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Scan Magazine | Special Theme | Visual Creatives - The Best Nordic Agencies
“Continuing the comparison to people, the brand also has an x-factor, something positive and different that separates it from others. This x-factor is what we try to emphasise on and nurture, to enhance and improve every company's uniqueness,” he says. He explains that it's essential that the brand and the communication reflects who, or what, the client is, as too many seek approval by following others, when the strength lies in being who you are. "It's important to lead and not follow. I suppose you could say that we help companies enhance and confirm their own personality," Olsen explains.
KIND has developed the marketing strategy and overall branding for Coldwater Prawns, who were awarded Norway’s "Company of the Year 2014”, by Innovation Norway.
oping the strategy as well as executing it. Over the past year, KIND has developed visual identities and concepts for market leaders such as Enhanced Drilling, Grøvik Verk, Macduff Shellfish and LG Harris.
Extensive experience KIND's employees have extensive experience working with branding. Olsen has over 16 years of experience in the field and has worked with several large international brands. Furthermore, he has won several awards and is included in AdWeek's list of the top 100 most creative talents in the world. One of the agency’s clients is Coldwater Prawns of Norway, the country's largest prawn exporting company. KIND has developed the marketing strategy and overall branding for the company, who were awarded Norway’s "Company of the Year 2014”, by Innovation Norway. Coldwater Prawns increased their revenue 28 times in six years due to targeted and determined branding and positioning towards the export market, with KIND covering every step of the process, devel-
Due to their experience and expertise, KIND staff are regularly featured as guest speakers at conferences focusing on design, branding and advertising. They have in the previous year been represented at the Eurobest conference in Lisbon, Hyper Island in Stockholm as well as several domestic events, including speeches for The Norwegian Design Council and Innovation Norway. Substantial focus on emotional branding "What separates us from others is our unique approach to branding, where we work to create a differentiated identity for our clients, with substantial focus on the target group as well as the emotional brand," Olsen says. KIND's approach is based on a six-step model, designed so that every step is a direct consequence of the previous, making
every step of the process vital. "Specifically, the six-step model starts with a client briefing and an extended analysis. When that is completed, we scrutinise how our client can differentiate themselves from the competition and the market positioning,” Olsen says, continuing: ”Then we start the conceptual development phase, before moving on to the design and implementation phases. Our philosophy is that the idea should generate the means and not the other way around.” "A brand should create emotions through an inimitable expression and story," Olsen says. Always working closely with the client, long-term thinking is essential for KIND as they aim to appeal to the consumers' feelings. "The worst thing that can happen is if consumers don't feel anything. A successful brand always provokes feelings," Olsen concludes.
For more information, please visit: www.kindnorway.com
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