Rebranding…and branding Oopsy-daisy

Rebranding What is rebranding? Change the corporate image of a company or an organization Change the perception without changing the business An evolutionary process Eveolutionary process- make take several years—changing the picture of a brand is simply putting some fancy, frillly new duds on the same, tired ugly body

Why would a company rebrand? Altering people’s perception Gain new customers Changing the promise you deliver Reposition your company so its aligned with who you are now Communicate different/important or new evolutions of your business Merging

Successful Re-branding Burberry Years ago was at risk of being dismissed Frumpy and overextended Gangwear Two pubs in England banned anyone wearing the label New leadership and a new line

Successful Re-branding McDonald’s Unhealthy Super Size Me Rebranded: Salads, healthy meals, lower priced menu options New Slogan “I’m lovin it” by Justin Timberlake

GAP Re-branding During the busy Christmas period of 2010, Gap launched a new logo design and rebranded their company to suit.  Consumers went online in disgust about the new logo  Gap performed possibly one of the fastest branding turnarounds of all time when they reverted to their original design, just six days after putting their new logo out into the public.  The Gap rebrand was estimated to have cost them $100 million, not the price tag you’d expect for something that could’ve been cobbled together using WordArt.

BP In the year 2000 they replaced a strong logo that had been with their company for 70 or so years and replaced it with their current logo design, the “Helios” – Greek name of the Greek sun god symbolise and represent the company’s green growth strategy by taking on the form of a sun On April the 20th 2010, BP were responsible for what is considered the largest marine oil spill in the history of the petroleum industry. The cost of the “Helios logo design” and it’s rollout was rumoured to be $211,000,000. The company spends up to $125 million annually on improving their brand and marketing.

Tropicana The orange was gone, it turned into a visual reflection of the liquid inside the container.  The sales figures came out to reveal sales of the Tropicana Pure Premium line had plummeted by a whopping 20% While there are no exact costs for the actual redesign and rebranding of Tropicana, it is estimated the move cost Tropicana around $137 million in sales between January 1st and February 22nd.

Branding Mistakes oopsy

Branding Mistakes Stay relevant Lack of branding strategy Lack of consistency No logo or images Failure to keep your target market as the focus Copying someone else’s brand Failure to deliver on a promise 1. Important to keep up your image and marketing material 2. A strategy allows you to identify your marketing, your message and how you are going to get it across 3. Failing to present consistency leaves a consumer confused about who you are and what you are offering. 4. A picture is worth a thousand words 5. Focus on what your target market wants, not what you think they want 6. If you make a promise on a tagline you must be meeting your customer’s expectations

Branding Mistakes Failure to check the basics Schweppes Tonic water translates to toilet water in Italian Global Marketing Blunders