At one point or another, there comes a time when company executives will embark on a rebranding initiative. Reasons why companies go through a rebranding include:
- To gain a competitive advantage
- Stimulate growth
- Increase market expansion
- Integrate a merger and acquisition
- Introduce new product lines
- Reposition portfolios
- Overcome negative publicity
- Communicate new management
All companies evolve or have a need to evolve — and often — as there is a need to continuously stay relevant within target audiences or risk being left behind.
Rebranding a company’s core statements, messaging, architecture, identity and other components presents many challenges and can come in varying degrees of difficulty. By looking at some successful and unsuccessful rebranding initiatives, we can learn the value rebranding offers as well as how off-strategy rebranding can negatively impact a business in a major way.
This presentation profiles the rebranding efforts of such brands as apple, GE, FedEx, J.Crew, Havaianas, Qwikster and Tropicana.
Do you have other examples of rebranding success stories or failures? Please share.
RiechesBaird has worked with many clients across many industry verticals on rebranding and branding efforts. Give us a shout if your company is looking to rebrand.
Tune in to this recent radio show for other insights on rebranding: Renaming an Established, Successful Corporate Brand
