Antalis - Claro

Transferring equity from three names into one

The Business
MAP Merchants, a European paper merchant, needed to consolidate its range of papers to make most efficient use of budget in a crowded and largely undifferentiated marketplace. One specific paper was sold under three names, Challenger, Silverblade and EuroArt, across 17 different European territories. To create a consistent brand message and facilitate efficient pan-European marketing, it was agreed that one name would be adopted. The Country Managers, however, were concerned that equity would not be able to be transferred to a new name and customers would be lost.

The Naming Strategy
The first stage of this project was for Brand Architects Naming to understand the Country Managers’ concerns by visit key territories and conference calling others. Once the concerns were understood a rationale for the name was written, circulated and agreed creating a framework from which the name could be explored.

The paper, an off set, white, paper had some key features which differentiated it in the marketplace. The long heritage(s) of Challenger, EuroArt and Sliverblade, coupled with the latest advanced in product quality defined a new competitive advantage. This differentiation was explored and identified as being clever advantages for the printer.

Building on this the name Claro with strap line Clearly Clever was adopted. Claro is a Latin word, it is also an everyday word used in Spanish, it means to make clear or understood. Claro is clear in its purpose, function and performance. The strap line Clearly Clever built upon the legacy of the existing brand names coupled with the new technical advances, giving customer’s confidence that they could trust the paper immediately as a clever choice. Pan-European legal and linguistic checks were made within the paper marketplace to ensure the name and strap line were protected so that the intellectual property could be protected and built upon.



The Value
The new consolidated brand has been well received with existing customers readily accepting the new brand name - Claro. After some initial quality issues the paper has grown across Europe as is now ranked the 7th largest paper brand in Western Europe by Opticom. Map is now part of Antalis the largest paper merchant in Europe and fourth largest in the world.



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