Evolution vs revolution_rebrand
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Transcript of Evolution vs revolution_rebrand
WHERE IS YOUR BRAND?
?REASONS COMPANIES REBRAND
> INTERNAL FACTORSOWNERSHIP-STRUCTURE
• Merger/acquisition
• Divestiture/spin-off
• Bankruptcy
• Recent IPO (private goes public)
STRATEGY
> Directional Change
> Diversification of Products and Services
> Entry into new markets
> EXTERNAL FACTORSCRISIS/LEGAL
• Bankruptcy
• Disaster
COMPETITIVE POSITION
> Outdated Brand Image
• Reputation
• Market changes
!OREVOLUTIONARY
REVOLUTIONARY
REBRANDING
BEFORE
AFTER
EVOLUTIONARY: FEDEX
BEFORE
AFTER
REVOLUTIONARY: PHILLIP MORRIS
CHANGE IN AESTHETICS + MESSAGE
CHANGE IN NAME + POSITIONING
MAJOR CHANGES
MINOR CHANGES
MAJOR CHANGES
Evolutionary Rebranding
Revolutionary Rebranding
EVOLUTIONARY OR REVOLUTIONARY: MAJOR OR MINOR
VS
BRANDED HOUSE
HOUSE OF BRANDS
BRANDED HOUSE: FEDEX BRAND STRUCTURE
BRANDED HOUSE: FEDEX KINKOS ACQUISITION
HOUSE OF BRANDS: NEWELL RUBBERMAID
NEWELL CONSUMER NEWELL PROFESSIONAL NEWELL BABY
CHANGE IN MARKETING AESTHETICS
CHANGE IN NAME + POSITIONING
NEWCO
MAJOR CHANGES
MINOR CHANGES
MAJOR CHANGES
Evolutionary Rebranding
Revolutionary Rebranding
EVOLUTIONARY OR REVOLUTIONARY: MAJOR OR MINOR
THANK YOU