Delivery Company Diadem Named REBRAND100 Global Award Winner

Leading Brand Delivery Company Diadem Named REBRAND 100® Global Award Winner Twice in Two Years

For the second year running, leading signage, wayfinding and brand implementation company Diadem has been named an award recipient at the prestigious annual REBRAND 100® Global Awards. The US-based award programme, now in its eighth year, recognises excellence in brand repositioning around the globe.

This year, Diadem won an award for its work with Giant Bikes, the 40-year-old Taiwan-founded brand that is now the world’s largest bicycle manufacturer, with annual sales of over five million units. Diadem’s challenge was to support Giant’s transition from a reseller model to a retail brand with a consistent and high-impact presence – bearing in mind Giant's goal of translating its commitment to quality and innovation into the retail fit-out and customer experience.

Diadem’s work on the retail stores involved the planning, development and delivery of purpose-built surrounds with a customer-centric focus. Advanced video technology, visual access to the workshop and numerous other features enhanced customer interaction with staff, and reinforced Giant's commitment to offering a quality and personalised customer service.

The new store roll-out has resulted in a measurable uplift in sales for Giant. The increased retail presence has been achieved with a stronger, clearer market position and brand value.

Diadem New Zealand General Manager Brian Anderson said, “We are delighted to have achieved this recognition of our work for a second year straight. Giant Bikes stands at the forefront of technology and service, and Diadem’s role was to create an environment in the physical store that would facilitate a positive customer experience and leverage a global embrace of cycling as a lifestyle.

“It is extremely gratifying for the Diadem team to have had our success in this endeavour recognised by this award.”

“Many projects had big ideas expressed elegantly through all methods of engagement—language, visuals, sound, et cetera,” said Shashi Caan, Founding Principal, The Collective US and UK, and 2012 juror. Each year, an international and multidisciplinary mix of industry experts convenes to judge the annual competition. They consider ‘before’ and ‘after’ representations of brand transformations with written summaries and supporting elements that showcase integration of social media and mobile engagement.

A small consulting firm or brand had as much opportunity to be selected as did global organisations with exponentially greater budgets, since the name and size of the brand strategists are withheld from jurors during their review process. Emphasis was on executed strategy that made an emotional connection and met the stated objectives and needs of the identified target audience and prospects.

The 2012 winners represented over 28 countries and 34 industries. They ranged from One Foundation from Global Ethics Ltd, Pfizer, National Music Centre of Canada, Merck Millipore, and Cisco. In addition to in-house teams, small agencies, and representatives of multinational corporations and non-profits.
In the 2011 Rebrand 100® awards programme, Diadem won for the global rebranding of ANZ Bank. The project, code named Project Accord, was executed over 27 Asia Pacific countries with a significant rollout across New Zealand. It achieved a “Notable Brand Implementation” according to the judges. This prestigious accolade is the highest recognition for excellence in brand repositioning, and is the first and only global programme of its kind.

Fact Sheet
Winner showcase: http://www.rebrand.com/2012-showcase
LinkedIn: http://www.rebrand.com/news-and-resources

Other links to information about Rebrand and Diadem, and Inner Circle firm:

• http://www.rebrand.com/consultants
• http://www.rebrand.com/interviews
• http://www.rebrand.com/interviews-kelvin-taylor - LinkedIn here
• http://www.rebrand.com/implementation - the list of articles and scroll down for logo
• http://www.rebrand.com/implementation-diadem-lost-in-translation

About Diadem

Diadem is Australasia’s leading signage, wayfinding and brand delivery company.

As an independent consultancy, Diadem combines design innovation, project management, procurement and construction services to deliver a fully integrated and risk-averse project solution for its clients.

Diadem’s clients represent leading corporations, creative agencies, architects, facility managers and builders across Asia Pacific, with particular emphasis in Australia and New Zealand.

Established in January 2000, Diadem is now in its 12th year of operation and has been implementing brand identities in New Zealand since 2003, with an initial project being carried out for Westfield Group.

Diadem has since implemented brands across NZ for companies including Country Road, AMF Bowling, UGL Limited, Goodman Group, Auckland Airport, Auckland Regional Transport Authority and Vector Arena.

In 2009 Diadem was engaged by ANZ Bank to project-manage the implementation of ‘Project Accord’, which comprised the rebranding of ANZ Bank across 27 countries and over 4,000 sites. In total, over 40,000 signage and brand assets were implemented. Diadem established its Auckland office in April 2009 to service the ANZ Bank rebranding project.

Diadem solves problems and delivers certainty. Underpinning its service offer is a strategic approach that combines design, procurement, project and construction management. For clients, this integrated approach delivers creativity and innovation, tempered with a pragmatic, cost-effective and functional outcome over the life cycle of their brand.

About REBRAND™ and the REBRAND 100® Global Awards:
REBRAND™ is the world's leading resource for effective brand transformations. The REBRAND 100® Global Awards is the first and most respected recognition for repositioned brands. Featured in such media as The Wall Street Journal, CNN Money, Bloomberg Businessweek, various magazines and books, the annual competition has entry deadlines in late September. The full 2012 winners showcase is at www.rebrand.com.

ENDS

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