analysis, the institute launched its new brand identity in 2014, with “royal blue” as its lead colour to recognise “the value of Britishness in the global market”. Described as “CIM’s biggest strategic and creative brand change in more than a quarter of a century”, the radical departure from the old look and feel of the brand came after the research exercise uncovered a number of inherent weaknesses in the old logo, including its incompatibility in the new digital landscape, a wordmark that was far from optimal, and a “barely decipherable" crest. The objective of CIM's rebrand was comprehensive as it also included a change in the institute's direction. As reported in Marketing Week, "The logo change...is just one element of CIM’s relaunch. Following a year-long consultation during which thousands of members and marketers were canvassed on what they wanted from CIM, the body has set itself the long-term aim of becoming a catalyst for debate and conduit for lifting the profession’s standing". This sentiment was later reflected in the Trustees' Report of 2015, with the chairman of the Board of Trustees declaring that, "The launch of CIM’s new brand positioning and identity during the year received positive feedback across both the marketing and design community. The introduction of our new corporate identity was fully rolled out during the financial year, resulting in a coherent and distinct visual presence for the first time in many years. Our teams have now turned their attention to pushing the creative boundaries of our new identity and working with our channels and volunteer groups to help develop and share creative best practices". See also List of international professional associations References Marketing organizations Organisations based in Berkshire Organizations established in 1911 Marketing Professional titles and certifications Royal Borough of Windsor and Maidenhead 1911 establishments in the United Kingdom