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Spice Group appoints The Brand Union to refresh brand identity

18-September-2008
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Spice Group appoints The Brand Union to refresh brand identity

Spice Group has appointed UK-based brand consultancy, The Brand Union, part of the WPP Group, for a new brand identity, brand model and to develop new brand architecture.

The Brand Union is one of the world’s top three brand consulting firms, working with large global corporations such as Canon, Unilever, Corus, Hewlett Packard, HSBC, Credit Suisse, Motorola, and Indian companies such as Canara Bank and Kotak Securities.

Spice Televentures is Spice Group’s new holding company for the telecom vertical, which includes companies such as Spice Mobiles, Cellebrum Technologies, Mobisoc Technology, HotSpot Retail and Omnia & Bharat BPO Services Ltd.

As part of the process, The Brand Union will work closely with the Spice Group leadership team to understand the current values, attributes, positioning and other key elements. The entire process will cover evaluation and development of key elements such as a refreshed brand model, architecture and brand essence.

Commenting on the decision to appoint The Brand Union, Vivek Bali, Group President-Global Marketing & Branding, Spice Group, said, “In the emerging Indian and global business scenario, where competition is intense, creating a unique identity, with key differentiators is critical. That’s where the brand becomes the most important corporate asset. It stands for who we are, what do we want to offer our customers and stakeholders and who we wish to become over time.”

“We have mandated The Brand Union with the task of crafting of the core brand essence in our quest to create a world class brand.” Bali added.

The Brand Union, led by global brand expert and Company Chairman Terry Tyrell, has already embarked on this brand re-engineering exercise. This move comes as part of the major restructuring initiatives undertaken by the Spice Group post the divestment of Spice Communications.

Tyrell said, “We are very pleased to have been mandated by Spice, one of the fastest growing telecom brands in India, to work on the new brand identity. We are here to help them build a brand in line with the group aspirations, ambitions and to meet the challenges of the emerging telecom market.”

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