The news of the renaming of the Staples Center, home of the Los Angeles Lakers, to Crypto.com Arena has sparked outrage, nostalgia, and memes. From a brand perspective, the deal violates three basic principles of partnerships and is the marketing equivalent of a flagrant foul: brand fit, brand complement, and brand risk.
We are being deluged with hype about Facebook’s rebrand. The commentary is all over the place. We need to take a step back and take a brand perspective. From the point of view of brand strategy, the change of the Facebook corporate brand to Meta is a masterstroke. It simultaneously accomplishes three things: distraction, rejuvenation, ambition.
Joanna Seddon, Managing Partner, Presciant The most valuable sports brands are worth billions of dollars, whether they are event brands, like the Premier League, Superbowl, or Formula One, or individual team brands such as Manchester United and the Dallas…
Joanna Seddon, Managing Partner, Presciant Ferrari has just launched an expensive clothing line, an attempt to transform from a product to a lifestyle brand. This is not the first time a car manufacturer has tried this. Mercedes-Benz is collaborating with…
A lesson in building brand trust in the most unexpected context and catching hundreds of criminals in the process. The power of marketing fortifies success for the FBI as they turn detective work into a highly sophisticated brand campaign.
We are thrilled to see the launch of Encore, a leading global event production company. We’d like to congratulate them on the new brand and are very proud of the part that 3 Presciant team members, Joanna, Nik and Cristiano, played in creating it.
Never has there been a year in which the brand landscape has been so transformed. Never have there been such clear winners and losers, and in some cases very unexpected ones. Our brand valuation estimates for 2020 show dramatic shifts among the most valuable brands.
We are thrilled at the coverage of our official launch, which took place on January 11th this year. We were covered in depth in AdAge, Adweek, Campaign US, and featured very extensively in the media. We’d like to thank all the…
Nikhil Gharekhan, Managing Partner, Presciant With the holiday season upon us, the prevailing feeling the world over is more fear than cheer, more melancholy than jolly, more restive than festive! As health experts urge people to cancel the holidays,…
Nikhil Gharekhan, Managing Partner Merger and acquisition activity is rebounding as corporations across the world shrug off their deer-in-the-headlights stance, a symptom of the pandemic and associated global lockdowns. The third quarter saw total transactions worth more than $1 trillion…