Tag Archives: Branding

Lessons Learned from Corporate Branding and Rebranding Efforts of Note

Last Friday, I shared an article about the keys to executing a successful business rebrand. The author, Steve Blue, is a veteran of branding and rebranding efforts. In this article he shares some of the lessons learned from his many years of experience.

Lessons Learned from Corporate  Branding and Rebranding Efforts of Note

 

Lessons Learned from Corporate Branding and Rebranding Efforts of Note

By Steve Blue

1. Lesson: Don’t fix what’s not broken
Coca-Cola learned not to tamper with a beloved brand in 1985 when it decided to re-stage its iconic brand with “New Coke.” The public was outraged and let Coca-Cola know they didn’t want a “new” Coke. They wanted their old Coke, literally a quintessential icon in American popular culture. Coke responded within a few months and brought back “Classic Coke.” Classic Coke sales rebounded. Although New Coke remained on the shelves, it eventually faded from store shelves. Some commentators felt the move to New Coke was a marketing gimmick to regenerate interest and sales in the brand after sales erosion due to the “Pepsi Challenge” taste test campaign. Don Keough, company President, responded to the charge saying “We’re not that dumb, and we’re not that smart”.

Carma’s Note: When I drink cola, I’m a Pepsi girl, but I’ll always remember the New Coke debacle. I was in Junior College and the group I hung out with practically lived off Coca Cola. In fact, one of the guys I dated went out of his way to buy cases of Classic Coke, just in case it went off the market!

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7 keys to executing a successful business rebrand

Are you thinking of rebranding? Whether you’re developing your brand for the first time or reinventing your brand to better fit your current business goals, there are several things you need to keep in mind to ensure your success. The following article by Steve Blue breaks down the seven he thinks are the keys to developing a memorable brand … especially when changing things up.

7 Keys to Executing a Successful Business Rebrand

 

7 Keys to Executing a Successful Business Rebrand

By Steve Blue

No matter your reason for embarking upon a business rebranding effort of a company or product name, logo, phrase, design scheme or other such asset, which can be mixed and many, one thing is certain: execute poorly and suffer extreme consequences. There is simply no rebranding effort where the stakes are not extraordinarily high and the margin for error is slim at best. This history has been proven repeatedly amid a litany of rebrand debacles that didn’t heed just a few fundamental principles.

With this in mind, globally regarded business growth authority Steve Blue, CEO of Miller Ingenuity—a 60-year old company that successfully implemented a corporate rebranding effort, offers these 7 best practice keys for effectively executing a rebranding initiative:

Key #1: Get clear on what a brand is.
A brand is not just your logo. A brand is the sum total of the messages, interactions and experiences a customer has with your product, services and people. To a customer, a brand is the promise of an EXPERIENCE and the customer’s EXPERIENCE of that promise delivered. It’s a valuable asset to nurture over time.

Carma’s Note: I’ve mentioned this before in this blog. In fact, I wrote a series of post that explored how you can let people see, hear and experience your brand.

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5 ways to become the brand

ownyourawesome by John Scherer

Carma’s Note: When I saw this article pop up in my email, I knew it was speaking to me and my tribe. It’s taken me a long time to develop a brand that is in alignment with my core values and really speaks to my soul. Now that I’ve uncovered it, I’m in the process of stepping into, owning and becoming that brand. When you are an entrepreneur, you are the face of your brand. The tips in this article provide good advice, so read on and check out my annotations.

5 Ways to Become the Brand

by John Scherer

To help other business leaders become indelibly connected to their own company or product brand, John Scherer, formerly of Video Professor Fame, imparts this business and marketing methodology wisdom:

1. Ignite a Personal Passion for Your Brand.
If you don’t have a fiery passion for your own brand, if you don’t believe in what you are selling, and if you don’t feel excited about what you are doing, no one else will either. Exude that enthusiasm and energy for what you are offering and others will feel that excitement. Once ignited, that passion will burn in others and fuel a marketplace reverence for you as the figurehead.

Carma’s Note: Build your entrepreneurial business around something you love and believe in. I’ve tried many times to build businesses that were successful for others but not for me because they focused on something I didn’t care about. For example, I’ve been a Mary Kay rep (I don’t really wear much makeup), a Primerica rep (the financial services industry doesn’t excite me), and, when I was young, I even tried getting a job as a cleaning woman at a hotel (I was allergic to all the products they used to clean the room!). Bottom line, if you are not motivated by what you have to offer, you’ll procrastinate and clients will fall away like feathers off a molting bird!
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