Tag Archives: Rebranding

Rebranding Causes Mixed Feelings. Is It Worth It?

To rebrand or not to rebrand? Yes, people do love change. But rebranding can be a hit or a miss. You had better have an excellent reason for trying to change the look while keeping the same business. Putting a new spin on things can be exciting, but know that customers need to get it right away and that they expect something fabulous from you. A logo change might get your customers’ attention but not their approval.

Now we ask, why did a well-known, appreciated brand put its substantial and age-old brand equity at risk after more than a half century? We refer to Yves Saint Laurent, which has recently rebranded its ready-to-wear collection as Saint Laurent Paris.

These are just some of the comments that unhappy customers have left on Yves Saint Laurent’s Facebook page:

  • This is so stupid. Why would you change such an iconic name?
  • don ‘t like it…
  • I like the design but unfortunately this does not represent YSL to me anymore. this is another story. it’s a shame 😦
  • now it sounds like a chocolate brand
  • YSL was much better.
  • Such a shame for an iconic logo to be rid of. Yves saint laurent himself created a legacy and in utter respect to him after his passing and what he has created the least they could have done is leave it a YSL
  • No no no

Most customers seem to be relieved that the brand is still formally Yves Saint Laurent and that the title change will apply only to the ready-to-wear collection.

So why did Yves Saint Laurent undergo this change? Take a look: http://stocklogos.com/topic/yves-saint-laurent-drops-rebranding-ball. For a fresh and modern look? Hmmm … I personally am not convinced. What about you?

Author: Marina Kaljaj

Rebranding – yes or no?

The value of branding is tremendous. A brand is a competitive edge that you can offer, something that is yours, and no one can copy. Your branding might have a collection of positive feelings, and seems to all be set in terms of customers’ perception of quality, image, lifestyle and status. So why rebrand?

Why fix something that isn’t broken? You could look at it that way, or you could think of rebranding from a positive perspective.

Reasons for rebranding are various:

  • Business expansion
  • Location change
  • Customer base change
  • Outdated look
  • Competition
  • Negative perception
  • New mission

We all know that brand is a powerful association between a company and their customer. When done right, rebranding can build up the relationship between a company and their customers — at the same time helping the company develop.

Things to consider when rebranding:

  • Listen to what your customers have to say
  • Understand your weak point
  • Clarify your new marketing strategy

You should have a valid reason for rebranding. Not all rebrands are successful. Do you remember, Tropicana for example? The newly designed packaging was on the market for about two months. Not only have they gained customer disappointment, but lost lots of money. What went wrong? Customers didn’t like the new design, thinking it was orange juice’s generic brand. How about the Gap logo change fiasco? Gap tried to introduce a new logo design and people hated it. Lesson learned here: product positioning should be changed before you go ahead and apply changes to the logo and other visual aspects of the brand. AOL wanted to represent themselves as a new media company by getting rid of the classic triangle logo for a random image of a fish. How do you explain that change to the audience — who saw this as a pathetic attempt to get hip?

The bottom line is, have a valid reason if considering rebranding, and do it well.

Do you have a rebranding failure story to share? Maybe we can all learn from other people mistakes.

Author: Marina Kaljaj

Does Pringles Need Re-branding?

What is a brand? A brand is a compilation of emotional and psychological attributes that solidly persuade purchase. Strong brands bring forth thoughts, emotions, and sometimes physiological responses from customers. A brand’s value lives inside consumers’ minds and helps them recognize products/services that guarantee specific benefits: performance, quality, price, status, purpose, etc. With that said, does Pringles need rebranding?

Pringles was sold to Diamond Foods recently, and according to brand and marketing gurus, it needs a complete image overhaul. “You can be polite and call it a classic brand, but the consumer sees Pringles as being old,” says Robert Passikoff, founder of the Brand Keys consulting firm. Consumer perception of Pringles has been flat for five years, according to its brand index gathered from consumer surveys.

What should Pringles’s new positioning be? Maybe . . . the fact that Pringles are not potato chips. They don’t include enough potatoes to legally qualify as potato chips or any kind of potato snack because they’re just 42% potatoes—not enough to be called a potato anything.

According to the USA Today article linked to below, marketing experts have the following suggestions for re-branding Pringles:

•Think entertainment.
•Fix the recipe.
•Add functional benefits.
•Tweak social media.
•Extend the brand.
•Update the marketing.
•Improve the texture.
•Kill the character.

With a possible new, fresh, and “2011” look, will Pringles tempt you, or will you choose Kettle chips? Let’s see!

Author: Marina Kaljaj

How to reinvent your brand?

The challenges of the past few years have influenced many brands to make changes themselves. Smart move, as avoiding the much-needed change because of fear or laziness, could add to brands’ disaster.

Of course, change is always a risk; but aren’t many other things we go through in our lives also considered a risk? Moving to another city, choosing a career, finding a partner…rebranding falls just about in the same category.

If you really want to change your brand, make sure that you have a concept and strategy behind it, not to mention a reason, which could fall under:

  • Your values have changed.
  • You have a crisis.
  • You are the leader but you look like the underdog.
  • You’re looking old, not classic.

There are few steps a company should follow when considering re-branding:

  • Ban “design by committee.”
  • Do smart research.
  • Test new designs against new positioning.
  • Make sure that your product is good.
  • Anticipate roadblocks that can derail the process and deal with them ahead of time.
  • Measure success by measuring brand relevance and sales.

For more detailed explanation refer to the link below.

http://adage.com/cmostrategy/article?article_id=148760

Author: Marina Kaljaj