Enterprise rebadges as Brand Union

WPP-owned branding consultancy Enterprise IG is today changing its name to The Brand Union.

Simon Bolton, worldwide chief executive of The Brand Union, says the name change comes in response to a client audit that revealed how the group’s clients no longer ‘felt that our name represented who we were, or our full array of services’.

‘We want to be valued for mastering the art and science of brand building. At the heart of the relaunch is the concept of brand mastery,’ Bolton says.

The new blue and grey identity features a symbol based on the counterforms of the letters that spell ‘brand’ and ‘union’.

The relaunch is being led by the company’s London office, before rolling out to all 21 of its worldwide locations.

Founded in 1976, the then Sampson Tyrell later inherited the Brand Union name in 1997 after acquiring Lambie-Nairn and Tutssels, which was using the title as a parent group name. The moniker was later re-appropriated by Enterprise for an internal grouping of WPP brand consultancies, but that too became superseded.

The consultancy is also planning to found and co-sponsor a brand management course set up between Goldsmith’s University in London, Massachusetts Institute of Technology in the US and Tsinghua University in Beijing.