Tropicana, Gap & Dunkin’ Donuts: The 3 Biggest Pitfalls in Rebranding
A rebranding is an exciting step for any brand. It potentially results in a brand revival, but in reality, rebranding transitions can mainly count on ruc recognition and a confus consumer.
Effective rebranding processes have in common that they make the brand more attractive, without cutting into the pillars of recognisability that have been carefully built up over the years. Difficult, but it is possible. Consumer psychology can help with this. In this article I will therefore list the three most common mistakes in rebranding.
Your most recognizable brand assets are going in the trash
Byron Sharp caus a seismic shift in the field of branding with his How Brands Grow books. The typical consumer is not a passionate brand loyalist (however much brand managers would like otherwise) but above all a lazy creature of habit.
Especially this last one – brand recognition bas on brand assets – is where rebranding can easily take a big bite out of sales. So don’t just say goodbye to your most recognizable building blocks, such as a logo, slogan, colors, fonts and any other assets. There’s a good chance that they’re working hard to give your brand the front row in the customer’s mind.
The extent to which this association network is norway email list 1.6 million contact leads activat depends on the strength of your brand assets. Brands are literally association networks in our brains. The more assets activate your brand, the stronger the bridge between advertising and purchase situations.
How do you know what you can change?
Some of your brand assets are essential to your brand recognition. Other assets can be easily chang without damaging your brand. So how do you know which category a specific brand asset falls into?
You can measure this objectively, according to online marketing: the trends & tips for the second half of 2024 the protocol of Romaniuk & Nenycz-Thiel (2014). You show respondents a brand asset (isolat, with the brand name eras), after which they have to indicate which brands come to mind.
This spontaneous question structure is essential (instead of alb directory aid multiple choice), because this is exactly how brand assets work: they should activate the brand, without you seeing the brand itself. Bas on the responses, you can calculate how well-known (does the asset activate the desir brand) and unique (does the asset not activate competitors?) it is.