Case Studies

Randak Design

Randak Brand Development (Randak) employs 12 people and, as the name suggests, specialises in helping its clients develop their brands and manage their communications successfully.

With more than 30 years of experience, Randak’s own brand has been cemented thanks to work with clients including Diageo and Marks and Spencer. As a company which encourages its clients to get the most from their intellectual assets, it is only too aware of the value of its own.

The Strategy

Randak’s business approach is rooted firmly in intellectual assets, and the company is therefore in a better position than most to realise the importance of making sure their clients adequately protect their creativity.

This quality of service has stood the Glasgow-based company in good stead when it comes to attracting new business.

For example, the famous Buccleuch Estates commissioned Randak to work across its range of operations, from the logo design to development of the branding, by helping to co-ordinate all the component parts of the complex organisation within its intellectual property portfolio.

This, together with its work in developing brands for other big names such as Pernod Ricard, the firm’s managing director Charles Randak knew that further business success could be derived from exploiting this experience.

That experience of brand management, specifically in the food and drinks industry, led to Randak expanding its theatre of operation from Glasgow and London to Poland for several premium food and drink producers, including two of the country’s most famous vodkas.

These brands, which have a 500-year history and are the Polish equivalents of the finest Scottish malt, chose Randak to help re-brand their product to a high standard consistent with their esteemed heritage.

Charles Randak said: “Our experience in this area has allowed us to grow the business into Poland, helping to make the owners of quality brands more aware of their own intellectual property and ensuring the brands develop fully.

“The knowledge we have acquired was a vital part of winning the business in Poland, and we’re very aware of our own intellectual assets in this respect.”

Randak has also compiled a database of key industry contacts, giving the company opportunities to raise awareness of new developments within the business, which have recently included a new signage system which represents a £100,000 investment for the company to date.

The system, trademarked ISIS, was invented – and patented – by Randak, and is an extremely simple yet innovative signage system which has the potential to save businesses a lot of time and money when changing signs. Furthermore it creates a new level in communication platforms in a wide range of situations from airports to the high street.

ISIS signage utilises digitally-printed images ‘sandwiched’ between two plastic screens, which uses edge-lit technology. The printed images are slid into the double-sided housing, and the reflective qualities of the paper further enhance the illumination of the images.

Traditional signage systems can require a lot of manual labour to change the displays, but Charles Randak hopes ISIS can revolutionise visual merchandising thanks to its simple design solution.

The system is flexible enough to be used in multiple formats, or simply as display units in standalone locations.

By patenting the system at its inception, however, Randak has ensured it retains ownership of the design and that it will be able to collect licensing fees from its product.

Charles Randak says: “It’s still early days for ISIS, but already the trickle of enquiries has grown to six high street installations in early 2005.

“We can see this being sold at B&Q, so local businesses will be able to use it in their displays, but it also looks fantastic on a larger scale in major retailers such as Marks and Spencer.”

Besides the revenue which ISIS will generate through sales and licensing, Randak has also gained valuable knowledge of how to take an idea from the design stage to manufacturing the actual product – in other words another vital intellectual asset for Randak.

The Success

After more than 30 years in business, the success of Randak speaks for itself. From early on in its life, the company recognised that to compete and even survive in such a knowledge-based industry would require successful management of its intellectual assets.

The development and production of ISIS marks another stage in the firm’s progress, and it was fundamental that the product was protected by the relevant patents, recorded know-how and trademark registration. Randak now has complete ownership of the solution and will be able to exploit its IA through licensing.

The firm’s experience in the field of IA has seen the culture of the company evolve over the years it has been in business. According to Charles Randak this has ‘led to a far higher level of understanding of how we are able to help clients manage their brands and the intellectual property attached to them.’

Randak has built a thriving business through successfully managing its IA, and with the world getting ever smaller, Charles Randak insists it is even more important to continue to do so.

He says: “No serious company, no matter how big or small, will be able to move without giving consideration to this area. The big boys know it already; they massage, grow and handle their intellectual assets very successfully.

“They are laying their plans for the next 10, even 20 years, and as the world shrinks the value of identifying and exploiting your intellectual property becomes even more significant.”

After more than 30 years in business, the success of Randak speaks for itself. From early on in its life, the company recognised that to compete and even survive in such a knowledge-based industry would require successful management of its intellectual assets.

The development and production of ISIS marks another stage in the firm’s progress, and it was fundamental that the product was protected by the relevant patents, recorded know-how and trademark registration. Randak now has complete ownership of the solution and will be able to exploit its IA through licensing.

The firm’s experience in the field of IA has seen the culture of the company evolve over the years it has been in business. According to Charles Randak this has ‘led to a far higher level of understanding of how we are able to help clients manage their brands and the intellectual property attached to them.’

Randak has built a thriving business through successfully managing its IA, and with the world getting ever smaller, Charles Randak insists it is even more important to continue to do so.

He says: “No serious company, no matter how big or small, will be able to move without giving consideration to this area. The big boys know it already; they massage, grow and handle their intellectual assets very successfully.

“They are laying their plans for the next 10, even 20 years, and as the world shrinks the value of identifying and exploiting your intellectual property becomes even more significant.”

http://randakdesign.com