Sydney marketing agency The Zoo Republic has been awarded the account for Canon Business Services after a four-way pitch to refresh its B2B offering through a new brand positioning.
The pitch-winning work drew on the strength of the Canon consumer brand, celebrating the power of the individual, the power of personal vision, and the difference one person can make in the world.
In the case of Canon’s Business Services, this is expressed as ‘No one does it like you’.
Simon Russell, general manager at Canon Business Services, said: “People love Canon – our brand has great emotional power and engagement. But our approach to business has been focused on products, on being corporate and being rational,” he said.
“There was little consistency and our brand was failing to connect with people in the same way that we connect with our consumer audiences. We needed to change our approach and find a way to harness the emotion that’s at the heart of Canon’s brand.”
The Zoo Republic CEO David Lo said: “Canon Business Services help owners and IT managers get back to what matters most – their core business.
“Whether we’re talking to small, medium or large businesses, the new brand platform lets Canon Business Services connect with its customers on a human level.
“For them, business is personal; they feel every high and low deeply. It’s this insight (a very personal one for me) that led us to the new positioning; making Canon Business Services resonate with their audience and allowed us to bring the two sides of the Canon family closer together.”
The repositioning and subsequent brand work consisted of a brand reel (below) to capture and deliver the emotional aspects of the rebrand, as well as a complete refresh of all collateral and a number of new pieces that were inspired by this more emotive approach.