Telecoms giant Cable & Wireless is seeking to create a global identity and improve its branding across its worldwide subsidiaries. Landor in London is handling the task. The consultancy won the work without a pitch, says a Landor spokesman.
Although the group is a worldwide force in telecoms, it believes it could improve its branding and global image. C&W is one of the longest standing and most powerful brands, but its profile is relatively low in some countries. Operations including its Jamaican and other Caribbean subsidiaries are branded under local names and use neither the C&W name nor its globe marque.
The brand rethink is intended to raise the profile of both, using the C&W name or globe symbol in all operations to help position C&W as a global force, rather than a collection of disparate companies.
Landor is looking at the group’s core identity to see how it can be developed, and how the brands can be used for the local subsidiaries. The consultancy is working with Newell and Sorrell, which is developing C&W’s literature.
“We are looking at the brands used for these companies,” says Duncan Baker, group brand manager for Cable & Wireless. “We are looking at getting some consistency and at raising our profile.” The move is part of an overall drive by C&W to turn around operations and improve growth, identity and effectiveness.
“Cable & Wireless has a broad spectrum of companies, offers and geographical locations,” says a Landor spokesman. “We are looking at defining a global core value which can then be built on at a local level.”