Originally there is a name, then a logo and finally a brand platform. Sometimes, the latter crumbles and makes us forget the distinctive elements of the company or the product... Before reaching that point, several actions are possible: reappropriation of the base line, (first) corporate speech or even change of name. So many actions intended to make (re)take off a brand as proven by GMF, Airbnb and Paris Aéroports (ADP)! 3. GMF On Sunday May 1, the French insurer launched a new communication campaign with a 45-second corporate film. An institutional positioning that reaffirms the baseline of GMF "definitely human" by featuring "committed" individuals and professionals. Produced by TBWA, GMF's agency since 2007, this “long” video according to current codes, sounds like a manifesto against a background of moving music. According to the insurer's communicators, this campaign aims to reinvent the territory of communication to emerge...
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