db city (DIVYA BHASKER)

CATEGORY
Branding
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When a well known brand makes its foray into a diversified segment, the branding takes a different tone simply because the brand is already popular but the industry that they’re taking a plunge into is new for them. Here, the challenge for BRIM was to keep the trust level of the existing customers intact and at the same time creating new customer groups within (and maybe also outside) of the existing target groups.
 
With less emphasis on emotions, the branding efforts did connect with the target audiences with minimal attention to emotional communication.