The popularity of Venezia FC has grown far beyond the city of Venice or even Italy itself, guided by an American owner with retail experience, extensive social media, and a smart editorial campaign that links the brand to familiar and pleasurable Venetian tropes such as gondolas and cafes.
The president and CEO of the J. M. Smucker Company reflects on the performance of his company’s now-two-year-old corporate identity rebrand, released in the fall of 2020 and created by agency CBX. The redesign was necessary and effective, writes Mark Smucker, as it better expresses the company’s basic beliefs to employees and customers.
From the article: “We are in business to succeed, to win. And we know that to achieve our objectives we must work together. Simply put, to win, we must be competitive externally and collaborative internally.”