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Identica
to rebrand Wembley
Primary
Topic: Brands
Title:
Identica to rebrand Wembley
Source:
From Design
Week, 24 November 2000, News
Summary:
National
sports venue Wembley Stadium has appointed The Identica
Partnership to rebrand the business in the run up to the
opening of a new stadium in 2004. The project also takes
in branding for the stadium itself, which is designed by
architects Foster and Partners and sports specialist HOK
Lobb.
The
consultancy won the job in a paid pitch from a shortlist
of three, drawn from an initial pool of 11 design groups,
according to Wembley National Stadium communications director
Chris Palmer. HGV and Journey are believed to be the two
other main contenders.
According
to Identica chairman and managing director Michael Peters,
the rebranding is due to be completed in May and will take
in everything relating to the venue, including retail and
merchandising. The first manifestation will be marketing
material for the stadium's "premium facilities", says Palmer.
Palmer
says it is a complex exercise. The branding "will have to
be visible at 70mph on the M40 as well as on crockery in
the Banqueting Hall". A key thing, he says, is to create
a sense of company commitment and get the company values
across to staff - Wembley employs some 2000 stewards, among
others, on an event day. "A strong brand will do that,"
he says.
He
says Identica won the job because it "put its 'A' team on
it", including Peters as creative director. This team "understood
the importance of Wembley as an international icon and what
we're trying to do with the business", says Palmer.
Questions:
- What
is the "brand heritage" of Wembley stadium as
an "international icon"? What values does Wembley
have in the minds of the consumer which Identica would
need to consider when positioning the new Wembley brand?
- If
you were part of the "A-Team" working on this
project, what would you include in your marketing material
for the new Wembley stadium?
To
read similar stories and to keep up-to-date with new developments,
visit mad.co.uk
for breaking news in marketing.
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