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BRANDING NEWS: Casio's new brand positioning may 'shock', says marketing director

Casio has undertaken a campaign with JWT and its inhouse design agency Germ in a bid to rejuvenate the brand and reposition the company from being product-centric to one that is brand-centric.

Mark Bernard, marketing director at Casio, comments, “In the past, Casio's marketing was product-led with the focus on features and technology but not the brand – we're going to flip this around.” Casio's B2B product portfolio includes cash registers, projectors and hand-held terminals, though the brand is better known for its watches and cameras.

Qualitative research found that while the Casio brand was associated with trust, warmth and respect, it was not seen as contemporary, modern or dynamic.

Bernard adds, “These are the issues we hope to address with this campaign. We want to make it a little bit more aspirational but still remaining faithful to the brand's heritage. The future of Casio will have a more brand-centric feel and it will be driven by end-user benefits. This may shock some people.”

This will be rolled out in June with advertising in the national and trade press (including Retail Jeweller and Pixel Magazine), outdoor and online. The new brand positioning will encompass the company's B2B and B2C propositions.

Bernard states that the logo will not be changing, citing, "It's got a huge amount of equity built in. This original campaign will re-energise the brand and bring perception in line with reality. Casio has moved a long way from its 80s image and over the next few years we aim to make customers aware of this.”


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