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CN Briefing: Branding; lessons; Multiplex; Hull City

Branding, as our marketing friends patiently explain every time we send an email without the correct signature block, is the fundamental identity of your business.

Every company that rebrands – whether that means a simple name change that reflects a new focus or direction, or the result of acquisition or substantial restructuring – is understandably keen to broadcast its new moniker.

CN inboxes regularly creak under the weight of emails trumpeting company rebrands.

Back in June last year, Lend Lease – sorry, Lendlease – made a change complete with a reworked logo that its international operations chief executive Dan Labbad explained was the company’s “next chapter of success”. 

Only last Friday, Balfour Beatty announced that it was resurrecting the Kilpatrick name following the merger of its engineering services and engineering construction businesses, seven years after the axe fell on the brand when Balfour Kilpatrick and Haden Young became BBES.

This morning we reported that, henceforth, Brookfield Multiplex will be known as the skinned-down Multiplex (wasn’t there a company associated with Wembley stadium that bore a similar name?).

It’s all too easy to be cynical at such times, or simply dismissive. I still call Marathon bars Marathon bars, because to me they’re not Snickers and never will be.

But the lessons of branding shouldn’t be dismissed by people that have more responsibility than this humble scribe. Ask fans of Hull City AFC what they thought of (still, just about) current owner Assem Allam’s plan to change the name to Hull Tigers.

A more fearsome backlash over such a thing you’re unlikely to see.

Other news…

Latest project report: A bespoke design feature and horrendous ground conditions have put Willmott Dixon to the test in Hampshire.

Pick Everard’s national director of strategic development Mike Reader discusses this year’s CN100.

United Living has won a £35m housing contract – find out all the details here.

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