{"id":3927,"date":"2021-03-11T18:35:25","date_gmt":"2021-03-11T18:35:25","guid":{"rendered":"https:\/\/www.plazida.com\/en\/?p=3927"},"modified":"2023-11-24T19:46:45","modified_gmt":"2023-11-24T19:46:45","slug":"rebranding-consulting","status":"publish","type":"post","link":"https:\/\/www.plazida.com\/en\/projects\/rebranding-consulting","title":{"rendered":"Competitiveness"},"content":{"rendered":"<p><img decoding=\"async\" src=\"\/en\/wp-content\/uploads\/competitiveness-1.jpg\" alt=\"\"><\/p>\n<h1>Competitiveness<\/h1>\n<h2>Making ecosystems thrive.<\/h2>\n<div>\n<p class=\"p1\">We helped Competitiveness to reposition its brand to expand its scope of action to local ecosystems by agreeing on its new purpose, and highlighting its personality and brand DNA with a new tagline and key messages. We also revamped its visual identity and designed a new website.<\/p>\n<\/div>\n<div>\n<p class=\"p1\"><strong>Competitiveness<\/strong> is a global strategy consultancy pioneering territorial competitiveness.<span class=\"Apple-converted-space\">\u00a0 <\/span>It has been working for more than 25 years with multi-national organisations, governments and companies through programmes to strengthen the economic development of business clusters.<\/p>\n<p class=\"p1\">With its parent company in the USA, it is a global network of consultants that has worked on the ground on more than 300 projects in more than 40 countries. Its greatest pride is a multicultural, inclusive and open <strong>team<\/strong> of happy, honest and transparent people who work every day for a better society and a large international network of sectoral experts.<\/p>\n<p class=\"p1\">In addition to their experienced team, they base their success on the understanding of their <strong>clients&#8217; challenges<\/strong> and the use and transfer of sound <strong>methodologies<\/strong>. They identify change needs and accompany the client on the most effective path for as long as it takes. As a global <strong>reference<\/strong> in the field of cluster competitiveness, their projects have been studied by leading business schools such as Harvard and IESE, and their case studies have been used all over the world.<\/p>\n<p class=\"p1\">The core value of their brand is to achieve <strong>prosperity<\/strong> in the territories in which they work, through the <strong>soundness<\/strong> of their analysis and <strong>respect<\/strong> for the particular circumstances of each territory.<\/p>\n<p class=\"p1\">In 2020 Competitiveness decided to reposition its brand to expand its scope of action to local <strong>ecosystems<\/strong> in order to achieve long-term impact, access new clients, prioritise the common good with sustainable impact and shared value (Porter&#8217;s &#8220;shared value&#8221;) and gradually incorporate new methodologies and new services.<\/p>\n<p class=\"p1\">Based on its new vision, we agreed on a new <strong>purpose<\/strong>: <em>to drive the ecosystems of the future and accompany the client on its journey towards this vision<\/em>. We also worked internally on personality attributes and delivered a <strong>Personality Guide<\/strong>.<\/p>\n<p class=\"p1\">Based on a <strong>tagline<\/strong> search following Pl\u00e1zida&#8217;s methodology, we came up with a final proposal that was inspirational for Competitiveness&#8217;s audience and aspirational for internal talent, while remaining honest:<\/p>\n<p class=\"p1\"><em>Making ecosystems thrive<\/em>.<\/p>\n<p class=\"p1\">We also distilled the <strong>key messages<\/strong> that will help the company differentiate itself from a broad spectrum of generalist, specialist and innovation strategy consultancies with messages that are relevant to its clients and attractive to further recruit talent for the company.<\/p>\n<p class=\"p1\">The new positioning is also seen in a <strong>refreshed visual identity<\/strong> and a <strong>new website<\/strong> (which you can see here: competitiveness.com) which we worked on with Iv\u00e1n Redondo from <a href=\"https:\/\/www.valuedesign.es\/\">Value<\/a>.<\/p>\n<p>.<\/p>\n<\/div>\n<div>\n<p>    <img decoding=\"async\" src=\"\/en\/wp-content\/uploads\/competitiveness-2.jpg\" alt=\"\"><\/p>\n<\/div>\n<p><!-- {\"name\":\"PLANTILLA-Proyectos-OK\",\"type\":\"layout\",\"children\":[{\"type\":\"section\",\"props\":{\"style\":\"default\",\"width\":\"\",\"vertical_align\":\"middle\",\"title_position\":\"top-left\",\"title_rotation\":\"left\",\"title_breakpoint\":\"xl\",\"image_position\":\"center-center\",\"padding_remove_bottom\":true},\"children\":[{\"type\":\"row\",\"props\":{\"layout\":\"1-3,2-3\",\"match\":true},\"children\":[{\"type\":\"column\",\"props\":{\"image_position\":\"center-center\",\"media_overlay_gradient\":\"\",\"width_small\":\"1-3\"},\"children\":[{\"type\":\"image\",\"props\":{\"margin\":\"default\",\"image_svg_color\":\"emphasis\",\"image\":\"wp-content\\\/uploads\\\/competitiveness-1.jpg\"}}]},{\"type\":\"column\",\"props\":{\"image_position\":\"center-center\",\"media_overlay_gradient\":\"\",\"vertical_align\":\"middle\",\"width_small\":\"2-3\"},\"children\":[{\"type\":\"headline\",\"props\":{\"title_element\":\"h1\",\"margin\":\"default\",\"content\":\"Competitiveness\",\"margin_remove_top\":true,\"css\":\".el-element {\\nfont-family: 'Lyon Text Web';\\nfont-weight: 400;\\nfont-style: italic;\\nfont-stretch: normal;\\nfont-size:80px;\\n}\"}},{\"type\":\"headline\",\"props\":{\"title_element\":\"h2\",\"margin\":\"small\",\"margin_remove_top\":false,\"css\":\".el-element { font-family: 'Lyon Text Web';\\nfont-weight: 400;\\nfont-style: italic;\\nfont-stretch: normal; font-size:25px;}\",\"content\":\"Making ecosystems thrive.\"}}]}]}]},{\"type\":\"section\",\"props\":{\"style\":\"default\",\"width\":\"small\",\"vertical_align\":\"middle\",\"title_position\":\"top-left\",\"title_rotation\":\"left\",\"title_breakpoint\":\"xl\",\"image_position\":\"center-center\",\"padding_remove_bottom\":false},\"children\":[{\"type\":\"row\",\"children\":[{\"type\":\"column\",\"props\":{\"image_position\":\"center-center\",\"media_overlay_gradient\":\"\",\"width_medium\":\"1-1\"},\"children\":[{\"type\":\"text\",\"props\":{\"margin\":\"default\",\"column_breakpoint\":\"m\",\"text_style\":\"lead\",\"content\":\"\n\n<p class=\\\"p1\\\">We helped Competitiveness to reposition its brand to expand its scope of action to local ecosystems by agreeing on its new purpose, and highlighting its personality and brand DNA with a new tagline and key messages. We also revamped its visual identity and designed a new website.<\\\/p>\",\"css\":\".el-element {\\nfont-family: 'Lyon Text Web';\\nfont-weight: 400;\\nfont-style: normal;\\nfont-stretch: normal;\\n}\"}},{\"type\":\"text\",\"props\":{\"margin\":\"default\",\"column_breakpoint\":\"m\",\"content\":\"\n\n<p class=\\\"p1\\\"><strong>Competitiveness<\\\/strong> is a global strategy consultancy pioneering territorial competitiveness.<span class=\\\"Apple-converted-space\\\">\\u00a0 <\\\/span>It has been working for more than 25 years with multi-national organisations, governments and companies through programmes to strengthen the economic development of business clusters.<\\\/p>\\n\n\n<p class=\\\"p1\\\">With its parent company in the USA, it is a global network of consultants that has worked on the ground on more than 300 projects in more than 40 countries. Its greatest pride is a multicultural, inclusive and open <strong>team<\\\/strong> of happy, honest and transparent people who work every day for a better society and a large international network of sectoral experts.<\\\/p>\\n\n\n<p class=\\\"p1\\\">In addition to their experienced team, they base their success on the understanding of their <strong>clients' challenges<\\\/strong> and the use and transfer of sound <strong>methodologies<\\\/strong>. They identify change needs and accompany the client on the most effective path for as long as it takes. As a global <strong>reference<\\\/strong> in the field of cluster competitiveness, their projects have been studied by leading business schools such as Harvard and IESE, and their case studies have been used all over the world.<\\\/p>\\n\n\n<p class=\\\"p1\\\">The core value of their brand is to achieve <strong>prosperity<\\\/strong> in the territories in which they work, through the <strong>soundness<\\\/strong> of their analysis and <strong>respect<\\\/strong> for the particular circumstances of each territory.<\\\/p>\\n\n\n<p class=\\\"p1\\\">In 2020 Competitiveness decided to reposition its brand to expand its scope of action to local <strong>ecosystems<\\\/strong> in order to achieve long-term impact, access new clients, prioritise the common good with sustainable impact and shared value (Porter's \\\"shared value\\\") and gradually incorporate new methodologies and new services.<\\\/p>\\n\n\n<p class=\\\"p1\\\">Based on its new vision, we agreed on a new <strong>purpose<\\\/strong>: <em>to drive the ecosystems of the future and accompany the client on its journey towards this vision<\\\/em>. We also worked internally on personality attributes and delivered a <strong>Personality Guide<\\\/strong>.<\\\/p>\\n\n\n<p class=\\\"p1\\\">Based on a <strong>tagline<\\\/strong> search following Pl\\u00e1zida's methodology, we came up with a final proposal that was inspirational for Competitiveness's audience and aspirational for internal talent, while remaining honest:<\\\/p>\\n\n\n<p class=\\\"p1\\\"><em>Making ecosystems thrive<\\\/em>.<\\\/p>\\n\n\n<p class=\\\"p1\\\">We also distilled the <strong>key messages<\\\/strong> that will help the company differentiate itself from a broad spectrum of generalist, specialist and innovation strategy consultancies with messages that are relevant to its clients and attractive to further recruit talent for the company.<\\\/p>\\n\n\n<p class=\\\"p1\\\">The new positioning is also seen in a <strong>refreshed visual identity<\\\/strong> and a <strong>new website<\\\/strong> (which you can see here: competitiveness.com) which we worked on with Iv\\u00e1n Redondo from <a href=\\\"https:\\\/\\\/www.valuedesign.es\\\/\\\">Value<\\\/a>.<\\\/p>\\n\n\n<p>.<\\\/p>\",\"css\":\".el-element {\\nfont-family: 'Lyon Text Web';\\nfont-weight: 400;\\nfont-style: normal;\\nfont-stretch: normal;\\n}\"}}]}]}]},{\"type\":\"section\",\"props\":{\"style\":\"default\",\"width\":\"\",\"vertical_align\":\"middle\",\"title_position\":\"top-left\",\"title_rotation\":\"left\",\"title_breakpoint\":\"xl\",\"image_position\":\"center-center\",\"padding\":\"small\"},\"children\":[{\"type\":\"row\",\"children\":[{\"type\":\"column\",\"props\":{\"image_position\":\"center-center\",\"media_overlay_gradient\":\"\",\"width_medium\":\"1-1\"},\"children\":[{\"type\":\"slideshow\",\"props\":{\"show_title\":false,\"show_meta\":false,\"show_content\":false,\"show_link\":false,\"show_thumbnail\":false,\"slideshow_min_height\":300,\"slideshow_autoplay_pause\":true,\"nav\":\"\",\"nav_position\":\"bottom-center\",\"nav_position_margin\":\"medium\",\"nav_align\":\"center\",\"nav_breakpoint\":\"s\",\"thumbnav_width\":\"100\",\"thumbnav_height\":\"75\",\"thumbnav_svg_color\":\"emphasis\",\"slidenav\":\"default\",\"slidenav_margin\":\"small\",\"slidenav_breakpoint\":\"s\",\"slidenav_outside_breakpoint\":\"xl\",\"overlay_position\":\"center-left\",\"overlay_animation\":\"parallax\",\"title_element\":\"h3\",\"meta_style\":\"meta\",\"meta_align\":\"below-title\",\"link_text\":\"Read more\",\"link_style\":\"default\",\"margin\":\"default\",\"slideshow_height\":\"full\",\"slideshow_box_shadow\":\"\",\"slideshow_box_decoration\":\"\",\"slideshow_animation\":\"pull\",\"slideshow_kenburns\":\"\",\"nav_margin\":\"\",\"nav_color\":\"\",\"slidenav_outside_color\":\"\",\"overlay_container\":\"\",\"overlay_container_padding\":\"\",\"overlay_width\":\"\",\"slidenav_hover\":true,\"meta_element\":\"div\"},\"children\":[{\"type\":\"slideshow_item\",\"props\":{\"image\":\"wp-content\\\/uploads\\\/competitiveness-2.jpg\"}}]}]}]}]}],\"version\":\"2.3.27\"} --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Competitiveness Making ecosystems thrive. We helped Competitiveness to reposition its brand to expand its scope of action to local ecosystems by agreeing on its new purpose, and highlighting its personality and brand DNA with a new tagline and key messages. We also revamped its visual identity and designed a new website. Competitiveness is a global [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3930,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[47,35],"class_list":["post-3927","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-projects","tag-rebranding","tag-slowbranding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Competitiveness - Pl\u00e1zida<\/title>\n<meta name=\"description\" content=\"Pl\u00e1zida has helped Competitiveness reposition its brand as a strategic consultancy that thrives the ecosystems of the future.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.plazida.com\/en\/projects\/rebranding-consulting\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Competitiveness - Pl\u00e1zida\" \/>\n<meta property=\"og:description\" content=\"Pl\u00e1zida has helped Competitiveness reposition its brand as a strategic consultancy that thrives the ecosystems of the future.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.plazida.com\/en\/projects\/rebranding-consulting\" \/>\n<meta property=\"og:site_name\" content=\"Pl\u00e1zida\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-11T18:35:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-11-24T19:46:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.plazida.com\/en\/wp-content\/uploads\/competitiveness-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"708\" \/>\n\t<meta property=\"og:image:height\" content=\"567\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Irene\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Irene\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.plazida.com\/en\/projects\/rebranding-consulting#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.plazida.com\/en\/projects\/rebranding-consulting\"},\"author\":{\"name\":\"Irene\",\"@id\":\"https:\/\/www.plazida.com\/en\/#\/schema\/person\/67448136ee40d492db56ebe6d2653711\"},\"headline\":\"Competitiveness\",\"datePublished\":\"2021-03-11T18:35:25+00:00\",\"dateModified\":\"2023-11-24T19:46:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.plazida.com\/en\/projects\/rebranding-consulting\"},\"wordCount\":451,\"publisher\":{\"@id\":\"https:\/\/www.plazida.com\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.plazida.com\/en\/projects\/rebranding-consulting#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.plazida.com\/en\/wp-content\/uploads\/competitiveness-1.jpg\",\"keywords\":[\"rebranding\",\"slowbranding\"],\"articleSection\":[\"Projects\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.plazida.com\/en\/projects\/rebranding-consulting\",\"url\":\"https:\/\/www.plazida.com\/en\/projects\/rebranding-consulting\",\"name\":\"Competitiveness - 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