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BRANDING | 10 Ways Marketers Hijack Branding…and How It’s Killing Companies | Part Six

March 1, 2018

BRANDING | 10 Ways Marketers Hijack Branding…and How It’s Killing Companies | Part Six

#6. BRANDING IS NOT ABOUT THE LATEST STUPID TREND.

JC Penney and Tropicana’s TRENDY REBRANDS both LED to SALES PLUMMETING by around 20%. Gatorade’s rebrand immediately COLLAPSED consumer AWARENESS from 82 percent to 34 percent. Just a few sample symptoms of deeply SYSTEMATIC BRAND ISSUES.

BRANDING is NOT about APPLYING a TRENDY new COAT OF PAINT to cover up your company’s uncool aspects. Try that, and more often a rebrand effort will be no more than a coat of shellac: transparent to all the brand interacts with. Especially in today’s WORLD of SMARTER, more CONNECTED, more INFORMED CUSTOMERS.

Companies say they want to be more cool or hip, so decide to rebrand. Yet many COMPANIES actually DO LITTLE or nothing TO CHANGE, CULTIVATE, or even IDENTIFY the INTERNAL CULTURE OR VISION of the product, organization or business. And THAT IS WHERE all the TRULY COOL AND HIP ASPECTS of A BRAND NEEDS to happen. To INFORM and DRIVE CREATIVE EXPRESSIONS that MAKE YOU IRRESISTIBLE to people.

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