Skip to main content

Side Click: When rebranding takes a U-turn

Successful rebranding involves restoring a brand’s overall goal, message and culture – not just a logo or name change. It means connecting with consumers. But do all rebranding exercises bring the desired results? Or can they go horribly wrong?

Branding and rebranding can be a very tricky business. Brands distinguish a company for who they are and convey value to customers. But when a brand’s value proposition, personality and values no longer align with their vision, function and purpose; it prompts a marketing message realignment or rebranding.

A successful rebranding can refresh, renew and improve customer’s sentiments towards the company. But rebranding can also become a costly affair if it fails to re-build that all-important emotional connection with customers. Some implications of unsuccessful rebranding include:
  • High level of expenditure
Rebranding burns up a great deal of money and energy. And reversing an unsuccessful rebranding cost even more. In 2010, Gap attempted to change their 20 year old logo as part of their rebranding efforts, with unexpected results. Online users vocally demanded the return of the old logo, which Gap had to reintroduce within six days of the new logo’s launch . The attempt at rebranding reportedly cost USD100 million.
  • Unexpected results
Rebranding is notoriously hard to pull off – especially when a brand commands a strong foothold in the market and has years of recognition to its name. Consumers might refuse to accept a new concept or changes to the logo due to the absence of that long term emotional connection. For instance, Airbnb – a US-based online booking hub for accommodation worldwide – introduced a new logo as part of their rebranding campaign in July 2014. The new logo – known as Belo – was a simple icon for ease of recognition. However, the logo’s similarity to several other businesses like Automation Mobile led to a lot of criticism. In spite of consumers’ displeasure, the new logo remains in use.
  • Dent in rebranded brand
Careless rebranding can be very damaging to a brand. One of the greatest rebranding debacles was when Tropicana redesigned its Pure Premium beverage line in 2009. Their new Pure Premium beverage line led to a 20% plunge in sales post rebranding! Dollar sales further dropped 19% which means an estimated USD33 million to USD137 million loss between January 1 to February 22 in 2009.

The history of rebranding is littered with more failures than successes, not to mention plenty of episodes of under-performing “rebranded brands” that fail to justify the costs of rebranding.

The moral of the story seems to be that iconic brands are deeply emotional entities. And rebranding risks cracking this delicate Humpty Dumpty. It should be undertaken only as a last resort.

Comments

Popular posts from this blog

The ultimate precious cargo – Human organs

The transportation of human organs – especially a donor’s heart – is usually done by packing it in ice inside a cooler box and getting it to the hospital as quickly as possible. Transporters have to race against time. The heart is only viable and capable of being transplanted between 4 and 6 hours after death. But a lot can go wrong during such journeys – traffic jams, bad weather or mechanical difficulties can cause delays. In addition, a heart can be damaged if it is warmed up at the end of surgery; meaning it cannot be “tested” until the transplant operation is complete. The introduction of a new heart-preservation system is set to change all that. Manufactured by Transmedics Inc. in Massachusetts, it is specifically designed to pump oxygenated donor blood and keep the heart in “a warm, beating and functioning physiological state outside of the body”. Moreover, the heart can be monitored to keep beating for up to 12 hours. Should trials of this new system be successf...

Germany: The Eurozone’s economic powerhouse

Germany is the fourth largest global economy today. Its exports amounted to EUR107 billion in March 2015 – an all-time high since the 1950’s. Despite being the only European nation with a strong manufacturing base and rising employment rate, will Germany succeed to drive Eurozone’s stagnant economy? And what lessons does Germany’s economic success hold for the rest of the world? Germany’s resurgence With the second lowest unemployment rate in the European Union (EU) at 5.3 per cent, Germany’s economy has survived many setbacks. The economic success dates back to the Industrial Revolution due to the early adoption of coal production and rail transportation. Moreover, the fall of the Berlin Wall – the reunification of West and East Germany – and the expansion of the EU created huge market opportunities for Germany. Often regarded as the ‘Sick man of Europe’, Germany had almost lost hope of returning to rapid economic growth, undergoing recessions in 2003 and a dismal 1.2 p...

Spire shares business advice to start-ups on Indonesian market entry

On 17 July, Spire participated as a market advisor at the National University of Singapore (NUS) Market Validation Program in Jakarta, Indonesia. Jeffrey Bahar, Deputy Chief Executive Officer, Spire Research and Consulting Group held sessions with Singaporean companies planning to expand their business into Indonesia. Jeffrey pointed out the utility of high-tech approaches for start-ups entering Indonesia, such as online advertising, usage of the Internet of things (IoT), data analytics and even Artificial Intelligence (AI). These approaches enable starts-ups to bypass mature importer-principal relationships that may be hard to overcome through conventional means. He also shared with individual companies his thoughts on developing customized strategies for Indonesian market entry. Get more information :  https://www.spireresearch.com/newsroom/events/spire-shares-business-advice-to-start-ups-on-indonesian-market-entry/

Asia-Pacific nations poised to sign the world’s largest multi-lateral trade agreement, RCEP, in 2020

After six years of negotiations, more than a dozen countries in the Asia-Pacific are poised to sign the world’s largest trade agreement, known as the Regional Comprehensive Partnership (RCEP), in 2020. This agreement would boost commerce among participating countries by lowering tariffs as well as standardizing customs rules and procedures. The RCEP will widen market access, especially for those countries that do not have existing many bilateral trade agreements in place. Will India pay a price for its decision to stay out of the RCEP? Read more:  https://www.spireresearch.com/newsroom/spirethoughts/asia-pacific-nations-poised-to-sign-the-worlds-largest-multi-lateral-trade-agreement-rcep-in-2020/

2022: Recovery or Resurgence?

  The Covid-19 pandemic officially marks a grim second year this year. Nonetheless, there is some optimism among scientists that while the virus will become endemic, its threat to human life could reduce over time.  In the first of a three-part Spirethoughts instalment examining analysts’ predictions for the new year ahead, we look at 3 economic and social trends that are likely to affect the global economy in 2022.   Debt and inflation to grow . Global debt accelerated during the pandemic as governments continued to borrow. Twenty-five nations, including the US and China, now have total debt amounting to more than 300% of GDP, as central banks contribute to inflation by printing money, deepening the debt trap. Inflation, while on the rise, seems unlikely to hit the historic double-digit levels of the 1970s, as government spending should ease in 2022.   Industries overheat amid global warming “greenflation”.  The other continuing story with global imp...