There are many reasons a business or organisation may choose to rebrand – to reach new customers, position itself differently in the market or simply to refresh an image or identity that is perceived to have become stale, out-of-date or passé
Sometimes, a rebrand can be hugely significant; signalling a directional change for a business, as opposed to simply a cosmetic one – particularly when it’s the result of a change in ownership or a merger.
While a successful rebrand can certainly boost or completely turn around a company’s fortunes; in times of hardship or economic uncertainty it could ensure its very survival.
The past few weeks have seen several major businesses opt for such a drastic change, from the long-awaited and much-needed shedding of John Lewis’ borderline incomprehensible ‘Never Knowingly Undersold’ slogan, to the somewhat confusing repositioning of GoCompare as Go.Compare.
Speaking to Simon Lloyd, chief marketing and customer officer at sustainable paint firm Yes Colours alongside marketing expert and analyst, Danny Denhard, Marketing Beat breaks down a series of recent rebrands and asks the experts for their verdict on whether or not they achieved their desired goals…
John Lewis
Following long-running speculation, the heritage retailer finally confirmed that it would be dropping its iconic, if outdated ‘Never Knowingly Undersold’ slogan in favour of the rather nondescript ‘For All Life’s Moments’.
Created by Adam&EveDDB, the new tagline was designed to capitalise on the so-called ‘Moments Economy’. For many however, the extensive rebrand has fallen rather flat.
Lloyd: “I understand that John Lewis wants to be seen more as a lifestyle brand, but I am not convinced this will give them the distinctive advantage that I think they are hoping for.
“Many brands can sell on providing products for life moments but how many can give the price guarantee they have become famous for? I don’t feel this was needed and they may have been better to re-enforce their current proposition.”
Verdict: Unconvincing
Denhard: “Like most traditional brands there comes a time you need to do more than a simple reposition or tagline change. For new customers I am unsure this reposition will land.
“It’s a well-timed and calculated move paired with the macroeconomic situation in the UK, over time I can see its effectiveness increasing, most likely in time for Christmas.”
Verdict: Largely cosmetic, but positive
Go.Compare
In typically flamboyant fashion, Go.Compare announced its rebrand with a primetime sponsorship of ITV flagship musical entertainment programme The Voice.
With such a recognisable brand identity, some may question the necessity of this move, although many are pointing to the SEO benefits of a snappier URL.
Lloyd: “I assume that there are strong business reasons that warrant the URL and name change to create more efficiency and stand out in a crowded market.
“For consumers, I think this change will be subtle and many won’t really notice it. Their decision to continue campaigning as they always have done is a sensible approach and should maintain awareness levels.”
Verdict: Positive, albeit superfluous
Denhard: “I’m not convinced Go Compare needed to rebrand, it is however nicely executed and enables it to appear more contemporary.
“In a competitive space known for gimmicks and meerkats, this might gain cut through with a volume approach to advertising. They have also been smart with how the rebrand connects with TV sponsorship.”
Verdict: Unnecessary, but intelligent
Sodastream
Iconic fizzy drinks firm Sodastream unveiled a new brand identity earlier this month, with a renewed focus on sustainability and environmental sustainability after suffering from waning relevance among younger generations.
Lloyd: “For me this rebrand makes a lot of sense. Sodastream is an iconic, heritage brand but does need to keep relevant to a changing consumer market, re-engage an existing and lapsed customer base and attract new customers to the brand by standing for something different. I therefore believe this is needed and should work for them.”
Verdict: Make or break, positive
Denhard: “Sodastream appeared to struggle to understand its place in the market before the Pepsico acquisition, a rebrand was needed to reintroduce the brand to younger generations.
“Like many rebrands the approach to how much they advertise the change is key to know if it is effective. I am skeptical on if this rebrand will be enough for Sodastream.”
Verdict: Much needed, uncertain outcome
School of Marketing
Specialist marketing mentoring and apprenticeship provider, the School of Marketing revealed a new brand positioning and revamped website this month in a bid to spark greater public awareness, backed by an extensive campaign featuring a range of industry leaders.
Lloyd:
“As a mentor with the School of Marketing, I think this is an excellent initiative for young marketeers to learn from respected leaders in our industry.”
“This campaign was needed to drive broader awareness and enlist new recruits for this excellent network. ’Stand on the shoulders of industry giants’ positions the School of Marketing in a perfectly succinct and emotive way.”
Verdict: Positive
Denhard:
“The School of Marketing has approached its repositioning well by embracing industry leaders and understanding the issue most platforms like this face, saturation. A repositioning or rebrand often is not enough to move the needle.”
“If the industry leaders continue to push and help to promote alongside word of mouth, it can have a positive impact.”
Verdict: Not needed, will need strong backing to work
House 337
Following the purchase of Engine Group by media firm Next Fifteen earlier this year, a merger with ODD had been mooted for several months and finally came to fruition with the creation of a new agency, House 337, which launched a little over three weeks ago.
Lloyd:
“It’s customary for agencies to rebrand when bringing different parties or disciplines together in order to signal to clients that they have changed with a new or re-focused offering.
“I believe this rebrand will be helpful in enabling Phil Fearnley and his team to not only reposition them externally, but also reset the culture and what they stand for internally.”
Verdict: A tall order, but positive
Denhard:
“When brands or agencies merge you have to understand which brand is the strongest and how to get the internal teams and clients behind the rebrand.
It will take a long time to adopt the name, their work and delivery is going to be key in making the rebrand successful, not the marketing around the rebrand.”
Verdict: Uncertain, time will tell
