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Officially announced: North becomes Duotone

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Re: Officially announced: North becomes Duotone

Postby Foxi » Mon Jul 30, 2018 9:59 am

For one decade I worked in media industries for a kids channel. It was rebranded 2 times due to changes in ownership. The viewers/kids were not amused when it came up - but no one got lost as soon as they understood, that a well beloved brand had gone - but not the content. I´ve been @ an italian kite spot past weekend and it was massively rebranded by Duotone flags, banners and sun chairs. And the "content" fully stays. Just one old faded out NKB flagg kept vigil.

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Re: Officially announced: North becomes Duotone

Postby dlangpap » Mon Jul 30, 2018 4:24 pm

Toby wrote:
Sun Jul 29, 2018 8:07 pm
I think the logo was developed for North Sails.
So it’s theirs.

But agreed, should also be different.

Play it clean.
I disagree. Logos and brand names are assets, intangible, but assets after all. North understands the value of the brand and logo and if they were theirs to start with, the only sensible thing from a marketing POV is to keep them. IMO Duotone did the opposite, they underestimated the value of a good brand and are hoping that their products, quality and reputation carry them through. This is, of course, reasonable, as all are excellent, but precisely because the brand and logo are going to be kept by the new company, they should have paid more attention when coming up with the new brand.

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Re: Officially announced: North becomes Duotone

Postby Peert » Mon Jul 30, 2018 5:33 pm

IMG-20180730-WA0016.jpg

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Re: Officially announced: North becomes Duotone

Postby tautologies » Mon Jul 30, 2018 6:04 pm

dlangpap wrote:
Mon Jul 30, 2018 4:24 pm
Toby wrote:
Sun Jul 29, 2018 8:07 pm
I think the logo was developed for North Sails.
So it’s theirs.

But agreed, should also be different.

Play it clean.
I disagree. Logos and brand names are assets, intangible, but assets after all. North understands the value of the brand and logo and if they were theirs to start with, the only sensible thing from a marketing POV is to keep them. IMO Duotone did the opposite, they underestimated the value of a good brand and are hoping that their products, quality and reputation carry them through. This is, of course, reasonable, as all are excellent, but precisely because the brand and logo are going to be kept by the new company, they should have paid more attention when coming up with the new brand.
Yup. Agreed. These things are probably clearly outlined in agreements. We have no information on who developed the logo....and even if B&M developed a logo that then became owned by NS it is still NS.
That means one can think and feel whatever one wants it really doesn't matter. Clearly one should follow the law and agreements on this. I'm actually pretty excited to see what NS will do with this. It is 100% fair for them to use their brand and it is by far best to try to do it immediately.

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Re: Officially announced: North becomes Duotone

Postby downsouth » Wed Aug 08, 2018 6:18 am

The next Question is what is not with Cabrhina?

As most of the CAB Key staff have left for NORTH, designers key sales staff etc which makes to discussion a 3 hours race now.

I would like to see what North comes up with now and NTG definitely has a new set of tools B&M does not have access. It is Definitely a very tall order to develop a competitive product range in 1 year! Sure NTG can copy B&M products but that would definitely not be a successful strategy.

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Re: Officially announced: North becomes Duotone

Postby Toby » Wed Aug 08, 2018 1:32 pm

Cabrinha is alive and kicking...

http://kiteforum.com/viewtopic.php?t=2400323

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Re: Officially announced: North becomes Duotone

Postby POACHER » Wed Aug 08, 2018 4:22 pm

I hope they can put out the super rad graphics North used to do.....
s-l1600.jpg


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