Corporate design plays an important part in the brand experience. It is important they be aligned with what is essential about the company. Perhaps this is even more urgent in the case of a rebranding programme. Marc Cloosterman is CEO of the VIM Group, an Amsterdam-based consultancy with expertise in rebranding. Cloosterman's group has worked with Toyota, Holiday Inn, DHL and many more, and he confirms that all the identity components (visual identity, communications, tone of voice) must be harmonious and connected to the new brand identity. The starting point is a good brief to the involved agencies.

Publication in EACD Communication Director 2011. Click here for the complete article (PDF).