Great Re-Branding can’t be done with just a new font, label or logo. There actually has to be a new idea there. There must be an offering of an old idea framed in a new way that we hadn’t thought of before that impacts us on an emotional level.
“New and Improved”, begs the question: HOW? What’s different and special now? The idea of Re-Branding came into full play when large companies began gobbling up others and they had to collect on the existing customer base and expand upon it.
Some super examples of Great Re-Branding are:
Old Spice: laughter
From: traditional Father’s day/Christmas gift of cologne ads on TV
To: Fun graphic marketing of body wash with their campaign that swept us all over to YouTube to the tune of over 3 million views. Even Grover got involved. http://youtu.be/zkd5dJIVjgM
Apple: need to belong
From: Nearly bankrupt computer producer used mostly by the graphic artist niche market
To: IPod IPhone giant using the youth market to their advantage.
Harley Davidson: elite membership
From: Near bankruptcy and an association with what was perceived to be a criminal element
To: A sexy edgy, highly merchandising standard of excellence recognized worldwide
I was zipping around on-line today and found the video posted below. Like the audience in the video I was duly shocked, amused and impressed at the innovation of the young man. There is nothing like a new perspective to perk you up and drive the imagination.
We all want to re-invent ourselves: A new look, hairdo, philosophy or lifestyle. Life often needs freshening up to re-ignite out passion.
If you’re a small business looking to “Re-Launch” because you now to see your true potential you must have an open mind, be willing to look at yourself in a whole new way, and trust your passion. Most importantly though, you must be willing to look at your customers in a whole new way and engage them in a way THEY never thought possible.
Provocateur du Jour:
Britain’s Got Talent 2011 Audition