re:group’s rebranding of LaPetite Academy was named one of the world’s most effective rebrands in the fifth annual ReBrand 100® Global Awards. ReBrand 100 is the highest recognition for brand rebuilding and redesign in the business arena, and is the only global, juried program of its kind. re:group’s rebrand of LaPetite Academy encompasses all of the brand touchpoints. The positioning, “Play. With a purpose.” makes parents feel that their children will learn, and be happy at the same time.
To select winners, jurors reviewed the work which was required to transcend cosmetic changes. In addition to specific review guidelines they followed, strong consideration was given to executed strategy that made an emotional connection, met the stated objectives and needs of the identified target market. In true democratic fashion, a one-person entity had as much opportunity to be selected as did global organizations, since jurors were unaware of the brand strategist’s name and size when reviewing the projects.
Over 40 industries and 21 countries are represented among the 2009 winners. Some of the world’s best known branding consultants such as Interbrand, The Brand Union, DDB Canada, and more competed, as did in-house teams, small agencies, and representatives of multinational corporations. The jury panel, new each year, consists of a multidisciplinary mix of prominent, international, industry experts. The 2009 panel of 10 included CEO for InterbrandHealth Jane Parker, Burt Helm of BusinessWeek, and Creative Director of Australia-based Principals, Simon Wright.
Unique among other awards, “before” and “after” scenarios of each brand transformation are reviewed with details of the accompanying write-up on the approach. The rebrand could have been an enterprise-wide effort, a change in a single brand component, or a brand extension. Winning rebrands are showcased for inspiration and learning at www.rebrand.com.
La Petite Academy was established in 1968, with the purchase of seven university-sponsored centers. They operate 570 schools, including Montessori Unlimited. They are a pioneer in center-based care and its Preschool Curriculum has set the standard for preschool education. They are also a recognized leader in before and after school programs, summer and holiday camps and corporate programs. In January 2007, they became part of the Learning Care Group family.
Learning Care Group is one of the largest for-profit providers of early childhood care and educational services in the United States. Most recently, the company was taken private with Morgan Stanley Private Equity purchasing 60 percent stake on June 25, 2008. This relationship allows the company to continue its strategic growth plan and remain focused on providing the highest quality care to all of the children it serves.
