Abhishek Chanda

The Brand Union to Spice up things

The UK based brand consultancy has been appointed by the Spice Group to refresh its brand model

Spice Televentures, the Spice Group's new holding company for the telecom sector, has appointed the UK based brand consultancy, The Brand Union (TBU), following a multi-agency pitch.

TBU, a WPP group entity, has been given the task of refreshing Spice's brand identity and brand model and developing new brand architecture. Spice's communication assignments with other agencies remain unchanged.

As part of the process, TBU will work closely with the Spice Group’s leadership team to understand the current values, attributes, positioning and other key elements. The process will cover the evaluation and development of key elements such as a refreshed brand model, architecture and brand essence.

The Brand Union to Spice up things
Vivek Bali
In an official communiqué, Vivek Bali, group president, global, marketing and branding, Spice Group, says, "In the emerging Indian and global business scenario, where competition is intense, creating a unique identity with key differentiators is critical. That's where the brand becomes the most important corporate asset. It stands for who we are, what we want to offer to our customers and stakeholders, and who we wish to become over time."

Speaking exclusively to afaqs!, Bali says, "Right now, the focus of this assignment is Spice Televentures. However, the result of this exercise – a strong brand essence – will also reflect in the core group identity. Televentures being a complex identity, with both business to business and business to consumer elements, and the post Spice Communications divestment scenario, prompted us to get our focus back on things and get TBU to refresh things."

According to him, the company is investing a significant amount in the exercise, though exact figures couldn't be ascertained.

When asked about the possibility of a change in logo, colour and other key brand elements, Bali replies, "Considering TBU's repute and expertise, if they come up with a strong recommendation for a brand makeover, we will certainly look at it. However, we won't do things just for the sake of it."

In an official statement, Terry Tyrell, chairman, The Brand Union, says, "We are here to help Spice build a brand in line with the group’s aspirations and ambitions, and to meet the challenges of the emerging telecom market."

For the record, the Spice Televentures vertical includes Spice Mobiles, Cellebrum Technologies, Mobisoc Technology, HotSpot Retail, Omnia and Bharat BPO Services Ltd.

TBU, on the other hand, is among the world's most popular brand consulting firms. Its clients include global corporations such as Canon, Unilever, Corus, Hewlett Packard, HSBC, Credit Suisse and Motorola. TBU also has several Indian companies as clients, including Canara Bank and Kotak Securities. It has created brand identities for American Express, Absolut and Bank of America, among others.