In its quest to reach a higher plane of existence, Centro Digital
Pictures has discovered that it has to take a good, hard look at its
overall branding.
Not too many years ago, it was a much smaller company, with fewer
product offerings - television commercial post-production, animation and
special effects.
Today, however, Centro also produces movies, entertainment and
edutainment programming, computer games and educational software.
This wide array of product lines could give rise to confusion unless a
strong brand with core values are created.
Centro's newly-appointed chief creative officer Stanley Wong has been
given the task of formulating and producing the core company brand.
He told MEDIA about the current challenges that have to be overcome: "In
the market place, Centro means different things to different people.
On the advertising side, it means post-production, animation and special
effects. For consumers, it means movies.
"We haven't told the whole market that we can do the whole thing - from
TVC production to movie making and content creation," he added.
He said that this would tie in with the company's overall vision of
being a pioneer in the field of digital content creation whether it be
for the Internet, television - commercials, movies, and educational and
entertainment programming - educational software or computer games.
