Interbrand creates new global positioning for Ricoh

Interbrand has worked on the positioning of global technology company Ricoh, which has a new identity set with the tagline: imagine. change.

New Ricoh identity

Ricoh says Interbrand won a pitch last year after it put the project out to tender.

The company says the decision to reposition was prompted by the expansion of its services portfolio and the need to ‘express its evolving brand presence around the world’.

Interbrand was tasked with ‘redefining the brand and coming up with an idea that would resonate with business to business and business to consumer audiences internationally and globally – which are two different things,’  according to Ricoh director of corporate communications Javier Diez-Aguirre.

Shiro Kondo, Ricoh president, says ‘Technology is changing at an unprecedented pace, and there is increasing pressure, for customers to change along with it. At Ricoh we are committed to helping our customers embrace change through innovation. That is what we mean by imagine. change.’

The new identity will roll out across all Ricoh communications.

Hide Comments (3)Show Comments (3)
  • Dave Holland November 30, -0001 at 12:00 am

    Can’t help but feel they’re trailing in Sony’s make.believe wake.

    not sure believably authentic, or insightful either, for such a deeply traditional Japanese business.

  • Duncan November 30, -0001 at 12:00 am

    Imagine it, then change to acheive it…makes sense to me and with the tools available Ricoh can change it, it being the way we run our businesses. Sony just makes stuff to consume, so a poor comparison.

  • Shingy November 30, -0001 at 12:00 am

    I agree with Dave. I’m sitting here watching evening TV and when I see Sony’s make.believe, it made me wonder if all taglines coming from Japan are just two words put together. Anonymous sees deeper into the meaning of Ricoh’s tagline’s thought process, but will consumers really put that much thought into two words?

    make.change, imagine.believe – so interchangable…just my two cents…

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