from tragedy to strategy: is time killing your brand?
DESCRIPTION
http://www.risingabovethenoise.com After reaching the milestone of over 700,000 views on Slideshare, he is one of the rock stars of Slideshare closing in on 1 million views. Brand specialist and Fast Company blogger David Brier has put together a "timely" Slideshare presentation on rebranding to show before and after examples and how their meaning and relevance changed with the new work. It answers the question, "WHEN should I rebrand?" If you're an entrepreneur, CEO, startup, Shark Tank fan or rebel, this presentation is for you to read, learn from and share. Most importantly, it's to use.TRANSCRIPT
YESTERDAY’S TRAGEDY TOMORROW’S STRATEGY
BY DAVID BRIER@davidbrier
When is the right timeto rebrand?
What if your brand hasgotten pigeon-holed fromwhat you did years ago?
Or grew out of touch withthe trends of customer needs?
Or became associatedwith outmodedtechnologies?
@davidbrier
Customers today have many options.So crystallizing “why” people should care about your brand/company and choose it instead of one of your competitors is a vital and important strategic step.
A brand helps drive a clear wedge between your company and your competition.
So when is the righttime to rebrand?
@davidbrier
Your brand should be the choice in your industry, not just another product or service that happened to get picked.
One thing few businesses understand is that brandinghas a purpose. That purpose comes down to four words:
The Art of Differentiation.Without that differentiation, customers are left
floundering being led by anonymous reviews, randomword of mouth (good and bad) or sales price specials.
Branding puts the necessary control backin your hands, where it belongs.
@davidbrier
new york
city ballet
BEFORE AFTER
This rebrand captured the spirit of dance and the culture of New York City.
BEFORE AFTER
This new rebrand stood out on shelves, and helped catapult sales 900% in 2 years.
BEFORE
AFTER
BEFORE
AFTER
This INC 5OOO company changed its perception from a vendor to a major provider of security with the new brand identity and slogan, “Securing the lifeblood of today’s fast-moving companies.”
BEFORE
No WorriesLodge
AFTER
This 7,000 square-foot luxury cabin needed a brand that immediately conveyed its difference and value.The new look coupled with the slogan “Leave the world behind” told vacationers
all they needed to know. And bookings are already booked well over a year in advance.
software
Arrow Software
BEFORE
AFTER
This rebrand moves this brnd from being forgettable to being fresh and smart.
BEFORE AFTER
The Kane company is a 100-year-old company and during that time, through many mergers and acquisitions, the brand had lost focus. Commissioned to redefine the brand
and get it back on track, we developed new company and division names with a new identity and a slogan that brought everything together, “Guardians of Safe Environments.”
BEFORE AFTER
BEFORE AFTER
BEFORE AFTER
BEFORE AFTER
This rebrand needed a name that appealed to the consumer demand,
not the manufacturer’s focus.
Chia SeedBeverage
CrescendoBEFORE
AFTER
This rebrand instantly conveys the meaning of Crescendo.
BEFORE AFTER
This new rebrand presented this new company as a global player.The card on the next slide show the tagline for this sports talent consultation firm.
BEFORE AFTER
BEFORE
This company had outgrown a very dated brand look and feel which also suffered from inconsistency.
AFTER
The rebrand gave the company a fresh and vibrant look and feel with a new logo and slogan, Life. Rebuilt.
Determine if time is showing the age of your brand, making
it less desirable,less relevant,less valued.
And if so, makeyour move now
(before you go from yesterday’s newsto a history lessonin what not to do).
@davidbrier
@davidbrier
Design, art direction and text: David BrierWant more insights on branding?Visit RisingAboveTheNoise.com