of companies depends more than ever on their flexibility, adaptability and responsiveness. New technological possibilities have the potential to transform the way companies operate within their respective industries with long-term gains in efficiency, productivity and customer loyalty,” Australian Business Awards Program Director, Ms Tara Johnston, said.
“Each year the ABA100 Winners are recognised for their commitment to business and product innovation and for their achievements in transforming business practices and end user experiences.
“The Australian Business Awards are proud to acknowledge the role of these leading corporate, government and non-government organisations for implementing innovative, well-managed high-performing business initiatives and for the research and development of their innovative products and services,” Ms Johnston added.
For more information on The Australian Business Awards and the 2017 ABA100 Winners go to www.australianbusinessawards.com.au.
Being an independent branding agency, means we take a truly holistic and fully integrated approach to the definition, creation and communication of brands. It’s a process that’s been applied to a diverse range of clients, industries and sectors. From top 100 companies to tech start-ups, from educators to financial services.
At uberbrand we believe that brand is simply perception. We provide fully integrated branding services from initial brand development through to ongoing brand management. Delivering meaningful and valued strategies that help organisations connect their purpose to who they are and what they do, everyday.
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.”
When Dan Ratner founded uberbrand in 2011, his mission was to integrate strategic organisational thinking into communications. This means uberbrand works with businesses to ensure their vision and purpose are aligned and translated into their brand. Ultimately it becomes the foundation for creative that drives communications and customer experience.
Dan Ratner said “We don’t have departments, it’s about strategic people being creative and creative people being strategic. With this in mind we formulated a model that works and we designed uberbrand around the approach. Working this way keeps the client in focus, with their objectives clear in the process, setting a framework that ensures strategy doesn’t get lost in the creative.”
uberbrand has grown quickly, servicing clients across the transport, health, education, media, finance, and insurance industries. From top ASX100 companies through to FinTech start-ups, uberbrand focuses on a process rather than vertical industries, which is illustrated by its diverse client base.
uberbrand successfully applies its model of brand led communications across clients such as Suncorp, Vero and Asteron Life, TAFE NSW, SFI Health and its family of brands including Flordis, Fairfax, Aussie, Equifax, Cuscal, Prospa, Mojo Power, Crestone, Busways, Macquarie Telecom, The Fred Hollows Foundation, Charles Sturt University, Pacific West, Pureprofile, TIMG, and Kelly+Partners amongst others.