Re-Branding Project Tag Body Spray Jared Cook 4/28/2011
Brand Audit To perform a brand audit, I searched the internet for Tag Body Spray. I went to tagbodyspray.com and looked at the history of the company. Tag is owned by Proctor & Gamble who purchased Tag from Global Gillette in 2007. I sought out Tag’s Facebook page, and noticed that fans commented on the page, but nobody from Tag ever replied. This a problem.
Loyal Brand Consumer I talked with my cousin Trevor about Tag Body Spray. He introduced me to Tag so he seemed the right person to ask. Trevor has used Tag since his early years of high school, and has never used anything else. He received a case of Tag as a gift a year ago and is still using it today. Trevor is brand loyal. He will not use anything but Tag. He believes Axe and Old Spice to be cheap products. He said he liked the old commercials, so I considered staying with that same strategy.
Stakeholder Analysis Who is a stakeholder of Tag? We are!!! Those who have ever purchased Tag before. The management of the company also have a large stake in the brand of Tag. The management of Tag would support a re-brand because the brand identity and brand image are failing the company right now, and anything to increase sales would be welcomed. The consumers of the product would still some of the branding elements to be the same, like the logo and trademark, and to keep the same fragrances.
So… What needs Re-Branded? 1) The social media pages of Tag need a major overhauling. (Axe is tearing them up in this department) 2) Tag needs to get some new commercials our there. The old sexy commercials will still attract men to buy the product, but I will also try a strategy that will make mom’s buy the product for their husbands and sons. 3) Tag needs to produce some other product other than body spray to help create brand identity.
If these problems are not taken care of, Tag will fail. These problems were easy to see after my brand audit and after talking to a loyal customer.
How do we fix these problems? To fix the social media problem, this is simple. Tag needs to do exactly what Axe has done with their followers on Facebook and Twitter. Assign an employee to interact with the fans, answer questions, keep a buzz going on the social media page. Axe has DanwithAxe, an employee that constantly monitors online activity, that is what Tag needs.
Re-Branding Tag needs to produce new products, such as hair gel, shaving cream, body wash and shampoo. They need something out there that consumers will see everyday. They need to bombard the consumer to force them to recall the brand whenever they go shopping. This will increase sales and profits for Tag, just as it has been successful with Axe and Old Spice.
A new commercial A new commercial needs to have the same racy content as before, to keep the old customers coming back to it, and to pull young men into it, buy giving them something they think will make them happy. There needs to be only one emotion captured in this commercial… Happiness. If you use this product, you will be “happy”
Commercial The point of this commercial is to get people talking. Word-Of-Mouth is a great way to advertise your product, but you need people to remember it. And a new slogan helps with that. I am introducing a new slogan to Tag. Tag… You’re IT!
Commercial Storyboard Are you tired of doing homework, and can’t stand the thought of showing your mom another bad report card.
Use tag body spray! You’ll smell nice and you’ll bring home those good grades you want.
That’s great!!! But how will tag help me get good grades?