Does your brand need a fresh approach?
Your sales are low, your market’s changed, and your competitor has launched a new product.
Spring has just blossomed in the Southern Hemisphere – and now’s the perfect time for renewal, resurrection and regrowth.
How can brands reinvent themselves? And what does it take to remake who we are and how we’re perceived? Four well-known brands show us how it’s done.
Known in Australia as a hangover cure in the 1990’s, Berocca took its own advice and B-B-Bounced back in mid-2013. This was in an attempt to compete with energy drinks like Powerade and Gatorade. Berocca has re-positioned itself as a ‘prepare’ not ‘recover’ product with its ‘Big Days Start with Berocca’ advertising.
Berocca did this by using a classic re-positioning narrative: present, deconstruct, and rebuild. You don’t always need to create something new. Re-positioning your product can work for you if you leverage your existing brand.
Health and wellness is a fast growing trend. This combined with social responsibility, has left a bad taste in McDonalds’ customers mouths. McDonalds has recently committed to becoming a ‘progressive burger company’ – how very unMcdonalds.
The current ‘Create Your Taste‘ campaign aims to shift negative associations with the brand. To remain relevant, McDonalds had to listen to its customers and invest in issues that matter to them. Take Mcdonalds’ lead and listen to your customers. Update your mission and let them know with a re-branding campaign.
In the 1990’s, NASA was reserved for scientists and technology geeks. The purpose and values of the organisation had been lost on the minds of the greater community. The days of watching man’s first steps on the moon had vanished from most minds. NASA recognised their fading relevance and set out to reach non-traditional audiences through social media.
The brand’s 480+ accounts are now on a mission to inform people about science, math, engineering and technology. NASA uses content and events to discover their communities’ interests. Then they help them to understand these interests better.
Learn from NASA. Don’t just use social media as a broadcast service for your brand. Think about creating an engaging profile that people will want to connect with.
The yellow bound magazine became a coffee-table staple but in the 1990’s subscriptions decreased, because the younger generation wasn’t reading National Geographic. To ensure the brand didn’t close its doors, National Geographic got itself in front of young readers by going where they were – online. Yet National Geographic has remained committed to using ‘storytelling to change the world’. It has done this by adapting its products for the digital space.
This combined with a strong social media presence, has allowed readers to connect with the brand on the platform of their choice. Don’t wait for customers to come to you. Consider developing products for specific audiences. Then take them to where your customers are.
Rachel Kurzyp is a writer and communications consultant helping businesses build their digital story.
To connect with Rachel on Twitter click here.
Thinking of rebranding your business? Check out these three templates to save you time and money on your marketing.