Socail Media Rebranding

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Brands are living and breathing entities that are born, grow up and then need to change.

Change may be a tweak of a logo, change of font or something more radical.

In the era of social media, however, re-branding takes on entirely new challenges. Ask the Gap and Vegemite, among others.

This presentation covers:
- the dos and don'ts of re-branding in the era of social media
- examples of successes and failures
- how re-branding should be used to inject social media into the core of a brand's DNA to bring about real change.

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Socail Media Rebranding

  1. 1. Rebranding with Digital Platforms:Success Stories & PitfallsMarch 16th 2012By Xie Qing
  2. 2. Agenda 1.  The Brand Ecosystem 2.  What is a Rebranding Social Media Strategy ? 3.  Why Should You Have One? 4.  Formulate Your Strategy •  Assess the Brand’s Social Assets •  Decide the Reasons to Rebrand •  Design the Best Way to Communicate the Transformation 10. The Social Rebranding 11. Key Take Aways 12. Questions
  3. 3. The Brand Ecosystem
  4. 4. All places in the brand ecosystem… Brand Ecosystem Internal Social Media Search Paid Media Owned Media Communications Email Blogers/Forums Google Paid Search Brand Websites Intranet Earned Media Partners Partner Sites Earned/Paid Partner Extranets Display Ads Micro Sites Social CRM Micro-targeted Ad WAP sites Owned Brand Bloggers Soacial Ads Mobile Apps Moble Ads SMS Messaging YouTube Paid Owned (Youku) Facebook (Sina Weibo) LinkedIn Flickr Twitter Owned/Earned
  5. 5. The rebranding strategy Rebranding is far more than just a change in visual identity and must be reflected across the brand ecosystem. Rebranding is far more than just press release announcements and must be communicated across the brand ecosystem. Rebranding is far more than a one-way message and must be part of a on-going two-way conversation using the target audience’s preferred methods.
  6. 6. Why a rebranding strategy? Without a rebranding social media strategy, you could damage your brand, your reputation, and even your business.
  7. 7. There will always be COMPLAINTS,CHANGE never comes easy “Ugly…” Stupid… A generic “bargain brand” Do any of these package-design people actually shop for orange juice? The new cartons “stink”
  8. 8. “You used to wait to go tothe water cooler or a cocktailparty to talk oversomething.” “Now, every minute is a cocktail party, you write an e-mail and in a couple of minutes, you’ve got a fan base agreeing with you.”
  9. 9. Formulate Your Strategy
  10. 10. Social Assets Rebranding Reasons Communicate Conversation
  11. 11. GAP redesigned its logo, but why?
  12. 12. GAP redesigned its logo, but why?
  13. 13. GAP turns tocrowdsourcing,but why?
  14. 14. GAP reverts to original logo 7 days later “We’ve learned a lot in this process. And we are clear that we did not go about this in the right way. We recognize that we missed the opportunity to engage with the online community. This wasn’t the right project at the right time for crowd sourcing. There may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way.”
  15. 15. What did GAP do wrong ? Social Assets: 1.  Know very little about its audience on social media platforms due to lack of in- depth engagement. 2.  Poorly executed rollout Reasons to Rebrand: 1.  Think they can shortcut the brand evolution by changing the visual identity. 2.  Assume that they can carry the customers with them during the journey, but they failed to convince themselves internally.
  16. 16. Assess the brand’s social assets 11. The number of active social media channels.2. The number of active fans and their preferred content form and tone of voice.3. Indentify and evaluate influencers and brand supporters
  17. 17. Decide the reasons to rebrand 21. Rebranding to shed a negative image.2. Rebranding due to emergent situations3. Rebranding due to a new cooperative adventure.
  18. 18. Tap into daily conversations 3 1. Communicate the rebranding message in a two way conversation manner. 2. Be consistent and honest 3. Identify loyal supporters and build a close relationship with them. Have dedicated supporters on your side; it is easier for you to rally their support during a crisis.
  19. 19. Starbucks’ new logo – Combining Starbucks’ historyand future
  20. 20. “ This is not just, let’s wake up one day and change our logo. It is a mirror change of the “rebranding” strategy.” -- Howard Schultz (CEO)
  21. 21. Starbucks’ new logo – Combining Starbucks’ historyand future FacebookCompany website Youtube Twitter
  22. 22. The Pepsi 25
  23. 23. The Pepsi 25
  24. 24. The Social Rebranding *Coca cola brand strategy term
  25. 25. From “boring” to “innovative” There’s something happening here at Ford. Its new. And it’s called Ford Social. You will be surprised at what we’ve already accomplished, but you’ll be amazed at what we have planned. Our story is for you to share.
  26. 26. From “boring” to “innovative” Ford posted its highest annual income in more than a decade – CNN on Jan. 28, 2012 33% of survey respondents are more willing to consider buying a Ford…. - Bloomberg News, May 1, 2009 Ford has taken over the U.S. as the most popular automaker. – Bloomberg, Mar. 2010
  27. 27. From “Chavs” to “Trendy”
  28. 28. From “Chavs” to “Trendy”
  29. 29. Key take-aways:1.  Know your social assets. Engage your audience on social media platforms on an on-going basis.2.  Formulate your social media strategy to communicate the rebranding message in the preferred content form.3.  Social rebranding: You have to make sure what you do is right for the moment you live in.
  30. 30. Thank You… Questions? Xie Qing Regional Digital Strategist | Ogilvy & Mather, Hong Kong EMAIL qing.xie @ogilvy.com TWITTER MissXQ SINA WEIBO MissXQ

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