Written by Tamara Meleš, PR Account Executive
To begin with, let me just say this: you have experienced the rebranding of brands around you — you just may not be aware of it. At Stanford University in the late 1990s, a program was created that permanently changed the way we consume and search for information — a search engine called ‘BackRub’. At the end of the 19th century, a man named Clem Bradham invented a refreshing carbonated drink and called it ‘Brad’s Drink’. In the 1960s, two sports enthusiasts launched a sports footwear and apparel brand called ‘Blue Ribbon Sports’.
Never heard of these brands? Don’t worry – fortunately, all of them have undergone rebranding.
BlackRub je izvorno ime od Googla, Bradʼs Drink se nekoć moralo reći da naručite Pepsi, a rekreativnu oprema nekad se kupovala u „Blue Ribbon Sport“ odnosno Nikeu.
What did a name change – and with it the rebranding of image, logo, storytelling, and ultimately brand identity – mean for these mega brands?
The brain is visually oriented and understands messages through visuals.
A strong brand name plays a crucial role in shaping perception and building a connection with the target audience.
A name carries the brand identity — its core, values, aspirations, and the ambition of the product or company itself.
Deciding to change a name is never easy; in fact, it is one of the riskiest forms of rebranding.
For some brands, the change has clearly paid off, while we have also witnessed poor examples of name rebranding — such as the social media platform Twitter (associated with birdsong, message sharing, often short messages, and a sense of warmth and freedom) transitioning to the name X (associated with a mathematical unknown).
Would you eat a red banana? Semiotics teaches us that 90% of the information delivered to the brain is visual — in other words, our brain processes images 60,000 times faster than written words. Information reaches us more quickly and sets our mental gears in motion, often linking certain colors with certain emotions. The colors a product carries communicate meaning, and sometimes they are so deeply rooted in our system of associations that they are impossible to separate. What colors are the logos of Coca-Cola, Pampers, Apple, Barbie? Did I guess them right?
In 2010, the fashion brand GAP decided to stir the waters and undertake a rebranding aimed at appealing to a new, modern audience and (attempting to) breathe new life into declining sales following the 2008 recession.
Unfortunately, the rebranding was a complete failure. The audience perceived the new logo as overly simple and generic, and the biggest shortcoming was the poor communication of the change itself. Ultimately, GAP reverted to its old logo just six days later.
Changing the narrative
I had never noticed that the brand “Old Spice” contains a word in its name that suggests something old — until I came across its excellent rebranding example.
Previously, Old Spice’s communication was aimed exclusively at men over the age of 40, and the brand struggled with declining sales and finding a fresher audience.
Rebranding to-do list
It is common practice for companies to undergo rebranding every 7 to 10 years — whether as part of regular brand refreshment, due to declining sales and image, or (unfortunately) as a result of political or business scandals.
Before we begin a brand detox program, it is necessary to carry out some preparation, including:
– Market analysis and a deep understanding of the situation
– A thorough understanding of the brand and a clear definition of what we stand for
– Openness to customer needs, which often requires flexibility
– Clear, timely, and effective communication with customers and key stakeholders
– Creativity and courage can go a long way
– If you lose your way, it’s always wise to return to your roots and trust your “reason why.”
Or maybe I’m wrong — I’ll just check this information on BackRub. 😊
