the marketing Shower: Brandhome about Rebranding

identity driven brand building®

marketing shower Vlerick alumnierik saelens, June 9th 2010

your name?or their minds?

Brandhome | Vlerick alumni | June 9th 2010

renaming & rebranding, different or the same

5 Brandhome insights on rebranding and renaming research

10 bells to ring when facing a rebranding or renaming

your shower question for tomorrow


are renaming and rebranding the same?


are renaming and rebranding the same?

no!


REBRANDING

RENAMING


renaming rebranding

- brand name changes

- cosmetic

- tactic moment focussed on creating and producing comms & stuff

- performance < perception

- is about “packaging”

you change your name

- brand content changes

- fundamental

- strategic moment of truth, confronting the organisational, structural and cultural implications

- performance > perception

- is about “(re)positioning”

you change their minds


renaming reBranDing

tactical

strategic

(re)positioningimpacts

marketing & communications

name changeimpacts

communications

Brandhome rebranding matrix®

(re)positioningimpacts

entire organisation

(hr, bizmodel, operations, finance,...)


renaming reBranDing

tactical

strategic

new Tempo-TeamVedior/Tempo-Team


1 2


renaming reBranDing

tactical

strategic


Orange/BASE

BASE/BASE freedom of speech

1 2a

2b


renaming reBranDing

tactical

strategic


Fortis/BNP Paribas Fortis

BNP Paribas Fortis

1

2


renaming reBranDing

tactical

strategic


MINI

MINI

1

2


renaming reBranDing

tactical

strategic


DELTA nutsbedrijven

DELTA, the multi-utility company

1

2


renaming is no rebranding



rebranding can include a renaming




renaming often preceeds a rebranding




renaming often preceeds a rebranding

when market goes down, renaming goes up

when market goes up, rebranding goes up


libertel Vodafone Ptt Post tPg Post tnt Post tnt BBl ing gardner merchant

Van hecke restaura sodexho stassano campina melkunie Pal Pedrigree treets

smarties Bonitos m&m telfort o2 cge itt alcatel centraal Beheer achmea |

rtt Belgacom roccade Pink elephant Pink roccade akZo nhm amsterdamse

Bank twentsche Bank rotterdamse Bank aBn-amro generale Bank aslk Fortis

aBn gemeentekrediet artesia Dexia hamburg-mannheimer ergo life itineris Ft

orange sony ericsson Fujitsu siemens Philips ge Black & Decker mini union

miniere umicore nec nokia Breezer Brt 2 canVas Donna mnm JiF andy

ciF Danone iBis Veronica Yorin sabena sn Brussels kPn Brussels airlines |

Planta Brio arthur andersen accenture kPmg Bearing Point gulf Q8 walibi six

Flags compaq hP Dutchtone arbeidsvoorziening kliQ capability Vedior tempo-

team BnP Paribas Fortis société générale crédit agricole newedge Zoo antwerpen

Planckendael Cardoen Tunis Telecom Elissa Interbrew InBev AB InBev SP sp.a

cVP cD&V enduris Barclays kent Vu nV-a Zuma hema V&D raider twix

evolta oxxio meXX ago ennia aegon Basiqair transavia nmB ing Zaire

congo Prince the sex symbol calvé unox royco Bt Fet De tijd Ben 3

gran Dorado center Parcs seca Jet lukoil heidemij arcadis smiths lays Vnu

sanoma golden tulip nh wattPlus essent Voka VeV Xerius ageas ag |




















YOU GUYS JUST CAN’T

GET ENOUGH

CAN YOU?




















178 rebranding & renaming

operations analysedthe

BEST kEPT SEcRETS in BranDing


5 insights

1. YOU NEED TO HAVE THE MONEY

no formula for budget calculation of renaming and rebranding operations exists

however in some cases spending increases to 12 times the annual communications budget


5 insights

2. BUDGET OVERSHOOT IS EXPEcTABLE

9 out of 10 renaming and rebranding projectshave budget overshoot of more than 32%

lack of know-how, underestimated impact, complex decision process, internal politics


5 insights

3. FAILURE IS JUST AROUND THE cORNER

1 out of 2 rebranding projects fails to meet their strategic goals... and thus business goals and financials

lack of know-how, insufficient budget, aggressive competitive reaction, consumer dissociation


5 insights

4. YOU PUT YOUR MARkET SHARE AT RISk

renaming and rebranding are moments when a company lowers its defense and market share and value are at risk

market share gains up to 12% market share loss of up to 23%


5 insights

5. INTERNAL BRANDING IS FORGOTTEN

your best employee before a rebrandingis most probably your worst afterwards

internal employee dissociation is the biggest pitfall in rebranding and renaming operations, hence the growing importance of internal branding


10 Bells to ring

1. renaming or rebranding; what are you facing



2. make sure you have the cash; show me the money

10 Bells to ring




3. ceo buy-in necessary; force it or step down

10 Bells to ring





4. appoint project team; mix and create new team

10 Bells to ring






5. get specialists involved; they know more than you

10 Bells to ring







6. start internal alignment program asap; hr is key for success

10 Bells to ring








7. face the consequences; be consequent and be tough

10 Bells to ring









8. if you are a listed corporate brand; save your money

10 Bells to ring










9. before launch doubt will hit; stay focussed

10 Bells to ring










9. before launch doubt will hit; stay focussed

10. start in time; at least 6 months prep

10 Bells to ring


some numBers

> 3.000.000 active brand names worldwide

average uk person knows 15.000 to 45.000 words, 23% is used according to gls

the average person knows less than 0,23%

the world has changedrenaming doesn’t do the job anymore


Your shower Question For tomorrow

why should brands still want to rename?

do you want to change your name?or do you want to change their minds?

erik saelens

the marketing Shower: Brandhome about Rebranding

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