Tag Archives: brand

Does Rebranding Always Work?

25 Feb

Many times, companies tinker with their logos, their slogans, and other branded materials. They want to “freshen” things up.

Four recent rebrandings (Gap, Starbucks, Vodafone, and AirBnB) are the subject of a recent analysis by Erik Devaney for HubSpot:

” If you’ve ever been part of a company or worked on a product that’s undergone a rebrand, you know how absolutely crazy it can be. From establishing goals, to iterating on designs, to actually implementing your branding changes on your Web site and across all of your marketing channels, it’s a lot of work.”

“I was part of a rebrand at a startup a few years back. The company at the time was shifting direction and targeting a different audience, so a rebrand made sense. We had to come up with a new name, new logo, new  colors  …  new everything! Needless to say, there were a lot of brainstorms, a lot of late nights, and a lot of general craziness right up until we flipped the switch on the new branding.”

 
Click the image to read about rebranding at Gap, Starbucks, Vodafone, and AirBnB.
 

 

What Are the 50 Most Socially Influential Brands?

16 Jan

There are various reports on the social influence of brands. A new brand rating from Lithium Technologies (whose social software helps companies respond on social networks and build trusted content on a community they own) rates the  importance of the leading 50 social global brands.

In its ranking system, Lithium notes the following:

“The Klout 50 is a ranking of the top 50 global brands with the most social influence and engagement. The Klout 50 is the ultimate ranking of brands that are authentically connecting with their digital audience. These social elite brands are the most active on social media platforms and their audiences consistently share and interact with their digital content.

“Amazon lands the #1 spot followed by Microsoft and MTV. These brands are reinventing the way they connect with people and share experiences on social media. They are authentic, create compelling and meaningful content as well as engage with everyone – not just the positive, most influential fans.”

“The Klout 50 is based on the Interbrand 2014 Best Global Brands report and corresponding Klout Scores. Klout Scores are compiled using proprietary algorithms, determined by more than 400 signals from eight different networks, including Facebook, Twitter, and Google+ as well as real world data from Wikipedia. Brand value strength is not enough to succeed on social media, as evidenced by only Microsoft, Google, and McDonald’s being recognized for their global brand and social media success, securing a top ten spot on both the Klout 50 and Interbrand’s list.”

Click the image to see the Klout 50 and read more.
 

 

Inventive “Foreign” Brand Names for Chinese Firms

8 Jan

Many domestic Chinese companies want to project a more foreign (exotic) image. So, they have created brands that are not perceived as Chinese.

As reported by Dan Levin for the New York Times:

“Eager to glaze their products with the sheen of international sophistication, many homegrown retail brands have hit upon a similar formula: Choose a non-Chinese name that gives the impression of being foreign. Chrisdien Deny, a retail chain with more than 500 locations across China, sells belts, shoes and clothing with an “Italian style” — and a logo with the same font as Christian Dior’s. Helen Keller, named for the deaf-blind American humanitarian, offers trendy sunglasses and classic spectacles at over 80 stores, with the motto ‘you see the world, the world sees you.’ Frognie Zila, a clothing brand sold in 120 stores in China, boasts that its ‘international’ selection is ‘one of the first choices of successful politicians and businessmen’ and features pictures on its Web site of the Leaning Tower of Pisa and Venetian canals.”

Click the image to read Levin’s full story AND to access a slideshow on Chinese retailers.
 

 

What’s in a Name (Globally)?

11 Dec

Mr. Clean, Lays, Burger King, KFC, Olay, and Milky Way/Mars are popular brand names. But what are these products known as outside the United States?

Click the image to find out the answers.
 

 

Branding and Millennials

17 Oct

As we have written before, millennials represent a very large and distinctive market segment — in the United States and around the world. In setting a brand strategy to best appeal to this group, various factors must be kept in mind.

In a recent study (Debunking the Millennial Myth: Initiative’s Global Research Study), Initiative — a U.K.-based media planning and buying agency — “examined the lives of 10,000 25-34 year olds in 19 countries, finding out about their lives, their mindset, how they use technology, and how they feel about brands.”

CLICK HERE here to download the full report. (Note: A short login form must be completed to access the report.)

A summary of the report has been published by MarketingCharts:

“Three in 10 millennials (aged 25-34) around the world are cynical about the way brands market to them, and that figure rises above 40% in the U.S. and U.K., finds Initiative in a new study. With such skepticism evident, brands should demonstrate their commitment to social causes and emphasize attributes such as authenticity and trustworthiness. [This] can be seen as directly related to the skepticism that many millennials hold for brands. But, they also align with some of millennials’ common traits: Millennials’ economic uncertainty and insecurity, for example, means that they appreciate brands that are useful to them and can emotionally connect with them in an authentic way.”

Click the chart to read more of the summary.

 

 

Follow

Get every new post delivered to your Inbox.

Join 1,549 other followers

%d bloggers like this: