Whether it has been campaign specific, or to push out a new message to shareholders and customers – we plan on discussing the most talked about rebrand marketing campaigns this year so far. We’ve had temporary rebrands for the Royal Wedding, the World Cup and even a campaign to support women in September!
However, there are some brands that have rebranded to push a new message out to customers – to mark a change in their brand history or a change in their company strategy.
First, we need to outline why companies rebrand, whether it be a temporary rebrand or a permanent one.
- Usually if a company has been merged, or if there has been a change in Senior management, often a brand will rebrand to reflect this. This could mean a new logo, or even a new name. When considering this, it is also to reflect on your brand messaging and what marketing collateral you will need to change to reflect this message. This could mean changing your entire in-store marketing proposition with point of sale. No brand wants their customers to be faced with old point of sale materials that market old offers and promotions. Instead face your customers with current and innovative print solutions. Did you know that using a web to print software solution makes it easy to switch up your branding with a few clicks of a button? You won’t need to waste time anymore, as you can create your posters with variable changing data. Whether this is with text, or images. Our clients love our w2p software because it is easy, efficient and cost effective.
- Connecting with new markets also might mean reconnecting with your brand. You need to ask yourself does this reflect the target market you are trying to target? You will need to do a risk analysis for this, as though you may be stretching into new markets and thinking about rebranding your current marketing campaigns, how will your existing markets read these messages? Will they read them as well as the market you are trying to target.
- Moving with the times is important. People evolve and so do businesses. Often rebrands are because of old branding not fitting a new business message and voice. It could be that when you first started you didn’t have the resource and time available to spend investing money into branding, however you want something fresh that you can push to new clients who will instantly recognise your company from a mile off.
- Changing your company strategy. What was highly effective, may be the one thing hindering your business growth. Using a brand audit to identify what your customers best react to may be the best exercise to complete. Through this exercise, you will learn what best suits your target market.
- Reflecting a change in the products you sell. Companies are expected to change with the change in social and consumer expectations of services. Companies that have changed their product offering often rebrand to suit the target market they are trying to win a share of the market of. One of the more famous examples of this is Tesla Energy, rebranding to a new logo to reflect their power in within the energy market.
- Differentiating your business. Sometimes a change is needed when your branding looks similar to your competitors, this is extremely confusing for your consumers and it is something you want to avoid. Where at first this may come across as something that is time consuming, it will definitely aid your growth in the future.
The most talked about rebranded companies this year have been:
Markle and Sparkle
In May 2018, M&S rebranded to Markle & Sparkle for a weekend to celebrate the Royal Wedding of Prince Harry and Meghan Markle. A catching rebrand campaign that saw M&S deck out their stores with Royal themed products in their food halls in a bid to inspire customers to embark on their own Royal festivities. “Markle & Sparkle” made over its Windsor Store, which the Royal Couple passed on their way to the ceremony. All of M&S’ social media accounts and royal borough stores rebranded for the event. To top this off, Marks and Spencer gave those who visited the stores a chance to take a selfie in their Royal wedding themed photobooths, which saw the company upload the selfies to their online “wedding album”.
A clever in-store marketing and social media campaign that saw Marks and Spencer gain a slice of Royal Wedding market. The accountancy firm PwC estimated that the influx of wedding watchers delivered a £107m boost to London, as hotels, West End shops and restaurants picked up extra trade.
Three rebranded several of their store’s signage to celebrate the success of England in the World Cup. A clever campaign that tied the company to the football team without splurging out on an official sponsorship.
The campaign was opened by several football heroes, with a “Three wall ball challenge” which was supported by a social media campaign for challengers to hashtag #threewallball.
Kat Ward-Smith, director of brand and communications at Three, said: “We wanted to do something fun to show our support for the boys. We’re proud to bring together such well-known football stars this summer and the #ThreeWallBall challenge, will hopefully bring a smile to supporters’ faces across the country.”
The campaign even reacted to the team losing out in the quarter finals by switching their store signage to three lions crying.
A favourite non-partnered campaign, this captured the spirit of the country whilst keeping it on brand, fun filled and engaging.
On Monday the 3rd September, Harvey Nichols rebranded to its female counterpart, Holly Nichols. For one month only, Harvey Nichols will be known as Holly Nichols in a bid to promote and support female empowerment and to market their new first floor, and to celebrate four floors of fashion for women. The new floor will see new star-studded designers including Chloe, Stella, Louboutin, Balenciaga and many more.
A marketing campaign that makes it so much more than a rebrand exercise. The store will celebrate with fashion shows to showcase new designers, new launches, brand parties and inspirational talks from women that the company admires.
The rebrand has added to the stores re-imagining of its floors as it recreates new shopping experiences in the beauty, jewellery and men’s departments in order to attract a generation of new customers.
Where some may think this as being an identity crisis, it is creating to see a store as powerful in the fashion retail industry like Harvey Nichols stepping up and supporting the female empowerment cause.
John Lewis & Partners | Waitrose & Partners
“JOHN LEWIS & PARTNERS IS MORE THAN A NAME. IT MEANS WE’RE ALL OWNERS, COMMITTED TO GIVING YOU, OUR CUSTOMERS, THE HIGHEST QUALITY PRODUCTS AND SERVICE.” – Paula Nickolds, Managing Director.
This month saw the first time that the 83,000 partners who work for John Lewis be part of their brand name and logo. The rebrand aims to highlight its partnership business model and strategy to differentiate itself from competitors.
The rebrand launch is being supported by the first ever joint John Lewis & Partners and Waitrose & Partners national marketing campaign – the single biggest ever campaign for both brands outside of Christmas. The rebrand will be phased into John Lewis’ and Waitrose’s portfolio of 398 stores within 4-5 years. This includes rebranding of their internal courier service, websites, carrier bags, uniforms, marketing campaigns and internal point of sale shop signs.
Debenhams have recently undergone a rebrand to bring a modern and approachable twist to their 200-year heritage.
With point of sale signs and posters being recreated with the brands new logo and messaging, the store’s new marketing message is clear with the intention to target a different generation of consumer and compete with larger department stores.
The updated logo will now appear on the website and in new stores, as well as being phased in across branded items such as carrier bags, point of sale campaigns and in the store’s window display campaigns.
The rebrand has been accompanied with a series of posters, being used as point of sale advertising and online social media content. The advertisements feature products that are stocked within the store set in unusual settings.
The rebrand is also set to tackle the difficult period that hit Debenhams, the retailer’s pre-tax profits sank roughly 84% in the 26 weeks up to the 3rd of March.
The new rebrand is set to change the customer journey within stores, with the reimagination of the customer’s shopping experience. We are certainly looking forward to seeing how Debenhams tackle this!
At Simpson Group we know how important it is to get your target audience fully involved and engaged with a rebrand. So, whether you are rebranding permanently or part of a time period campaign, you can trust Simpson Group to deliver on brand point of sale campaigns everytime.
With over 46 years of experience in the printing industry, we ensure that you are getting the most cost-effective solution suited to your budget. Working with our professional and friendly client services team we know we can get the solution that will drive your brand awareness and sales up and up! Get in touch with us at firstname.lastname@example.org. Alternatively, you can use our contact us page.