When your business path starts to veer off course, you’re probably anxious to find ways to get back on track. In some cases, it means an overhaul of the way customers see your business and its products. Time and time again, worldwide companies use rebranding and repositioning as a way to rejuvenate their sales and manicure their reputations. But how do you know which path for reputation rehab is right for you? Knowing the difference between rebranding and repositioning could be the start of a new direction.
When brands change their philosophies and target audience, it calls for a major repositioning. Repositioning occurs when a brand wants to maintain a name and product offering, but wants a new crop of potential customers to take notice. It might sound like a modern marketing strategy, but the truth is that the first major brand repositioning happened in the 1950s, thanks to the clever marketing team at Philip Morris, the father company of Marlboro cigarettes. Find out how Marlboro adapted to a changing economic landscape with a repositioning; even if you’re not a smoker, you might just learn something.
When you head to a vending machine for an afternoon pick-me-up, the last thing you‘d expect is to meet a brand ambassador for your favorite snack. But that’s exactly what Walker Chips imagined with its “Tweet to Eat” campaign last year. While chip-lovers waited for their bus at a busy intersection, a vending machine came to life, seemingly housing a live person who encouraged the commuters to send out a tweet and receive a free bag of chips in return.
What happens when you add a mix of sardonic branding and a form of legal vandalism? Assuming the title didn’t give it away, the answer is a relatively new term called brandalism.
Look no further than London, July 2012, when 26 British artists joined together to run a ‘subvertising’ campaign, right before the London Olympics.
We recently published an infographic about marketing toward Generation Z. One of the first people we reached out to was Nancy Nessel, a generational expert. We asked Nancy to take a look at our infographic, and she graciously published it on her blog. In 2012, Nany founded GettingGenZ.com, in which she blogs about the finicky 15 year olds that marketers are having trouble understanding.
To the unpracticed eye, the terms “brand manager,” “marketing manager,” and “product manager” may seem similar enough to be completely interchangeable. But in the machine that is marketing and product development, each are important and distinctive cogs that are vital to the success of a company and its products. Understanding the unique differences between each role can help you see just how mutually important they are–and how they lean on one another for success.
The National Retail Federation estimated that 86.9 million shoppers braced the crowds for Black Friday shopping in 2014. So why would a top retailer make the choice to remain closed and miss all of those potential sales? REI says it’s simple: The outdoor goods retailer wants shoppers to opt for the outdoors instead of spending the holidays at a shopping mall with their #OptOutside campaign.
Teenagers can be pretty stubborn: They don’t want to do their chores, they don’t want to study for tomorrow’s trig test and they certainly don’t want to spend 40 minutes answering some dumb telephone survey. So how exactly are you supposed to find out what teenagers do want?
In 2010, clothing retailer Gap practically caused a Twitter riot when it changed its classic navy blue square logo design. Instead of the traditional white-on-blue, the new logo was black lettering with a transparent blue square positioned over the upper-right corner of the ‘p.’ Gap hoped its new logo would modernize the brand, but public opinion was so negative that the brand reverted back to its classic design after just one week, perhaps to retain customer-based brand equity.
This year’s version of the MTV Video Music Awards was the lowest-rated since 1994, prompting some in-depth questions about MTV and its tenuous grasp on what Millenials and Gen Z-ers actually want from entertainment. The program only brought in 5 million viewers when it originally aired on MTV on Aug. 30th, but the online engagement numbers are a stark contrast to tepid numbers: 21.4 million VMA-related tweets were generated during the telecast.