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Brand Strategy

PwC’s Pivot to Momentum

PwC’s first brand refresh in 14 years comes not with a bang, but with a calculated push—a shift built around the concept of “momentum.” Rather than reinventing its image wholesale, the firm leans into subtle evolution: a slightly sleeker logo, a campaign-friendly slogan (“So You Can”), and a repositioning of itself not as a service […]

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Corporate Appetite, Eternal Ambition

Zomato’s quiet transformation into Eternal Ltd may not rattle its food delivery users, but for industry watchers, it’s a textbook corporate maturation. By separating its corporate identity from its flagship brand, Zomato follows the well-worn path of Alphabet and Meta—clearing the way for strategic expansion into new sectors without diluting brand equity. While the consumer-facing

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Image Credit: Cafeyn

Cafeyn Launches New Product and Brand Identity for Personalized Reading

Cafeyn, a French digital news streaming service, has launched a new product and revamped its brand identity to offer users a more personalized reading experience. The new application allows users to tailor their content preferences, offering access to favourite publications and news topics through a personalized home page. Users can choose their preferred reading formats

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Image credit: Airbnb

Airbnb’s Journey to Marketing Enlightenment

Airbnb’s CEO, Brian Chesky, unveils a strategic shift in the company’s advertising approach, emphasizing education over direct sales, marking a pivotal moment in the brand’s trajectory. Here’s what sets this transformation apart: This case underscores the importance of evolving marketing strategies in alignment with brand values and consumer preferences. By prioritizing education, cultural relevance, and

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Image credit: Uber

Uber’s Evolutionary Branding

In the latest phase of its evolution, Uber unveils a refined brand identity, courtesy of Jones Knowle Ritchie (JKR), signaling a strategic shift towards a comprehensive mobility brand. This move underscores a crucial lesson in branding: evolution over revolution. Here’s what sets this development apart: Strategic Continuity: Uber’s brand evolution emphasizes continuity alongside growth, leveraging

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Image Credit: Microsoft

Microsoft renames Bing Chat to Copilot

Microsoft renamed its AI chatbot from Bing Chat to Copilot, competing directly with ChatGPT, attempting to reposition the AI assistant landscape. Bing Chat evolves into Copilot, aiming to challenge ChatGPT’s dominance in the AI chatbot sphere, following OpenAI’s revelation of 100 million weekly ChatGPT users. Microsoft positions Copilot as a competitive choice for both consumers

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