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Rebranding, your name or their minds?

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Brandhome's strategic director Erik Saelens ons rebranding at Vlerick (2010).

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Rebranding, your name or their minds?

  1. 1. identity driven brand building® marketing shower Vlerick Alumni Erik Saelens, June 9th 2010 your name? or their minds?
  2. 2. Brandhome | Vlerick Alumni | 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
  3. 3. Brandhome | Vlerick Alumni | June 9th 2010 are renaming and rebranding the same?
  4. 4. Brandhome | Vlerick Alumni | June 9th 2010 are renaming and rebranding the same? no!
  5. 5. Brandhome | Vlerick Alumni | June 9th 2010 REBRANDING RENAMING
  6. 6. Brandhome | Vlerick Alumni | June 9th 2010 Renaming Rebranding - brand name changes - cosmetic - tactic moment focussed on creating and producing comms & stuff - performance < perception - is about “packaging” you change your name - brand content changes - fundamental - strategic moment of truth, confronting the organisational, structural and cultural implications - performance > perception - is about “(re)positioning” you change their minds
  7. 7. Brandhome | Vlerick Alumni | June 9th 2010 rENAMING rEBRANDING TACTICAL STRATEGIC (re)positioning impacts marketing & communications name change impacts communications Brandhome rebranding matrix® (re)positioning impacts entire organisation (hr, bizmodel, operations, finance,...)
  8. 8. Brandhome | Vlerick Alumni | June 9th 2010 rENAMING rEBRANDING TACTICAL STRATEGIC new Tempo-TeamVedior/Tempo-Team Brandhome rebranding matrix® 1 2
  9. 9. Brandhome | Vlerick Alumni | June 9th 2010 rENAMING rEBRANDING TACTICAL STRATEGIC Brandhome rebranding matrix® Orange/BASE BASE/BASE freedom of speech 1 2a 2b
  10. 10. Brandhome | Vlerick Alumni | June 9th 2010 rENAMING rEBRANDING TACTICAL STRATEGIC Brandhome rebranding matrix® Fortis/BNP Paribas Fortis BNP Paribas Fortis 1 2
  11. 11. Brandhome | Vlerick Alumni | June 9th 2010 rENAMING rEBRANDING TACTICAL STRATEGIC Brandhome rebranding matrix® MINI MINI 1 2
  12. 12. Brandhome | Vlerick Alumni | June 9th 2010 rENAMING rEBRANDING TACTICAL STRATEGIC Brandhome rebranding matrix® DELTA nutsbedrijven DELTA, the multi-utility company 1 2
  13. 13. Brandhome | Vlerick Alumni | June 9th 2010 renaming is no rebranding
  14. 14. Brandhome | Vlerick Alumni | June 9th 2010 renaming is no rebranding rebranding can include a renaming
  15. 15. Brandhome | Vlerick Alumni | June 9th 2010 renaming is no rebranding rebranding can include a renaming renaming often preceeds a rebranding
  16. 16. 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
  17. 17. 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 RTT 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 CIF 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 Lay anoma Golden Tulip NH WattPlus Essent Voka VEV Xerius Ageas AG |
  18. 18. 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 RTT 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 CIF 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 Lay anoma Golden Tulip NH WattPlus Essent Voka VEV Xerius Ageas AG | YOU GUYS JUST CAN’T GET ENOUGH CAN YOU?
  19. 19. 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 RTT 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 CIF 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 Lay anoma Golden Tulip NH WattPlus Essent Voka VEV Xerius Ageas AG | 178 rebranding & renaming operations analysed the best kept secrets in branding
  20. 20. Brandhome | Vlerick Alumni | June 9th 2010 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
  21. 21. 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
  22. 22. 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
  23. 23. 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%
  24. 24. 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
  25. 25. Brandhome | Vlerick Alumni | June 9th 2010 10 BELLS TO RING 1. renaming or rebranding; what are you facing
  26. 26. Brandhome | Vlerick Alumni | June 9th 2010 1. renaming or rebranding; what are you facing 2. make sure you have the cash; show me the money 10 BELLS TO RING
  27. 27. Brandhome | Vlerick Alumni | June 9th 2010 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 10 BELLS TO RING
  28. 28. Brandhome | Vlerick Alumni | June 9th 2010 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 10 BELLS TO RING
  29. 29. Brandhome | Vlerick Alumni | June 9th 2010 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 10 BELLS TO RING
  30. 30. Brandhome | Vlerick Alumni | June 9th 2010 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 10 BELLS TO RING
  31. 31. Brandhome | Vlerick Alumni | June 9th 2010 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 10 BELLS TO RING
  32. 32. Brandhome | Vlerick Alumni | June 9th 2010 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 10 BELLS TO RING
  33. 33. Brandhome | Vlerick Alumni | June 9th 2010 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 BELLS TO RING
  34. 34. Brandhome | Vlerick Alumni | June 9th 2010 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 10 BELLS TO RING
  35. 35. 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
  36. 36. 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
  37. 37. strategy | communication | implementation | lange lozanastraat 258 | 2018 antwerpen | belgium | +32 (0)3 237 05 95 | brandhome.com identity driven brand building® thank you

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