Laura L. Monica is Senior Vice President of Corporate Communications and External Affairs at American Water. In the video below, Laura describes the significant increase in value for her company as result of the recent new rebrand and visual identity.

VALUE OF THE BRAND:

• Independent research conducted to assess the rebranding investment and its value to the business
• Costs for time period assessed: $1.2 million
• Assessed value of rebranding: $5.2 million
• For every $1 invested in re-branding, a yield of $4 in value
• Direct and positive impact on how our customers view the brand
• Brand advocacy increased 29 percent
• Customers aware of the new brand are nearly 7 times more likely to find it more appealing than less and their approval of American Water increases by 10 percent
• More than doubled the number of customers visiting the new website(1)

(1)  American Water, Rebranding, Repositioning, And Relaunching American Water © 2009

Russell Volckmann is an award-winning designer, producer, creative director, ad & brand & marketing strategist. For 17 years helping global agencies and companies tell their stories and make meaningful connections. Contact Russell at VÖLCKMANN (& friends) for more ways to connect.

Three of the top Rebrand.com 2009 Award Winners. As you will see, some make more sense than others.

(1) Client: Love 146

Agency: Brains on Fire

A rebrand with a story; huge improvement in naming + visual + differentiation. The strategy was based on a story of a young girl in Thailand (child #146) who maintained a shining brightness, despite all hardships she had been through: a story that continues to inspire the organization.

(2) Client: International Center for Journalists

Agency: Siegel+Gale

The before & after here is striking, with the end result of a great new visual ID: natural, earthy tones + an intertwined human type treatment to reflect multiculturalism.

(3) Client: Cisco/ Webex

Agency: Cisco (internal)