SAS’s Kalido task to run to rebrand?

SAS Design will present research into the brand positioning of Kalido, the data warehousing company, this week, following its appointment in October.

The project is expected to stretch to a rebrand of the company, says SAS Design account director Ana Zaragoza.

The design of a new logo, guidelines, website, exhibition systems, direct mail and marketing communications materials could form the bulk of the work, which is netting the consultancy up to £200 000 for work in progress.

‘We are recommending that the brand identity be reviewed and that the logo be redone. Kalido didn’t originally have what we consider to be a brand position and it needs to differentiate itself in the marketplace,’ explains Zaragoza.

The consultancy hopes to be awarded a two-year contract that will see it take on all ‘creative strategy’ work, including brand awareness and tactical awareness campaigns.

‘We are recommending a two-year plan that will include all types of communications development from environment to corporate,’ she says.

Kalido is a subsidiary of Shell that provides software to global companies to enable them to integrate information from disparate information systems. It was formed in February 2001 and is to launch a worldwide ad campaign in the summer.

SAS’s project is part of Kalido’s drive to strengthen its brand presence and win business with the top 500 global companies.

‘The market is a highly competitive one and we are up against some of the world’s biggest names in business software. We need a brand positioning and market communications programme that truly differentiates our unique offer and approach and enables us to punch above our weight,’ says Kalido vice-president, global marketing Chris Worsley.

The consultancy was appointed in October last year following a three-way paid creative and strategic pitch against unnamed consultancies.

It collaborated with Kalido’s in-house team on the creation of Kalido’s original identity in 1999.

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