Change wordings and emphasize emotions. All this can make the brand more customer-centric. There are also times where rebranding may actually be necessary. We rebrand to raise awareness of a company’s or product’s new identity. They famously changed just about everything in their logo – colour palette, imagery, and typography. Creative, we have helped guide multiple companies through a comprehensive rebranding process. Uber. Ultimately this all lead to …. Without a careful plan brand strategy, a well-managed process, and a strong marketing strategy covering all marketing channels, the rebrand can quickly go off the rails and impact your market share and business negatively. Marketing for a rebrand needs to reflect the company and its values. Staying ahead of the game in regards to developing new business trends means staying ahead of the competition. 10) Siemens. In fact, it’s fair to say that marketers planning a rebrand now find … Douglas College. <. Rebranding your organization is a clear signal of change, that you have new future-facing plans for bringing your products or services to the market. Badoo. Here are 5 great rebranding examples that demonstrate the powers of a successful identity redesign. The new look acts as a clean, simple stamp on the evolving brand. In 2016, Apple and Nike introduced the Apple Watch Nike+. 3. In the first stage of the rebranding process, Uber conducted a brand audit and good things about it is that you get accurate data on the perception of the brand, so that subsequent decisions are facilitated. If a company rebrand is tied to a new product, the product better be successful. As part of its rebrand, beauty brand Coty put its purpose “ to celebrate and liberate the diversity of beauty” front and center. From the internet to the showroom floor, there are so many opportunities to communicate your brand at events. The keys to a successful rebrand are: Understanding the sequence and priorities of certain activities. Proactive rebranding is when an organization identifies that there is an opportunity to grow, innovate, tap into new businesses or target customers, and to reconnect with its users. Pizza Hut 1) Coty. Vertical screens are already gaining a lot of eye-balls; today, mobile has become a significant part of everybody’s life. These acquisition and brand merger examples make it clear that to be successful and survive in the M&A industry, all parties need to be dedicated to strategic and long-term rebranding efforts. Building momentum along the way, so that the new brand takes the rightful place as an enabler for growth. Animal Planet. Gucci's temporary rebranding took haute couture back to school (Image credit: Gucci) The Italian fashion house Gucci’s temporary rebranding for its Fall Winter 2020 menswear collection was one of the most talked-about of the year. Of course, when done right, rebranding can be incredibly beneficial to companies. A product line extension is when an existing brand launches new products in a product category they already offer products within. During the COVID-19 pandemic in 2020, many companies were forced to change the way they did business dramatically. Uber. 1. Rebranding places is about how cities and rural areas re-brand and re- image themselves in an attempt to regenerate, often as a response to decline brought about by a changing economy. Rebranding. A rebrand is a major project-management undertaking that should not be underestimated. Dunkin’. Telkom a top-level telecommunications operator in Kenya had a successful rebrand. When done wrong, rebranding can, at best, go unnoticed and make no impact. Let’s look at 10 successful re branding case studies. Many urban areas have been negatively affected by de-industrialisation brought on by increasing levels of technology and foreign competition. Organic Tea Brand Reboots. Rebranding Places. Uber's Anti-Racism Billboard. A detailed Case study here. Petco. ... 2020 Blended Collective. In other words, a co-branding strategy will introduce a new product or service to the market. It is customary for a company to go through a rebranding. The Story: In the early 2000s, Old Spice was suffering from low sales, low consumer interest, and tons of competition. Their universal message required a universal and fun logo that transcends all platforms. AirBnB is a prime example of a complete visual rebrand. If you created the company in your mom’s basement in your pajamas at 2 a.m., there’s no shame. US Open. The announcement was used to highlight the company's rebranding efforts — the pet store, which is over 50 years old, was officially rebranding itself as a health and wellness company for pets. Rebuild your identity while staying familiar. Financially and socially, the above examples of brand repositioning strategy bore fruit. Also include the voice you use in your blog posts, e-mails, videos, and phone scripts to keep all of your messaging on target. No detail is too small here! However, rebranding does not just involve revamped names and logos. The goal of rebranding is to develop a fresh and distinguished brand in the minds of consumers, prospects, competitors, employees, and the general public. mission, vision, values) In conclusion, while rebranding your business gives you more opportunity, there may be risks involved. Rebranding is fundamentally the inward process of recreating the way that a business expresses its identity to the world. Meaning of Line Extension. Rebranding is the practice of changing an organization’s image, including its name, logo, signage, marketing materials and product lines. Best Rebrands. It’s often done to make an organization seem more contemporary or competitive. The 6 Best Co-Branding Examples We've Ever Seen. A successful rebranding should be undertaken with the purpose of changing the emotional and mental associations and connection consumers have with an organization across every interaction, experience and communication. When done correctly, a rebranding effort can help your business realign with your target audience, embrace a new direction, build consumer buy-in and drive sales. IHOP, or The International House of Pancakes, shocked the world when it announced a rebrand and shift to a new primary product: burgers. In today’s reading: The Pros and Cons of Rebranding; Rebranding Examples: How to Successfully Present the New Identity; 1. Nike & Apple. For a 170-year-old brand, maintaining relevance is always a challenge. Best Rebrands. 21 min read. That is why you need to know your customer base and watch them closely as they evolve so you can accommodate their … You never know what detail about your brand is going to give the designers a creative spark. It needs to catch the imagination of the consumer. (with Examples) Rebranding is when your business rethinks its marketing strategy with a new name, logo, or design; the goal is to create a unique, distinct identity in the eyes of consumers and other stakeholders. Be as meticulous as you can be. Bestselling Beverage Rebranding. For Douglas College’s university rebranding, they decided to become a bit more ‘active’ in a manner of speaking. Rebranding is the act of changing an organization’s name, logo, colors, or other structural parts of the brand identity to move away from undesirable feelings and brand associations, and allow for new perceptions to form. Restoring Trust and Reputation Due to rampant misinformation this year, brands are faced with picking up the pieces of damaged reputations — and some are actually doing something about it. 4) Think about what parts of your business need to stay stable and what needs to change. If you work in photography, design, video, web, or UX, then Adobe’s Creative Cloud is nothing new... GoDaddy. 2020 will be all about increasing mobile user interaction. 1. The coronavirus pandemic forced many companies to pivot and make significant adjustments to how they do business. A successful rebrand must reimagine everything there is to improve about the company. The company then decided to reach younger target groups by appointing young and handsome celebrity role models as the new face of the brand. Fashion influencers have been enthralled by Gucci’s transformation from glossy and seductive to quirky and activist (and just as bold!). 1. Old Spice With the rebrand of Oil Libya which came at the appropriate time, this was considered successful as the rebrand captures the essence of the company as a modern energy firm in Kenya and Africa. But don’t let that keep you from taking action. 7. The issue was the stigma of being associated with older men. In October 2020, Petco released an announcement declaring it would no longer sell electronic "shock" collars. Pin. All rebrands (even the “fast” ones) take time. ... Dunkin’, and Unilever are some recent examples. 10 Common Rebranding Mistakes to Avoid. Photos courtesy of the individual members. Rebranding is a marketing strategy implemented by brands that involve changing a brand’s logo, name, design, image, concept, or combination of these elements to develop a new differentiated identity in the minds of consumers. Rebranding one of the world’s biggest companies is a project that many a design or branding agency would love to take on. Agency: Workroom With incessant changes in consumer behaviour over time, at the end of the day, the process of rebranding becomes an act of selling a bundle of new ideas to consumers. The connotations associated with a brand also change with time as it forays into new areas. US Open. Taking the Next Step Quoted in the case study, Mike Jackson, a former vice president of General Motors North America, highlights the need for companies to move beyond apologies for past insensitivity. The aim is to make the new image more attractive to consumers. Redesign Your Logo. Brand extensions is a great marketing strategy for companies to become more innovative. In fact, in addition to changing their logo, they also decided to emphasize a simple action: “Do.”. An ideal rebrand success story! The marketing trend boosts business and engages the consumer. This may have meant rebranding products, offerings, marketing, or processes. In a massive visual overhaul, branding agency Workroom chose the butterfly as its … Colin Finkle, the author of this post, has walked many companies through the challenging process of rebranding. It’s often done to make an organization seem more contemporary or competitive. So the rebranding was a success, but it was still a big risk. Rebrand. Animal Planet is loved world over for bringing people close to the wonders of the animal kingdom. The Standard Wax Rebranding is a Back to Basics Return to Nature. ‘The Ruby Mills Ltd’ aka ‘Ruby’, rebranded in collaboration with Elephant Design, is a perfect example to follow. 8. As Durex reposition their brand to become more sex-positive and inclusive, the logo got a much-needed refresher. Sustainability is one of the top rebranding trends for 2020, with big names like Clorox and Pottery Barn focusing on environmental initiatives this year. Akinade Eniolabi. As with the previous design, its icon is based on the ‘nave’: a historical boat symbol. Santander. His revolutionary rebranding, possibly the best example on this list, worked, and, as of 2020, Apple is the most valuable company in the world. Share with this hashtag to alert us: #2020REBRAND100 or #2020RB100. 5-Step Process to a Successful Rebrand. Energizer. The Best Rebrands of 2020 Adobe Creative Cloud. Tapping into new markets. Orange Rebrands To Telkom. Check out these success stories and the key take-aways: Example 1: Netflix. At S.O. Manage the rebrand carefully. 5. What is Rebranding? 2. 4. Hopefully, these rebrand examples inspire your creative approach to your digital brand. 1. 6) Plan the redesign for stability and change/agility. The concept of your brand is oftentimes out of your hands. <. 3 Successful Rebranding Strategy Examples to Model From. Every year, new trends and technologies emerge making event branding more exciting—and 2020 is no exception. A rebrand is an acknowledgement that the existing branding is outdated, old, no longer effective or relevant, or that the organisation is heading in a different direction driven by a new strategy. Today it competes for that spot with Apple. Dunkin’. The new logo is as chic as you'd expect from a city like Paris. Pin. The “double-lemon” symbol was added over the I … Here are two examples of successful rebranding efforts. For example, Microsoft renamed its search engine from "Bing" to "Microsoft Bing" in 2020, making it clear that the search engine belonged to the Microsoft group. This unmatched 2020 REBRAND 100® Global Awards showcase of brand transformation case studies, brand sound, and brand change concept videos reveals the power of brands as key assets of businesses and organizations around the world. Walmart is the perfect case study on how ruthless competitiveness can pay off. But it’s also one of the best rebranding examples. They have always had a problem when it comes to environmental damage. Until recently, it was accepted that Walmart causes a lot of damage to the natural world, especially water sources. Dunkin’ is an example of successful rebranding because it modernizes the experience for customers while staying true to its heritage. SoftBank-Backed Edtech Unicorn Eruditus Trims Workforce; Lays Off 40 Employees. Co-branding is the strategy that strives to capture the synergism of combining two well-known brands into a third, unique branded product ( Rao and Ruekert, 1994 ). 1) Coty by Workroom. Definition of Co-Branding. 6 Steps to Successful Rebranding #1. At the end of 2015, the total equity for Alphabet Inc was about 120 billion dollars. At the same time, they adjusted the product logo to better fit Microsoft's corporate design. Like just about everything in 2020, the world of rebranding underwent major changes over the past year. A rebrand is often a complex and lengthy endeavor. ... Another successful example is the retailer Target. This rebranding example was quiet, so it was not explicitly communicated by Microsoft. 9.MOBILE FIRST. Embracing change, expanding your market and focusing on innovation can certainly do wonders for your brand. 7) Test with your customer base. Durex. Uber. 7. Burberry wanted to change that and rebranded to create a new image without abandoning their roots. Badoo. 6. Based on years of experience helping organizations to use rebranding to accelerate their growth, we’ve learned that companies often underestimate the change that will be needed to deliver that new brand proposition. London-based Havas replaced the clinical-looking capsule logo of the last few years with a clean, casual, single-line logo. 3. It helps brands attract new audiences, stay relevant, stand out among competitors, and improve brand awareness. When Garnet Health’s management decided to rename what was then called New York Greater Hudson Valley Health System, the goal was to bring all eleven of its locations under the same core message of excellence. The rebrand carries through from inside the store to the outside world, including a logo redesign, packaging designs, store remodels, and brand messaging on all advertising and marketing channels. Communicating clearly to stakeholders. After all, a rebrand is more than simply changing a logo or adopting a buttoned-down voice – although these may be facets of the process. Business Strategy, Social Media. https://designshack.net/articles/inspiration/rebranding-examples Rebranding is like the shedding of old skin in lieu of a new, improved and relevant one.
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