The company initially wanted to find a way to proceed with the name but then decided to stop has the realized the change would ultimately be more harmful to their brand image. Putting others' needs ahead of your own. Giving without the expectation of anything in return. I believe businesses can be a force for good and felt Seva represented that.
It may be the most impactful touchpoint in your marketing arsenal because customers can develop an emotional bond with it. In a study , researchers found a positive correlation between liking towards taste and packaging.
Many feel excited and pleased with items having elegant and beautiful packaging. When the shelf is stuffed with many similar products from different brands, eye-catching package can be crucial for a purchase decision. If you forget to consider what customers feel about your current product packaging and change everything at once, you may create confusion.
They may not recognize your product with new packaging and eventually switch to your competitors to get what they want. In , Tropicana decided to rebrand all elements of its well-known orange juice.
Its rebranding strategy included simpler packaging for the product, logo design, and a new color pallet. Tropicana invested 35 million dollars in an advertising campaign to promote the new packaging. Source: The Branding Journal. They complained the new packaging looked too much like a cheap imitation or a generic store brand—not the product they regularly bought.
It eventually had to restore the original version of the packaging. Neil Campbell , president at Tropicana North America in Chicago, explained their rebranding failure:. Those consumers are very important to us, so we responded. In theory, it can be a good marketing stunt. This is more likely to happen if your new brand is totally different from your current market position. No one may believe your rebrand, which potentially also makes you lose their trust.
Some rebrands fall short because they fail to present a unified brand experience , thus depleting brand equity. Others fail less publicly, in the form of blown budgets, project fatigue, and a lack of internal buy-in to the new brand.
In all cases, rebrand failures have deleterious effects. Sometimes it just takes an organization too long to transition the brand. Sometimes this is due to a lack of focus. But when it takes an organization too long to fully transition branded assets, the result is brand fragmentation and customer confusion. Successful rebranding implementation requires careful strategizing, planning, and project oversight.
A lack of foresight or control can result in a project that goes way over budget. Some rebrands that should be considered failures manage to limp across the finish line without much undue external or budgetary harm. But if the process of getting there was overly disorganized and chaotic, then the rebrand is a failure of a different sort.
The result will almost certainly be project fatigue, depressed morale, and a lack of employee buy-in around the new brand. There are many reasons that rebrands are not successful. Following are the top four reasons rebrands fail — and what you can do to ensure that you set your rebrand up for success. During the discovery phase of your rebranding project, your leadership team must agree on a high-level rebrand implementation strategy and peg it to a target timeline and budget.
What happens right after that is critical. Where will the money for the rebrand live? Will the entire budget be put in a special cost center from which your entire team can draw? Will it be pulled from separate departmental accounts and somehow reconciled?
Do this instead: Work with your internal team, your brand strategy agency, and BrandActive to put together a set of guiding principles to ground the implementation strategy.
So while you may think some of these were a success, the majority of people would say otherwise. Here are 7 brands who failed at rebranding themselves and what they did wrong. Tropicana is a well-known brand popular for their straw sticking out of an orange. But in Jan , the company decided they needed an image makeover——a full rebrand. The actual orange became less obvious as its only reference was moved to the cap of the juice container.
And rather than show the usual outside of an orange, Tropicana decided to show the actual product, a clear glass full of orange juice. All at once, they had changed their logo, packaging, message, and typography. Many reported that the new packaging looked like a generic or store brand, not the premium product Tropicana advertises to be.
So what went wrong? For one, the drastic rebrand made them unrecognizable. Secondly, they underestimated the emotional connection their customers already had to their original brand. And third, in an attempt to look modern, they made themselves look cheap. Most people have a hard time understanding why Pepsi spent a million dollars for their existing logo to simply be tweaked. The only change was that the wave going through the middle of the logo became more of a swoop.
So why pay a million dollars?
0コメント