Tank runs with the strapline "bulletproof branding" claiming it will deliver branding that lasts to its clients, via its research-heavy offering.
At every stage of the branding process, from brand auditing, pre-testing and de-briefing, Tank says it will "get to the heart of a company's brand" to find out what works best for it.
The company is in the process of signing its first two clients, which will be announced next week. Tank's goal is to attract FTSE-100 companies that have strong brands but know little about branding.
The joint venture will be run by SPA chairman Jon Priest and Heavenly managing director Richard Sunderland.
Priest said: "We provide a completely integrated approach to brand development which goes back to the orthodox, talk-your-language marketing approach.
"A lot of brand solutions for clients don't last very long. There are companies which have gone through relaunches and repositionings every 18 months, which is expensive and confusing for consumers."
London-based SPA was founded in 1994 and counts Nestle, Disney, Channel 4, BBC, Emap and EMI among its clients.
Heavenly is a
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