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Brand differentiation in an undifferentiated marketplace

The Colt brand

Corporate Edge wins the Gold award in the best rebrand by sector for Colt at the recent Communicate Transform awards.

Corporate Edge was appointed by Colt in May 2009 to develop a new brand identity. Colt began in 1992 as part of the deregulation of the telecoms marketplace and was originally built around a voice and data product based proposition. However since then the market had become increasingly commoditised and highly undifferentiated.

The CEO of Colt – Rakesh Bhasin, outlined the new challenge. He wanted to transform Colt’s personality and its perception in the marketplace and was looking for a brand identity that was exciting, compelling, differentiating and true to the new ambition and spirit of Colt.

The project involved developing a good understanding of the new direction and business ambition for the company and then designing a brand identity to be applied to all areas of operation and communication. During the process research was conducted to gauge the reaction to such a radical approach as well as mapping the proposed positioning against key competitors.

The new identity was launch in April 2010 and has been applied to all forms of communication including; web, intranet, literature, exhibitions, signage, promotions, etc, as well as the look and feel of the European head offices.

Corporate Edge is a brand led communication company with specialisms in brand strategy, visual identity design, brand implementation, digital communications, employee engagement and brand management.

For further information about Corporate Edge or the Colt project please contact David Riddle, Senior Account Director on:

D: 020 7855 5822
M: 07850 912370
E: david.r@corporateedge.com
www.corporateedge.com