Brazil Design Converts Concepts into Brand Names; MARKETING: Seeing the Potential of New Media in 1994 Andrew Reid Formed a Company Which Would Exploit the Revolution

Western Mail (Cardiff, Wales), January 30, 2002 | Go to article overview

Brazil Design Converts Concepts into Brand Names; MARKETING: Seeing the Potential of New Media in 1994 Andrew Reid Formed a Company Which Would Exploit the Revolution


Byline: ROBERT JONES

BRAND images can be extraordinary powerful. They lift the product above the mundane and the functional to appeal to the expressive and central values that the owners would like to see lodged in consumers' minds.

It is the creation of brand images, or variations on the brand theme, that occupies the mind of Andrew Reid, managing director of Cardiff-based Brazil Design, the company he started in 1994.

"The intention was to combine the virtues of traditional print-based design and communication with the coming wave of new media opportunity, " he said.

With the aid of hindsight Mr Reid believes that by 1994 the future importance of the internet was apparent and with it would come a technology which would alter the ways in which marketing communications would be developed and used.

So it was in response to the challenges presented by this technological revolution that he set up the company, seeing it as much as a defensive move as an opportunistic gambit.

"I could see at the time that while print was going to be a continuing medium, marketing budgets were going to be diverted at some point into new media, " he explained.

"This would embrace interactive presentation on CD-Rom and broaden out into the great web adventure."

What he calls the "great web fiasco" did little to diminish his enthusiasm and now the dawning reality of what the internet can deliver has vindicated this.

With a mixture of confidence and pride he said, "That is what we are developing here as well as embracing the traditional marketing communications based in print."

Besides adopting new technology Brazil has been determined to establish as wide a business base as possible. This involves acknowledging the valuable client resources available in Wales while also looking to attract clients from further afield.

"We are good at what we do and we have the technology to deliver to clients across Europe and the Far East, " Mr Reid said.

All of which means a great deal of travel in order to sustain the important element of personal contact.

Conversely, modern technology allows for a 24-hour global operation with images delivered by e-mail and having approval in principle almost instantaneously.

An illustration Mr Reid uses to highlight this is the company's relationship with healthcare giant Johnson & Johnson, who chose Brazil as one of three companies around the world to help them develop their Gateway website.

Mr Reid said, "This will ultimately become a great resource for healthcare professionals. To achieve this we have access to Johnson & Johnson servers, which implies they recognise our resources and capabilities."

There is also the element of inherent trust of which Mr Reid is particularly proud.

Being a creative company Brazil is judged on its imaginative output, which necessitates an essential understanding of the client's business.

In order to achieve this a team of professionals have been drawn from the worlds of advertising, financial services, IT, law and, in Mr Reid's own case, the pharmaceutical industry.

This combination of creative personnel enables Brazil's managers to talk confidently and competently thus contributing to the development of the brief.

"We ask what it is the client is trying to achieve?" he said.

"Then how are they going to make this effective and what is it they are trying to create?"

By asking these sorts of questions and developing an understanding of the product a creative message can be delivered.

This can be further developed prior to the presentation of the visual images that will capture the imagination and help change opinion and behaviour in relation to a client's brand.

Achieving this is a combination of factors - the concepts of combining topography with visual images by commissioning good photography and imaginative film direction. …

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