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BAM 620: Presentation REV2

Rebranding
by

Levi Wade

on 19 October 2015

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Transcript of BAM 620: Presentation REV2

REBUILD
YOUR
BRAND

!
Use the
elements
to create
your own
layout
Positive Outcomes
Kevin Courtois, Tom Glimmerveen, Trevor Hudson, Philip Reese, Levi Wade
What is a Brand? Rebrand?
Types of Rebranding
Why Rebrand?
Rebranding Strategies
Outcomes of Rebranding
Agenda
What is a Brand?
Creating a new name, term, symbol, design, or combination thereof to differentiate identity
What is Rebranding?
External or Internal Factors
Repositioning
Types of Rebranding
Organizational Rebranding




Product Rebranding



A name, term, design or other feature that differentiates a seller's products
Differentiation
Tangible and Intangible Factors
Verbal, Visual, and Emotional
Why Rebrand
External Drivers
Audience and competitors
Need for New Position
Moving to a new culture
Brand is forgettable
Bad Reputation
Environmental Factors
Internal Drivers
Change in Ownership or Structure
When companies merge
Remain relevant
Name change
Revitalize the brand
Simplify your message
Create an Integrated system
Internal team lacks clarity
Attract Talent
Positioning

Identify the business reason

Research:
Company
Target Market
Competitors
Cobranding or Brand Licensing
Negative Outcomes
Compromise of Brand Equity
Lost Connection with Roots
Recklessness in Changing Focus
Customer Perceived Insincerity
"The branding equivalent of a Dad-joke"
"If you're going to rebrand, it should communicate a strategy. Now you'll just say 'The old Comcast guys [screwed] up my cable'"
"One sign of poor branding is how many ways there are to misspell what you're looking for."
"This new packaging feels, at best, like a discount store brand with what looks like stock photography."
Schulton Co. began selling soap in 1934
In 1937 they created a fragrance called Old Spice
Old Spice became synonymous with US GIs during WWII
Procter and Gamble purchased Old Spice in 1990
At that time Old Spice was synonymous with grandparents
Reaction to Environment
Brand Repositioning
Improve Tarnished Brand Image
Summary
What is a Brand? Rebrand?
Types of Rebranding
Why Rebrand?
Rebranding Strategies
Outcomes of Rebranding
Questions?
References
Appendices

SS Cars Limited
European Car Manufacturer Founded in 1935
Specialized in sports cars until 1940
Rebranded in 1945
Rebranding - Reacting to Environment
Rebranding - Some Examples
Rebranding - Domestic to International
Rebranding - Expanding Your Market
Beer sold in China for $44 a bottle
Served in a Champagne flute
No its not Miller High Life
Why Was This a Success?
BAM 620: Strategic Marketing
P&G Planned for 3-5% Growth
Actually experienced 38% Growth
#1 Brand Channel on YouTube
3,000% Increase in Twitter Audience
300% Increase in oldspice.com Traffic
Teamed with Wieden & Kennedy Advertising Agency
Identified:
Younger men saw Old Spice as Elderly
Women made body wash purchases
Asked:
How do we appeal to younger generation?
How do we get ladies to buy Old Spice?
Delivered Swagger and The Man Your Man Could Smell Like
1937
1990
2008
2010
Today
DEVELOPING A STRATEGY
8. Neilly, T. (n.d.). Old Spice - The History. Retrieved from tomneilly.com: http://tomneilly.com/OldSpiceWebsite/OldSpiceHistory.html

9. O'Neill, M. (n.d.). How Old Spice Swaggerized Their Brand and Men Everywhere. Retrieved from adweek.com: http://www.adweek.com/socialtimes/how-old-spice-swaggerized-their-brand-and-men-everywhere/19047

10. Reuters. (n.d.). Wal-Mart Boots 'Always Low Prices' Slogan. Retrieved from USA Today: http://usatoday30.usatoday.com/money/industries/retail/2007-09-12-walmart-slogan_N.htm

11. RT. (n.d.). Brand Suicide: Companies Sharing Names with ISIS Forced to Rebrand. Retrieved from RT.com: http://on.rt.com/au1zl6

12. Shandrow, K. (n.d.). The 8 Must-Follow Rules for Rebranding Your Company. Retrieved from Entrepreneur.com: http://www.entrepreneur.com/article/237296

13. The Swallow Coachbuilding Company. (n.d.). Retrieved from Doretti.co.uk: http://www.doretti.co.uk/page4.htm

14. Top 10 Worst Corporate Name Changes. (n.d.). Retrieved from Time.com: http://content.time.com/time/specials/packages/article/0,28804,1914815_1914808_1914804,00.html

15. Top 20 Mistakes When Rebranding. (n.d.). Retrieved from rebrand.com: http://www.rebrand.com/stuff/contentmgr/files/8132c23e437cbdad2e5f4206e9f782c8/miscdocs/top_20_rebrand_mistakes.pdf
1. Allison, I. (n.d.). Isis Rebranding: Unfortunate Firms to Change Name. Retrieved from International Business Times: http://www.ibtimes.co.uk/isis-rebranding-unfortunate-firms-forced-change-name-1467008

2. Berner, R. (n.d.). Old Spice's Extreme Makeover. Retrieved from Bloomberg Business: http://www.bloomberg.com/bw/stories/2004-10-31/old-spices-extreme-makeover
3. Frederiksen, L. (n.d.). Rebranding Strategies. Retrieved from HingeMarketing.com: http://www.hingemarketing.com/blog/story/rebranding_strategies_a_step_by_step_approach_for_professional_services

4. From Swallow Sidecars to the Jaguar XJ. (n.d.). Retrieved from Unique Cars and Parts USA: http://uniquecarsandparts.com/history_swallow_sidecars.htm

5. Gibson, M. (n.d.). Pabst Blue Ribbon is Classy and Expensive in China. Retrieved from Time.com: http://newsfeed.time.com/2010/07/21/pabst-blue-ribbon-is-classy-and-expensive-in-china/

6. How to Rebrand: 19 Questions to Ask Before You Start. (n.d.). Retrieved from DBD International: http://www.risingabovethenoise.com/how-to-rebrand-19-questions-ask-before-you-start/

7. Kiley, D. (n.d.). Walmart Is Out to Change Its Story with New Ads. Retrieved from Bloomberg Business: http://www.businessweek.com/the_thread/brandnewday/archives/2007/09/walmart_is_out.html
16. W+K Old Spice Case Study. (n.d.). Retrieved from Adweek.com: http://www.adweek.com/video/wk-old-spice-case-study-120605

17. Worsham, S. (n.d.). How P&G Designed Success with the Old Spice Guy Campaign. Retrieved from Sazbean.com: http://sazbean.com/2010/11/17/how-pg-designed-success-with-the-old-spice-guy-campaign/

18. "What Is Repositioning?" Web. 5 Apr. 2015. <http://www.segmentationstudyguide.com/understanding-repositioning/repositioning/>.

19. "Branding and Rebranding." Altitude Marketing. Web. 5 Apr. 2015. <http://altitudemarketing.com/services/branding-rebranding/>.

20. Muzellec, L. and Lambkin, M. C. 2006. Corporate Rebranding: the art of destroying, transferring and recreating brand equity?. European Journal Of Marketing, 40, 7/8, pp803-824

21. "What Is Repositioning? Definition and Meaning." BusinessDictionary.com. Web. 5 Apr. 2015. <http://www.businessdictionary.com/definition/repositioning.html>.

22. "Brand Marketing | What Is Brand Marketing?" Marketing-Schools.org. Web. 5 Apr. 2015. <http://www.marketing-schools.org/types-of-marketing/brand-marketing.html>.

23. "Eight Major Failures of the Tropicana Redesign." - Astuteo™. Web. 5 Apr. 2015. <https://www.astuteo.com/articles/tropicana-redesign/>.
Definitions
Agenda
Why Rebrand?
Strategies
Outcomes
5 April 2015
24. "Tropicana, Pepsi Overhaul Packaging." Tropicana, Pepsi Overhaul Packaging. Web. 5 Apr. 2015. <http://www.seriouseats.com/2009/01/tropicana-cartons-pepsi-cans-overhaul-packaging-redesign.html>.

25. "Radio Shack Rebranding: Why? Why!?" TechCrunch. Web. 5 Apr. 2015. <http://techcrunch.com/2009/08/03/radio-shack-rebranding-why-why/>.

26. Bhasin, Kim. "RadioShack To Keep Name Because 'Not Many People Hate Us'" The Huffington Post. TheHuffingtonPost.com. Web. 5 Apr. 2015. <http://www.huffingtonpost.com/2013/12/02/radioshack-name_n_4373533.html>.

27. "A Slimmed-Down RadioShack Exits Bankruptcy Court." Time. Time. Web. 5 Apr. 2015. <http://time.com/3766117/radioshack-exits-bankruptcy-court/>.

28. Taylor, Chris. "Qwikster From Netflix: The Worst Product Launch Since New Coke? [OPINION]." Web. 5 Apr. 2015. <http://mashable.com/2011/09/19/qwikster-netflix-fail/>.

29. "The Post: An Explanation and Some Reflections." Netflix US & Canada Blog. Web. 5 Apr. 2015. <http://blog.netflix.com/2011/09/explanation-and-some-reflections.html>.

30.Gregory, Sean. "Comcast's New Name: Rated X?" Time. Time Inc., 7 Feb. 2010. Web. 5 Apr. 2015. <http://content.time.com/time/business/article/0,8599,1960553,00.html>.
31. "Strategies for Successful Rebranding - WebPR™." WebPR. 6 Mar. 2015. Web. 5 Apr. 2015. <http://webpr.com/strategies-for-successful-rebranding/>.

32. "The Pros and Cons of Rebranding Your Business." Webnovation. Web. 5 Apr. 2015. <http://www.webnovation.com.au/index.php/2012/12/the-pros-and-cons-of-rebranding-your-business/>.
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