Current Brand Elements : Steer Davies, An International Transportation Consulting Company

Current Brand Elements : Steer Davies, An International Transportation Consulting Company

Length: 1097 words (3.1 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

A) Current brand elements in use (with specific examples)
Steer Davies Gleave is an international transportation consulting company. The firm is built on comprehensive offering of transportation related consulting services. SDG has differentiated itself by offering services that are high in quality, utilize unique approaches, and employ top industry professionals as project leads.
The company has grown from a 3-person consultancy based primarily in London to a mid-sized international firm. Today, the company generally uses the full name in the logo as shown below. This logo includes the name of the 3 founders and has become relatively well-known in the UK.

While this logo has strong brand recognition in London, but is much less known in markets outside of the United Kingdom. The company’s marketing materials and websites take on a serious tone to promote the smart approach to consulting embraced to this date.
There is not much use of tag lines, jingles, or other versions of the logo. However, there is an effort to promote the concepts of “Independent” and “Employee Owned” in marketing documents. The website also identifies ten differentiation reasons for “why SDG?” that include: Global, Local, Quality, Trusted, Strategic, Build partnerships, Big picture, Independent, Innovative, and Personal.

B) Your suggestions for new and improved brand elements (with specific examples)
Steer Davies Gleave must really strive to build brand equity and capitalize on the points of differentiation in a crowded market. It is interesting to note that SDG is currently engaging in a branding strategy assessment. There are a number of concerns with current branding, which are discussed in the next section of this paper.
I suggest the company impleme...

... middle of paper ...

...ogo and branding is short, easy to say, and easier to remember than the full name that has been historically.
• Meaningful – The logo and shorter name stay true to the company’s founders and the long-time employees. It also offers more concise information regarding what the firm offers and the points of differentiation.
• Likable – The shorter name and brand elements are bold, yet pleasing.
• Transferable – This is a specific challenge that the company has with the current name as it is a “lot to get out” and does not translate internationally well. The shorter name, tag lines and logo are easier to use in other countries. Further, the brand elements do not limit the services, simply highlights why the firm is different.
• Adaptable – This can easily be modified to meet future goals and markets.
• Protectable – The logo is already trademarked and is not an issue.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Marshall& Gordon Company; Designing an Effective Compensation System Essay

- Case 1: Marshall& Gordon Company; Designing an Effective Compensation System In April 2010, KK BB, the CEO of Marshall & Gordon, a leading public relations firm met with the firm’s leadership committee off-site in Miami. This off-site brought together Marshall & Gordon’s executive committee, practice and regional heads, and senior HR officers to discuss on redesigning the firm’s compensation system. A global advisory taskforce, under the direction of an external consulting firm, had spent three months collecting and analyzing data....   [tags: rules, laws, performance management system]

Better Essays
2411 words (6.9 pages)

A Summary On The 's Eyes : The Treasures Of The Proverbs 31 Woman Essay

- In reading your ideas on opening a Christian coffee shop in Denver, the fact that your husband has enough faith in you to invest in this idea is a credit to your godly spirit. In her book Beautiful in God’s Eyes: The Treasures of the Proverbs 31 Woman, Elizabeth George (2005) notes the ideal woman instills a trust in her husband because she is a good manager of time and finances. In starting a small business, these characteristics will be required in order to have a successful venture. In addition, you will need to consider several legal aspects to form a business that is both profitable and missional....   [tags: Corporation, Limited liability company]

Better Essays
1417 words (4 pages)

Business Organizations That I Think Best Suit Your Company Essay

- Mr. Reed, thank you for the opportunity to meet with you. I welcome the opportunity to work with you as a financial planner. This proposal outlines your options regarding the formation of Reed & Associates. Throughout this engagement I will discuss three business organizations that I think best suit your company. Out of the three business entities, I will suggest which organization I believe best accomplishes Reed & Associates’ goals and objectives. The three business entities that will be examined are a general partnership, a corporation and a limited liability company....   [tags: Corporation, Types of business entity]

Better Essays
1744 words (5 pages)

Benefits Of A Single Management Consulting Position Essays

- Your resume is effective if it creates an impact on management consulting recruiters within less than a minute. To go in this direction, ensure that it emphasizes your strengths, it contains no errors and it is written in a well-customized manner. If you, unfortunately, swerve to the wrong direction, you might commit any of the common mistakes of applicants. Mistake 1: Providing Irrelevant Details Brevity, not length, is the main principle to be followed when writing a resume. A long list of information doesn 't necessarily mean you are better than other applicants....   [tags: Management consulting, Management, Consultant]

Better Essays
751 words (2.1 pages)

Marketing Plan For IT Consulting Company Essay

- Introduction: The Mimosa Agency is made up of creative young minds that put a twist on the every-day appeal. Mimosa is dedicated to helping our clients accomplish their goals. The promotional tactics that we use put a spin on the ordinary while presenting them in a professional manner. The Mimosa Agency, consisting of Caroline Birgmann, Elizabeth Maglio, Meaghan Patoux, and Nancy Powell, specifically caters to each of their clients needs in order to successfully guide them to reach their goals. The goal of Mimosa’s campaign is to increase awareness of Ironworks Consulting among healthcare insurance corporations by acquiring two new clients in the next year....   [tags: Case Study Information Technology Marketing]

Free Essays
1751 words (5 pages)

Group Development in FIS, a Consulting Services Company Worldwide Essay

- ... This session has contributed in creating mini-groups inside the team and these groups included members familiar with each other due to previous relationships. The second stage of group development is storming where the FIS project team faced a lot of personal problems and conflicts between them, these problems was about the system of work and lack of cooperation and sharing work related data and information and lack of trust between them. The conflict between the team members also included the team leader and project manager; in this case the conflict could result in communicating less frequently with the leadership or to increase the conflict by confronting the leadership and that is wh...   [tags: training, project teams, team members]

Better Essays
1112 words (3.2 pages)

Vodafone Company: Factors Considered in Determining its Current Marketing Strategy

- Vodafone is a multinational telecommunications company that has its headquarters in London. Its registered office is in Newbury Berkshire. This company was formed in 1991 and it has continued to grow every year. Vodafone stands as the second largest mobile telecommunication company in the world (Aker & Mbiti, 2010). This company operates its networks in over 40 countries. The company has targeted many other different countries whose economy is growing in a faster rate, like Nigeria in West Africa....   [tags: mobile company, telecommunication, vodafone]

Better Essays
1891 words (5.4 pages)

Sample Letter For Hiring Manager At Your Company Essay

- A position has just opened in another department at the company where you work. While you have a lot of experience in your current job, the new position would require you to learn about new products and procedures. Write a letter to the hiring manager at your company expressing your interest in the new position, relating your accomplishments in your current position, and describing how your skills will help you succeed in the new position. Develop a response that includes examples and evidence to support your ideas, and which clearly communicates the required message to your audience....   [tags: Problem solving, Skill, Management consulting]

Better Essays
727 words (2.1 pages)

Essay about It Consulting Services

- With so many consulting firms offering services tailored to your business it seems it may take more time to decide on one company than it would for them to formulate a proposal. The decision is difficult because each one promises to devise a strategy that will take your company to the top of whatever industry you are in. These companies promise to save time, money and headaches. And offer services from data storage solutions to virus protection to vow to streamline your infrastructure. Two companies were reviewed for this essay: Accenture and EDUTECH consultations services....   [tags: Information Technology IT]

Free Essays
790 words (2.3 pages)

Infosys Consulting Essay examples

- Infosys Consulting Case Analysis The market for IT industry was huge and expanding at a fast pace. However the market leaders were Accenture and IBM which had a negligent market share and rest was captured by small enterprises. Indian companies also ventured in the industry and due to their competition, IT multinational giants had to increase their base in India. Due to high opportunities, attrition rate was also high in this industry. As a result Indian companies like Wipro, Infosys increased their base level salaries....   [tags: Information Technology Case Study Analysis]

Free Essays
1150 words (3.3 pages)