Fujitsu is one of the world’s largest ICT companies. At home in Japan, it tended to find the world outside of its home territory to be less familiar ground. In 2010, the need for it to differentiate itself from its main competitors was growing – companies like HP and IBM had invested heavily in their brand and increasingly, Fujitsu were coming up against the likes of Google and Amazon, some of the world’s most powerful brands. Saffron were appointed the same year.
Arranged around Monaco’s iconic harbour are the Reds, the Blues and the Yellows. Not boats in a race but the teams of the competing superyacht businesses – the ones that manage, charter and sell the kind of luxury boats we only dream about. The Yellow team – 10-year-old Y.CO – asked for Saffron’s advice in preparing their brand for the next 10 years. They were already successful but weren’t sure how to position themselves against their much bigger and more established competitors.
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