Brand Revitalization

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  • Wow - this article looks a lot like the one written by David Lemley, published on BrandChannel back in 2008. How did you develop your content?
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Brand Revitalization

  1. 1. ebook Ser ies: Volume 26 the promise behind the brand. 9 rea SonS brand reVitalization fail S 9 reasons brand revitalization fails CLICK SCREEN TO BEGIN. Hit escape to return to normal screen mode. ©The Russo Group, 2010. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. 1 < back | Home | next >
  2. 2. ebook Ser ies: Volume 26 the promise behind the brand. 9 rea SonS brand reVitalization fail S TABLE OF CONTENTS intro ............................................................................................................................................................................................................3 Superficial brand revitalization .........................................................................................................................................................4 the blame Game ....................................................................................................................................................................................5 campaign-based Solutions ..................................................................................................................................................................6 irrelevance ...............................................................................................................................................................................................7 forgetting the Past .................................................................................................................................................................................8 following the text book .......................................................................................................................................................................9 operational Savvy ............................................................................................................................................................................. 10 listening to feedback ..........................................................................................................................................................................11 thinking it ends .................................................................................................................................................................................... 12 2 < back | Home | next >
  3. 3. ebook Ser ies: Volume 26 the promise behind the brand. 9 rea SonS brand reVitalization fail S Intro When profits and sales are dropping, we sometimes have no choice but to return to the drawing board. Many floundering companies use a revitalization attempt as a way to re-brand their identity. Sadly, 80% of all brand revitalization efforts fail. That is a sad, honest fact. So how can someone fail if they’re honestly trying to make a positive difference? 3 < back | Home | next >
  4. 4. ebook Ser ies: Volume 26 the promise behind the brand. 9 rea SonS brand reVitalization fail S SuperfIcIal Brand revItalIzatIon This effort involves making appealing design changes and maybe a few marketing changes without addressing the substance. If a brand loses its identity or attention, it’s because of something internal. Superficial brand revitalization can best be explained by someone dressing up an envelope and not even bothering to proofread the letter inside. There is no reason for consumers to believe it. 4 < back | Home | next >
  5. 5. ebook Ser ies: Volume 26 the promise behind the brand. 9 rea SonS brand reVitalization fail S the Blame Game Some businesses are quick to blame the ad agency for leading their brand on a misguided path. In all truth, no one should be blamed for having an unfocused vision of the brand position than the company itself. Businesses should realize that paid media, even viral social networking, are not brand positioning. Uncovering the real reason to believe in your business requires a willingness to avoid middle- of-the-road positioning. 5 < back | Home | next >
  6. 6. ebook Ser ies: Volume 26 the promise behind the brand. 9 rea SonS brand reVitalization fail S campaIGn-BaSed SolutIonS The pressure to achieve growth is leading to a trend in high turnover for senior level management. This has created the need for short-term gain. Often the branding assignment is constructed hastily in an effort to attract new business quickly with campaign-based solutions. Learn from the mistakes of Kmart, Circuit City and Linens N’ Things and look towards strong, long-term-oriented brands like Nike, Dockers, etc. Try to see the big picture instead of a quick fix. 6 < back | Home | next >
  7. 7. ebook Ser ies: Volume 26 the promise behind the brand. 9 rea SonS brand reVitalization fail S Irrelevance If a brand has become irrelevant, then it’s time to change. It’s that simple. Businesses can no longer afford to stick to the marketing solutions that have become tradition. Everyone is aware of how scary new possibilities can be, but the only way to grow is to change. The solution: a business must reposition themselves as relevant to today’s consumer in an effort to stay afloat. Learn the new rules of retail and branch off from the line of tradition that your business has been a part of. 7 < back | Home | next >
  8. 8. ebook Ser ies: Volume 26 the promise behind the brand. 9 rea SonS brand reVitalization fail S forGettInG the paSt On the topic of tradition, a brand should always move forward with an eye on the past. A solid effort must include a look at where the brand has been and what made it great (or hurt it) in the first place. If the company were to research its Brand strategy documentation left by previous management, it would probably yield something useful and pure. A read through your Brand’s history will increase your chances of not repeating it. 8 < back | Home | next >
  9. 9. ebook Ser ies: Volume 26 the promise behind the brand. 9 rea SonS brand reVitalization fail S followInG the text Book More and more brands are flopping because management and creative are following the textbook rubrics for brand creation. Although this keeps your thought process organized, the final product will always be safe or weak. Basically, functional benefit models do not allow for intangibles such as sense, feeling and meaning; all of which are essential for a brand to resonate with a consumer. 9 < back | Home | next >
  10. 10. ebook Ser ies: Volume 26 the promise behind the brand. 9 rea SonS brand reVitalization fail S operatIonal Savvy Keep in mind some of the most basic aspects of retail: • Organization (Quality of management, flexible culture and the will to innovate) • Logistics (supply chain management) • Administrative Systems (information management) • Supplier relationships (differentiated merchandising mix) • Finance (planning/budgeting) This operational savvy will provide retailers the opportunity to prove their positioning and keep their promises. 10 < back | Home | next >
  11. 11. ebook Ser ies: Volume 26 the promise behind the brand. 9 rea SonS brand reVitalization fail S lIStenInG to feedBack Truth: Customers are unbelievably more advanced and demanding than they were 20 years ago. They are looking for a store experience, not just a product. Whether in-store or online, we want to be more emotionally involved in our shopping. Retailers are now competing with leisure activities. Bottom line: It’s not what you think, it’s what they think that becomes true. 11 < back | Home | next >
  12. 12. ebook Ser ies: Volume 26 the promise behind the brand. 9 rea SonS brand reVitalization fail S thInkInG It endS Revitalization is an ongoing job. Strong brands have visionary leaders with the ability to face any level of competition, thrive during economic fluctuations, and grow into additional markets. Brand revitalization is not for everyone in the same way that survival is not mandatory. 12 < back | Home | next >
  13. 13. ebook Ser ies: Volume 26 the promise behind the brand. 9 rea SonS brand reVitalization fail S RUSSO IS A STRATEGIC BRANDING AGENCY – AND AS A BRANDING AGENCY, WE ARE BELIEVERS. Here, we believe in the promise behind the brand. And here, we believe that changing the conversation motivates consumer behavior. Through the use of consumer insight, we develop branding initiatives for our clients that form emotional connections with their consumers. for more information on branding, social media or to learn more about the russo Group, drop us a line, we would love to hear from you. 116 e. congress St., downtown lafayette, la 70501 | 337.769.1530 | f 337.769.1531 www.therussogroup.com | www.razorbrandingblog.com | jaci@therussogroup.com 13 < back | Home | next >
  14. 14. ebook Ser ies: Volume 26 the promise behind the brand. 9 rea SonS brand reVitalization fail S 9 reasons brand revitalization fails ©The Russo Group, 2010. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. 14 < back | Home | next >

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