Identity Before Strategy: Doom for Rebrands
Rebranding efforts are tricky things. Once in a very blue moon they can prove to be the turnaround that the management team was hoping for.
Sports brand Puma, luxury brand Gucci and the gurus at Apple all provide notable examples of great brand revitalizations during the 90’s.
The strategic lessons from these turnarounds do not emanate from what these brands did, but rather what they did not do.
First, they did not change their names or logos.
Second, they did not announce that they were about to save, reposition or do anything particularly radical to their brand.
Third, they were patient; each brand took a decade or more to turn around.
Fourth, they did it in-house without depending on identity consultants to assist them.
Fifth, they did not recruit senior thinkers from established consumer marketing companies to replicate branding strategies from fast moving consumer goods (FMCG); they did it their own, brand-specific, way.
Sixth, any changes in ad strategies and spend came years after the initial turnaround had begun.
A great brand strategy does not start with name changes, new logos, multi-million dollar ad campaigns or bold predictions from chief executives.
It starts with fixing internal problems. Quietly. It involves rebuilding a brand from the inside out and it takes many years.
Anyone, and I mean anyone, with access to the company coffers can commission peak-time ads and identity overhauls. This is the easy, unsuccessful way to rebuild a brand. Avoid the habit if you can.
Sponsored By: Brand Aid