the marketing Shower: Brandhome about Rebranding
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the marketing Shower: Brandhome about Rebranding

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Four times a year you can plunge into the marketing shower to let a steaming hot marketing topic pour down on you. Last time Erik Saelens sprinkled rebranding insights down on us. Visit ...

Four times a year you can plunge into the marketing shower to let a steaming hot marketing topic pour down on you. Last time Erik Saelens sprinkled rebranding insights down on us. Visit http://marketing.vlerickalumni.com/ for more showers.

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the marketing Shower: Brandhome about Rebranding the marketing Shower: Brandhome about Rebranding Presentation Transcript

  • identity driven brand building ® your name? or their minds? marketing shower Vlerick alumni erik saelens, June 9th 2010
  • renaming & rebranding, different or the same 5 Brandhome insights on rebranding and renaming research 10 bells to ring when facing a rebranding or renaming your shower question for tomorrow Brandhome | Vlerick alumni | June 9th 2010
  • are renaming and rebranding the same? Brandhome | Vlerick alumni | June 9th 2010
  • are renaming and rebranding the same? no! Brandhome | Vlerick alumni | June 9th 2010
  • RENAMING REBRANDING Brandhome | Vlerick alumni | June 9th 2010
  • renaming rebranding - brand name changes - brand content changes - cosmetic - fundamental - tactic moment focussed on - strategic moment of truth, creating and producing confronting the organisational, comms & stuff structural and cultural implications - performance < perception - performance > perception - is about “packaging” - is about “(re)positioning” you change you change your name their minds Brandhome | Vlerick alumni | June 9th 2010
  • Brandhome rebranding matrix® renaming reBranDing name change (re)positioning impacts impacts tactical communications marketing & communications (re)positioning impacts strategic entire organisation (hr, bizmodel, operations, finance,...) Brandhome | Vlerick alumni | June 9th 2010
  • Brandhome rebranding matrix® renaming reBranDing Vedior/Tempo-Team new Tempo-Team tactical 1 2 strategic Brandhome | Vlerick alumni | June 9th 2010
  • Brandhome rebranding matrix® renaming reBranDing tactical Orange/BASE 1 2a 2b strategic BASE/BASE freedom of speech Brandhome | Vlerick alumni | June 9th 2010
  • Brandhome rebranding matrix® renaming reBranDing Fortis/BNP Paribas Fortis tactical 1 2 strategic BNP Paribas Fortis Brandhome | Vlerick alumni | June 9th 2010
  • Brandhome rebranding matrix® renaming reBranDing MINI tactical 1 2 strategic MINI Brandhome | Vlerick alumni | June 9th 2010
  • Brandhome rebranding matrix® renaming reBranDing DELTA nutsbedrijven tactical 1 2 strategic DELTA, the multi-utility company Brandhome | Vlerick alumni | June 9th 2010
  • renaming is no rebranding Brandhome | Vlerick alumni | June 9th 2010
  • renaming is no rebranding rebranding can include a renaming Brandhome | Vlerick alumni | June 9th 2010
  • renaming is no rebranding rebranding can include a renaming renaming often preceeds a rebranding Brandhome | Vlerick alumni | June 9th 2010
  • renaming is no rebranding rebranding can include a renaming renaming often preceeds a rebranding when market goes down, renaming goes up when market goes up, rebranding goes up Brandhome | Vlerick alumni | June 9th 2010
  • bertel Vodafone Ptt Post tPg Post tnt Post tnt BBl ing gardner mer an hecke restaura sodexho stassano campina melkunie Pal Pedrigree marties Bonitos m&m telfort o2 cge itt alcatel centraal Beheer ach tt Belgacom roccade Pink elephant Pink roccade akZo nhm amsterda ank twentsche Bank rotterdamse Bank aBn-amro generale Bank aslk Bn gemeentekrediet artesia Dexia hamburg-mannheimer ergo life itine range sony ericsson Fujitsu siemens Philips ge Black & Decker mini iniere umicore nec nokia Breezer Brt 2 canVas Donna mnm JiF iF Danone iBis Veronica Yorin sabena sn Brussels kPn Brussels air anta Brio arthur andersen accenture kPmg Bearing Point gulf Q8 wal ags compaq hP Dutchtone arbeidsvoorziening kliQ capability Vedior eam BnP Paribas Fortis société générale crédit agricole newedge Zoo an anckendael Cardoen Tunis Telecom Elissa Interbrew InBev AB InBev SP VP cD&V enduris Barclays kent Vu nV-a Zuma hema V&D raider volta oxxio meXX ago ennia aegon Basiqair transavia nmB ing Za ongo Prince the sex symbol calvé unox royco Bt Fet De tijd Ben ran Dorado center Parcs seca Jet lukoil heidemij arcadis smiths Brandhome | Vlerick alumni | June 9th 2010 lay anoma golden tulip nh wattPlus essent Voka VeV Xerius ageas ag |
  • bertel Vodafone Ptt Post tPg Post tnt Post tnt BBl ing gardner mer an hecke restaura sodexho stassano campina melkunie Pal Pedrigree marties Bonitos m&m telfort o2 cge itt alcatel centraal Beheer ach tt Belgacom roccade Pink elephant Pink roccade akZo nhm amsterda ank twentsche Bank rotterdamse Bank aBn-amro generale Bank aslk Bn gemeentekrediet artesia Dexia hamburg-mannheimer ergo life itine ST CAN’ T range sony ericsson Fujitsu siemens Philips ge Black & Decker mini iniere iF umicore Danone YOU iBis GUYS JU nec nokia Veronica Breezer Yorin Brt 2 sabena canVas sn Brussels Donna kPn mnm Brussels air JiF GET ENOUGH anta Brio arthur andersen accenture kPmg Bearing Point gulf Q8 wal ags compaq hP Dutchtone arbeidsvoorziening kliQ capability Vedior CAN YOU? eam BnP Paribas Fortis société générale crédit agricole newedge Zoo an anckendael Cardoen Tunis Telecom Elissa Interbrew InBev AB InBev SP VP cD&V enduris Barclays kent Vu nV-a Zuma hema V&D raider volta oxxio meXX ago ennia aegon Basiqair transavia nmB ing Za ongo Prince the sex symbol calvé unox royco Bt Fet De tijd Ben ran Dorado center Parcs seca Jet lukoil heidemij arcadis smiths Brandhome | Vlerick alumni | June 9th 2010 lay anoma golden tulip nh wattPlus essent Voka VeV Xerius ageas ag |
  • bertel Vodafone Ptt Post tPg Post tnt Post tnt BBl ing gardner mer an hecke restaura sodexho stassano campina melkunie Pal Pedrigree marties Bonitos m&m telfort o2 cge itt alcatel centraal Beheer ach tt Belgacom roccade Pink elephant Pink roccade akZo nhm amsterda ank twentsche Bank rotterdamse Bank aBn-amro generale Bank aslk Bn gemeentekrediet artesia Dexia hamburg-mannheimer ergo life itine naming range sony ericsson Fujitsu siemens Philips ge Black & Decker mini iniere iF 17 8 rebran umicore Danone ding & re iBis nec nokia Veronica Breezer Yorin Brt 2 sabena canVas sn Brussels Donna kPn mnm Brussels air JiF anta ags Brio oper compaq ations an hP alysed arthur andersen Dutchtone accenture kPmg arbeidsvoorziening Bearing Point kliQ capability gulf Q8 Vedior wal eam BnP Paribas Fortis société générale crédit agricole newedge Zoo an the anckendael Cardoen Tunis Telecom Elissa Interbrew InBev AB InBev BEST kEPT SP VP cD&V enduris Barclays kent Vu nV-a SEcRETS Zuma hema V&D raider in BranDing volta oxxio meXX ago ennia aegon Basiqair transavia nmB ing Za ongo Prince the sex symbol calvé unox royco Bt Fet De tijd Ben ran Dorado center Parcs seca Jet lukoil heidemij arcadis smiths Brandhome | Vlerick alumni | June 9th 2010 lay anoma golden tulip nh wattPlus essent Voka VeV Xerius ageas ag |
  • 5 insights 1. YOU NEED TO HAVE THE MONEY no formula for budget calculation of renaming and rebranding operations exists however in some cases spending increases to 12 times the annual communications budget Brandhome | Vlerick alumni | June 9th 2010
  • 5 insights 2. BUDGET OVERSHOOT IS EXPEcTABLE 9 out of 10 renaming and rebranding projects have budget overshoot of more than 32% lack of know-how, underestimated impact, complex decision process, internal politics Brandhome | Vlerick alumni | June 9th 2010
  • 5 insights 3. FAILURE IS JUST AROUND THE cORNER 1 out of 2 rebranding projects fails to meet their strategic goals... and thus business goals and financials lack of know-how, insufficient budget, aggressive competitive reaction, consumer dissociation Brandhome | Vlerick alumni | June 9th 2010
  • 5 insights 4. YOU PUT YOUR MARkET SHARE AT RISk renaming and rebranding are moments when a company lowers its defense and market share and value are at risk market share gains up to 12% market share loss of up to 23% Brandhome | Vlerick alumni | June 9th 2010
  • 5 insights 5. INTERNAL BRANDING IS FORGOTTEN your best employee before a rebranding is most probably your worst afterwards internal employee dissociation is the biggest pitfall in rebranding and renaming operations, hence the growing importance of internal branding Brandhome | Vlerick alumni | June 9th 2010
  • 10 Bells to ring 1. renaming or rebranding; what are you facing Brandhome | Vlerick alumni | June 9th 2010
  • 10 Bells to ring 1. renaming or rebranding; what are you facing 2. make sure you have the cash; show me the money Brandhome | Vlerick alumni | June 9th 2010
  • 10 Bells to ring 1. renaming or rebranding; what are you facing 2. make sure you have the cash; show me the money 3. ceo buy-in necessary; force it or step down Brandhome | Vlerick alumni | June 9th 2010
  • 10 Bells to ring 1. renaming or rebranding; what are you facing 2. make sure you have the cash; show me the money 3. ceo buy-in necessary; force it or step down 4. appoint project team; mix and create new team Brandhome | Vlerick alumni | June 9th 2010
  • 10 Bells to ring 1. renaming or rebranding; what are you facing 2. make sure you have the cash; show me the money 3. ceo buy-in necessary; force it or step down 4. appoint project team; mix and create new team 5. get specialists involved; they know more than you Brandhome | Vlerick alumni | June 9th 2010
  • 10 Bells to ring 1. renaming or rebranding; what are you facing 2. make sure you have the cash; show me the money 3. ceo buy-in necessary; force it or step down 4. appoint project team; mix and create new team 5. get specialists involved; they know more than you 6. start internal alignment program asap; hr is key for success Brandhome | Vlerick alumni | June 9th 2010
  • 10 Bells to ring 1. renaming or rebranding; what are you facing 2. make sure you have the cash; show me the money 3. ceo buy-in necessary; force it or step down 4. appoint project team; mix and create new team 5. get specialists involved; they know more than you 6. start internal alignment program asap; hr is key for success 7. face the consequences; be consequent and be tough Brandhome | Vlerick alumni | June 9th 2010
  • 10 Bells to ring 1. renaming or rebranding; what are you facing 2. make sure you have the cash; show me the money 3. ceo buy-in necessary; force it or step down 4. appoint project team; mix and create new team 5. get specialists involved; they know more than you 6. start internal alignment program asap; hr is key for success 7. face the consequences; be consequent and be tough 8. if you are a listed corporate brand; save your money Brandhome | Vlerick alumni | June 9th 2010
  • 10 Bells to ring 1. renaming or rebranding; what are you facing 2. make sure you have the cash; show me the money 3. ceo buy-in necessary; force it or step down 4. appoint project team; mix and create new team 5. get specialists involved; they know more than you 6. start internal alignment program asap; hr is key for success 7. face the consequences; be consequent and be tough 8. if you are a listed corporate brand; save your money 9. before launch doubt will hit; stay focussed Brandhome | Vlerick alumni | June 9th 2010
  • 10 Bells to ring 1. renaming or rebranding; what are you facing 2. make sure you have the cash; show me the money 3. ceo buy-in necessary; force it or step down 4. appoint project team; mix and create new team 5. get specialists involved; they know more than you 6. start internal alignment program asap; hr is key for success 7. face the consequences; be consequent and be tough 8. if you are a listed corporate brand; save your money 9. before launch doubt will hit; stay focussed 10. start in time; at least 6 months prep Brandhome | Vlerick alumni | June 9th 2010
  • some numBers > 3.000.000 active brand names worldwide average uk person knows 15.000 to 45.000 words, 23% is used according to gls the average person knows less than 0,23% the world has changed renaming doesn’t do the job anymore Brandhome | Vlerick alumni | June 9th 2010
  • Your shower Question For tomorrow why should brands still want to rename? do you want to change your name? or do you want to change their minds? erik saelens Brandhome | Vlerick alumni | June 9th 2010
  • identity driven brand building ® thank you strategy | communication | implementation | lange lozanastraat 258 | 2018 antwerpen | belgium | +32 (0)3 237 05 95 | brandhome.com