Tendam as a Pertinent Example of Experiential Branding

AdMe agency as an all inclusive advertising startup company occupied with various issues regarding the brand definition. We had to apprehend how a business brings its offers to life for its customers. The goal of this assignment was to learn how to define a brand’s purpose, values, personality and positioning and last but not least the most compelling reason for customer’s choice; the brand proposition.

For this project we were requested to read the ‘’Four Ages of Branding’’ and to select a case study from the ‘’Short brand case study portfolio’’ by Interbrand. The purpose of this assignment was to showcase a pertinent brand for the Age of Experience. We chose Tendam as the most suitable for this case study. We tried to indicate all the elements of the branding strategy approach that makes Tendam a representative brand for the Age of Experience.

First of all, Tendam is the new corporate brand under which a well-known, lingering Spanish fashion group -Grupo Cortefiel- reinvented itself. The brand transformation signals a new stage of strategic consolidation, development, and growth and inspires confidence in financial markets. Brand’s promise is becoming ‘’Exponentially Greater’’ which is inspired by values of leadership, collaboration, demand, and integrity.

The most important elements which indicate that Tendam belongs to Age of experience are the fact that they have created an ecosystem of integrated products, services, information and entertainment, as well as they own vast data sets that are considered as insight, empathy, intuition and dialogue. Tendam is also a suggestive brand that evokes togetherness, trends and leading tendencies.

Tendam activates its positioning as the leading retail fashion group in the premium mass market and this is delivering satisfying and differentiated experiences to consumers. Furthermore, it is occupied with internal clarity strategic consolidation by five other brands. Moreover, the commitment to the brand reflects the ethos of the company and conveys its strength. The group conveys excellence throughout the world with strong and inspiring brands that enrich communities, connect people, and drive business growth. The brand identity is based on the creative concept, ‘’The sum that multiplies.’’

Lastly, Tendam Blue is the signature color of the corporate brand, expressing strength, totality and premium. A new photographic style and graphic technique (collage) have outfitted the brand well in an industry in which aesthetic codes are important.

All in all, the brand transformation has prepared Tendam to step out and make a fresh impression that is indeed Exponentially Greater. Tendam branding strategy approach indicates the brand case study as a representational instance of Experiential Branding.

AdMe Company’s team: Agelos Latsi, Artemis Logkaki, Eleni Perperidou, Ioulia Ntoka, Mustafa Beyazkuş