Brand Leadership Wins 2011 REBRAND 100® Global Award For Effective Brand Transformations
25 February 2011
February 25, 2011—Brand Leadership has been named one of the five (5) global winners for effective brand transformation at the seventh annual REBRAND 100® Global Awards. Juried by an esteemed panel of international business and design leaders, REBRAND 100 is the first and highest global recognition for brand repositioning and redesign in business. Brand Leadership was recognized for the rebranding of the South African Rail Commuter Corporation (SARCC) to PRASA (Public Rail Agency of South Africa). PRASA is the intermodal public transportation corporate brand that manages Metrorail, Shosholoza Meyl, Premier Classe, Translux and City to City and over 400 stations nationally. Brand Leadership also received Merit and Notable mentions for the rebranding of ubank and SA Express respectively.
"The winning teams in this year’s REBRAND 100 are not content to simply push unaligned messages out the door. They’re banding together to fight for greatness," said 2011 juror Marty Neumeier, Director of Transformation, Liquid Agency and best-selling author of author of The Brand Gap and The Designful Company.
Emphasis was on executed strategy that made an emotional connection, and met the stated objectives and needs of the identified customers and prospects. Because yurors are unaware of the brand agency names and sizes when reviewing the projects, small consulting firms had as much opportunity to be selected as did global organizations with exponentially greater budgets.
Over 32 industries and 34 countries are represented among the 2011 winners. They ranged from Australian Diabetes Council to luxury car brand, Audi, United States Mint, Brazil’s Grupo Boticario, and Amrop, a Belgium-based global search firm. Some of the competing branding consultants included FutureBrand, Interbrand, MetaDesign, Siegel+Gale, in addition to in-house teams, small agencies, and representatives of multinational corporations and non-profits.
In addition to Neumeier, the 2011 jurors included Fred Gelli, Creative Director and Partner, Tátil Design de Ideias in Brazil; Janelle James, Vice President, Account Director, Leo Burnett Worldwide; Chris Butler, Vice President, Newfangled; and Sajag Patel, Managing Director and Principal Creative, Breathe Branding in United Arab Emirates and Inese Silina of Nike Golf Global Brand Design.
