What Does a Successful Brand Refresh Look Like?

Buy mobile phone number list from your targeted country.
Post Reply
abdulahad
Posts: 1
Joined: Sun Aug 14, 2022 10:17 am

What Does a Successful Brand Refresh Look Like?

Post by abdulahad »

Let’s talk about rebrands. No, I’m not talking about when you decide you want to “rebrand yourself” every New Year’s Eve, I’m talking about a brand refresh for your business. As far as refreshing a brand goes, many have tried, and many have dramatically failed. Recall, if you may, the Uber logo refresh in February 2016? The internet had a field day asking themselves what the new logo looked like, much to the chagrin of Uber, who ultimately went back to their traditional black and white logo design. So, yes, it’s a frightening venture to change your brand’s look. However, when you get a brand refresh right, it will feel right. Think back to the Instagram brand refresh years ago, switching from the traditional camera logo and app icon to a sleeker, rainbow gradient design. It’s both eye-catching and a call back to their previous logo. You must be asking yourself about now, “Well, Linnie, then what does a good brand refresh look like?” Well, imaginary reader, take a seat. Because in this blog, I will be giving the red light, yellow light, and green light to three brand refreshes that flipped the company, and it’s ROI, on its head.

Red Light: Tropicana Tropicana Brand Refresh Example Consumers can be unpredictable, but before going through a brand refresh, a marketer can’t underestimate their buyer’s passion for consistency.Phone Number List Tropicana learned this the hard way when they decided to change their look. We’ve all seen them in the grocery store: Tropicana orange juice cartons with the fresh orange stuck with a straw on the front scream ‘refreshing.’ But as soon as PepsiCo announced that they were “simplifying” their design to something entirely new, it bit them in a place they had not expected: their wallet. Tropicana consumers called the new design generic, “store brand,” and even ugly. The fallback of the refresh went as far as causing PepsiCo to roll back the refresh and return to their original logo and packaging. The consumer reaction caused a drop of over 19% in sales. In dollars and cents, that comes out to around 33 million dollars in the refresh period, giving them a major red light in our brand refresh success scale. What can we learn here? The moral of this (and any) story is that you should always trust your consumer’s passion for consistency and sticking to what they know. Brand refreshes are a roll of the dice for sure, but knowing what keeps your customer coming back to you over your competitor is a great place to start. Don’t gamble until you have all the cards, so to speak.

Image

Yellow Light: Starbucks Starbucks Brand Refresh Example I love a good controversy. It’s not quite a disaster, but it’s not smooth sailing either, and it makes for some great debate. When I was thinking of controversial rebrands that had people riding a proverbial teeter-totter, one that instantly came to my mind was the 2011 Starbucks rebrand. You wouldn’t think that simplifying the logo would cause such tension among Starbucks drinkers, but losing the word “coffee” from “Starbucks Coffee” caused simultaneous outrage and joy. You have to ask yourself a very simple question. “Do I only drink coffee when I go to Starbucks?” It’s the same question Steve Jobs asked himself when Apple Computers just became Apple. Are we ever just ONE thing? I order a venti nonfat chai tea latte with two pumps mocha and nonfat milk when I’m at my local Starbucks, so no, I don’t only drink coffee there. Starbucks knew that, realistically, by removing the words from their logo, they weren’t making a dramatic change because they are still known for their coffee, but they made enough of a change to remind consumers that they serve anyone who walks through their doors. The point is that when you’re thinking of going through the rebranding process, while you do need to trust your consumers, you also have to trust your gut. We preach the importance of checking your data before making any big moves all the time, but a lot of rebranding involves instinct, and that’s what Starbucks chose to follow here.
Post Reply