CoreBrand Launches Renewed Brand Identity

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Leading Branding Firm Uses Own Best Practices to Evaluate and Re-identify its Brand, Defines the Company Around New Tagline: Creating the measurable difference ℠

CoreBrand, a leading full-service brand consultancy that works closely with corporations to understand, build, express and measure their brands, announced today the launch of its new brand platform that includes a new verbal and visual identity to accurately reflect the company’s culture, evolving service offerings and competitive positioning.

“Every day in our work, we stress to clients the importance of continuous brand monitoring, benchmarking and planning to maximize brand clarity and value in an ever-evolving, competitive environment,” said Russ Napolitano, Chief Operating Officer of CoreBrand. “In an effort to practice what we preach, we looked in the mirror and conducted internal and external reconnaissance to evaluate our most valuable asset, our brand.”

CoreBrand made the strategic decision to rebrand earlier this year after evaluating the evolving market dynamics, consumer behavior and competitive activity impacting branding firms. Two key factors influenced the company’s decision to rebrand:

  •     A need to communicate the evolution of its product and service offerings.
  •     Major changes in the profiles and behaviors of the key people that need to be targeted in the new business selection process.

Mr. Napolitano added, “The professionals we are now engaging during the new business process represent a wider range of backgrounds, and their roles in the agency selection process have changed. This intelligence was critical in helping CoreBrand focus its rebranding efforts on how to consistently connect with the key decision makers in the most relevant and efficient manner.”

CoreBrand approached its brand refresh initiative as they would any client project, employing the same guidelines and processes. This meant pulling together a team of experts across all four disciplines — research, strategy, creative and brand management — to provide the knowledge base and expertise required for success.

CoreBrand’s first step was to hire an objective, outside marketing consultant who conducted interviews with internal staff, clients and prospects to gather brand intelligence. The various perspectives on the company’s competitive positioning and image helped CoreBrand to clearly understand its strengths, areas of opportunity and existing verbal and visual brand equities.

“The feedback we received from the interviews helped inform our new brand platform which includes a refreshed tagline and logo,” said Larry Oakner, Managing Director, Strategy, at CoreBrand. “The new tagline sums up what the company truly stands for: Creating the measurable differenceSM. Whether through our proprietary brand metrics and valuation methodologies or research, strategy, design and client service, we strive to ensure that our clients’ brands have a clear point of difference.”

CoreBrand’s creative team was then tasked with the challenge of developing a refreshed visual identity that also built upon the company’s almost 40 years of brand heritage. “The new logo represents an evolution of the forward and upward motion of our previous flag icon,” said Andrew Bogucki, Executive Creative Director, Partner at CoreBrand. “As a symbol of connection, the new icon expresses the positive change and measurable difference we bring to the work we do in collaboration with our clients.”

CoreBrand recently launched its new website and will continue to implement its redefined brand platform, which reflects and supports its curious, collaborative and confident identity.

About CoreBrand
CoreBrand, an independent branding firm based out of New York City and Los Angeles, specializes in practical and applicable brand research, strategy, identity and management for global companies of all sizes and in all sectors. As the creator of the Corporate Branding Index®, a 20 year old index that provides continuous benchmarking data, insights and corporate brand valuation for over 1,000 companies, across 54 industries, CoreBrand is the only firm that links brand identity to financial performance through data and analysis. With a focus on using brand as a business asset to improve corporate value, CoreBrand creates the measurable difference. To learn more about CoreBrand, please visit


For more information or to schedule an interview with a CoreBrand representative, please contact Katherine Herring of Levick Strategic Communications at 202-973-1315 or kherring(at)levick(dot)com

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