October 17, 2014
Sharpening Brand Strategy and Transforming Markets
As a Brand Strategist at Landor Associates, a global brand consultancy firm, Alefiyah Balasinorwala explored the world of branding and creativity in the client-focused industry. She worked on developing positioning recommendations, guiding market research and analysis, and defining brand elements and key touch-points. One of her major clients was an infrastructure financing company which was in phase 1 of a rebranding process. Alefiyah co-led the project in a team of 4 to understand industry dynamics, the company business model and current brand perception through client research and interviews with internal and external stakeholders. She identified key factors enhancing competitor brand identity and stakeholder messaging through a communication audit. Alefiyah analyzed 24 research findings and determined implications for development of brand name, brand story, brand architecture and brand engagement. This presentation will provide an overview of the branding industry and look at the characteristics that shape the most powerful and successful brands today.