If your business is not getting the desired results, it may be time to think about a rebrand. While this may sound like a daunting task, partnering with an experienced creative team can help to ensure that the rebranding process goes smoothly and produces the right results.
Over the years, there have been a number of widely recognizable brands that have made the decision to rebrand. To offer some inspiration and show how well a rebranding strategy can work, here are 2 of the most successful rebranding campaigns of the past decade:
CEO Millard Drexler, who appeared on the scene in 2003, helped the brand turn a profit for the first time in five years and increased revenue by 107 percent between 2003 and 2008. What was the secret behind J. Crew’s success? The brand was re-energized and re-positioned to become a retailer that sells the basics–tank tops, capri pants, and jeans–with a hint of luxury. It also didn’t hurt that First Lady Michelle Obama essentially became a spokeswoman for the brand, sporting J. Crew ensembles during inauguration festivities and other public appearances.
J. Crew equates much of its rebranding success by simply listening to the needs of its customers. For example, when Drexler learned that customers were purchasing J. Crew’s simple sundresses to serve as bridesmaid dresses, the brand introduced a bridal line. As you consider a rebrand for your business, take this lesson from J. Crew and consider the needs of your audience and how you can make their lives easier.
To accomplish this, the brand used Isaiah Mustafa, dubbed him “The Most Interesting Man in the World 2.0,” and created a video marketing campaign based on the theme “The Man Your Man Could Smell Like.” The crowd went wild for this rebranding strategy, with the original video attracting 19 million views across a variety of social media platforms.
The lesson learned here is that you really can take a product or service that the consumer does not particularly view as interesting and use resources such as social media to brand it to become something that everybody wants to talk about and be a part of.
Branding conveys quality, credibility, and experience for your business. If it’s time for a rebrand, take note of these examples and do it the right way.
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