Company Selects New Brand
Several years ago, the company undertook a major re-inversion of it's well respected but crusty brand name and corporate image. To date we've spent about half a billion dollars on our Invert campaign and it has been a resounding success! This week the brandchannel.com global survey of brand awareness, voted on by the world's top advertising agencies was released. It showed that PH has now catapulted just ahead of such well recognized brands as Hello Kitty and Juan Valdez! Unfortunately, though, we continue to lag behind every other major computer company.
The new brand was developed by renowned Marin County based new age communications company Yoko Yamamoto Partners. Mr. Yamamoto is known worldwide as the inventor of the color mauve and spearheaded the redesign effort personally.
Early in the design project, the team narrowed their choice for a new brand to Kumquat and initiated a massive effort to validate their choice.
Mr. Yamamoto's original design documents lovingly crafted on
a sheet of Kleenex
are being placed in the company museum.
First, Mr. Yamamoto himself spent 6 weeks working as a Kumquat farmer in Bakersfield in order to acquaint himself with what he calls "the soul, the essence of the Kumquat". His team then rented a portion of the I-480 freeway and covered it with 32 million Kumquats. They photographed what has been called the world's largest art installation made entirely of citrus fruit from hundreds of angles and interviewed thousands of people to get their reaction to the spectacular display. Then they traveled to St. Joseph, Florida, the self proclaimed "kumquat capital of the world". Here they spent two weeks living with and talking to residents about kumquats and computer technology. Then it was back to San Francisco to tie all of this back together.
Mr. Yamamoto explains, "the Kumquat essentially defines the culture, the mood, the zen of the new Kumquat Corporation; the color orange signifies bold initiatives, a sense of historical significance and concern for workers and the community; the color green symbolizes innovation, quality and care for the environment."
Kumquat will be launching it's brand initiative in concert with the announcement of it's new CEO Thor Mietetennen. When Thor was asked how he likes his kumquats, he responded "crushed, with ice, over Vodka".
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