BY AURELIA MITCHELL DURANT Globalization has become a reality for the planet. The very loose and fluid definition of globalization is summed in an often-quoted quote by former Secretary-General of...
Originally posted 2014-07-28 11:00:54.
By Diana Chan | amdlawgroup.com
Many brands that we know and easily recognize today have undergone re-branding campaigns by changing aspects of their logos and how they market to consumers. There are many reasons for re-branding, which include boosting sales and also revamping a company’s image.
Example 1. Starbucks.
When Starbucks released its new logo of the famous Siren, the company kept customers updated and informed about the design change through its blog and social media. Embracing the company’s history while evolving the iconic Siren created a successful re-branding for Starbucks.
Example 2. Old Spice
Taking advantage of social media, Old Spice created videos that went viral and generated millions of views, appealing to a younger generation of consumers.
Example 3. Apple
On the verge of bankruptcy in 1997, the company began to create products that that were innovative in design, reliable, and housed in sleek packaging. Apple’s logo also changed from the multi-colored apple to the simpler monochrome apple. Now, Apple is widely recognized and is a powerhouse when it comes to computers and other electronic devices.
Here are a few things to consider when deciding to re-brand your company’s image:
- Be clear about why you are re-branding..and don’t expect instantaneous results. If you are unsure of why you want to rebrand your company’s image or where your company is headed, the re-branding campaign may not be as effective as it could be. Come up with clear reasons for re-branding.
- It’s all about the consumer. How will customers react to your company’s re-branding campaign? Social media platforms are useful to get a sense of what your target consumer wants to see.
- Re-branding is a risk. Companies spend several million on re-branding campaigns…and some fail. Do your research and be sure to test out ideas before doing a full blown campaign on an idea that may not work.