United Kingdom

In a world where data-driven apps promise ever more attractive solutions to businesses in all sectors, how should a professional body make the case for human expertise and experience? This was the challenge Brash faced when asked to rebrand the Chartered Institute of Marketing (CIM).


The CIM had already conducted extensive research. We reviewed this and added in-depth stakeholder consultations, which together formed the basis of our key strategic insight.

We had to reassert CIM as an authoritative voice and transform it into a formidable influencer. Rather than reflecting practice, the CIM should shape it, becoming a major catalyst for change in the profession.


From our insights we developed the viable brand idea, ‘Collective Marketing Intelligence’, recognising how marketers add value by working together and collaborating with other disciplines - identifying the CIM as a crucial platform for achieving this.


With the agreed strategy, we evolved the brand expression to signal change.

We modernised the existing crest to reflect the institute’s unique history and prestige, and changed the brand colour from red to royal blue, recognising the value of Britishness in the global market. The new brand launched in late 2014 and CIM is now rolling it out globally. Its forward-looking and collaborative vision will stand the institute, and the profession, in good stead as it enters its second century.