Corporate unbranding

branding and gift company BDA London, whose clients include Channel 4, Madame
Tussauds and Barclays Capital, has experienced a 32 per cent decline in orders
for branded clothing and outdoor promotional merchandise. It has also noticed a
new trend for unbranded corporate gifts.

“There is a much
less ‘in-your-face’ approach to corporate and event branding and companies are
being cleverer about communicating their brand identity,” says corporate
merchandise director at BDA London, Chris Shaw. “There is definitely less
emphasis on outdoor merchandise such
as branded signage or marquees and, where these are necessary, companies are
‘suggesting’ rather than ‘shouting’ their presence through using their corporate
colours rather than their logo.

interesting for us however, is that companies haven’t cut back on spending money
on gifts for clients,” he adds.

One company
recently gave kites to their clients, which did not feature its logo but would
immediately bring the brand to mind due to their colour and

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Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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