Recent cases
New cases are added as launched, when data is available. Older cases are also being added, as we process data previously published by us (or others) and on file.
- ABM Industries 2012
- Lineage Logistics 2012
- MFS Investment Management 2012
- Polycom 2012
- DSM 2011
- Kemper 2011
- Marathon Oil Corporation 2011
- Marsh & McLennan Companies 2011
- Shipley Energy 2011
- Starbucks 2011
- Texenergo 2011
Collaborate
If your company, or a client, is listed in this site... or if you wish to suggest a significant rebranding for recognition... please contact us. Cases entered based on our research and public information are designated Estimated. Cases certified by an inside participant (consultant or client) are designated Confirmed.
Corporate Brand Matrix
The Corporate Brand Matrix is a tool for planning, sourcing, budgeting and staffing institutional rebranding programs... and a tool to help clients, consultants and designers speak the same language. By 'plotting' the historic mix and importance of rebranding drivers against the actual tools used, with benefit of hindsight we can identify what usually works best and why. We can then better understand the strategic issues, creative opportunities and process requirements of a potential future rebranding.
| TOOLS | |||||
| IDENTIFIER TACTICS | IDENTITY SYSTEM ELEMENTS | SITUATION FACTS | CHANGE EVENT | ||
| D R I V E R S | STRUCTURAL | x | x | x | x |
| STRATEGIC | x | x | x | x | |
| FUNCTIONAL | x | x | x | x | |
Who's who?
The Corporate Brand Matrix is a team project. Founding team members are consultants Tony Spaeth in New York, and Tom Vanderbauwhede in Antwerp (Belgium).
Corporate Brand Indicator
| Structural: 19% Strategic: 72% Functional: 9% |
The corporate brand indicator shows the cumulative importance of the drivers in all cases as of 1/04/2024.
Official Launch
The first version of CorporateBrandMatrix.com was launched at BrandCamp in Bucharest (Rumania) on November 22nd, 2006. The second version was launched in the Benelux (Belgium-Netherlands-Luxemburg) on March 13th, 2007.