Feature Articles Rebranding at a Deeper Level by St John Craner Too often companies perceive rebranding as a shallow cosmetic exercise. New PMS colour here, tweak of the logo there and throw in some nice TV ads. Done deal. Not so. In order to compete, be differentiated and sustain a competitive advantage, organisations need to push the brand much deeper to their internal core: their people. More...
The
Corporate Name: To change or not to change
by James Bell The announcement
ads are everywhere-in magazines, in newspapers and on
television. Hundreds of companies, large and small,
change their names every year. The Wall Street Journal
reports that some 400 to 800 annually make a name change, and these numbers don't include the thousands
more that only consider such a move. Why is it that
so many corporations are reassessing their names? What
spurs them to undertake a procedure that is often painfully
emotional, and, in all cases, is time consuming? More...
Making
Your Old Brand New: How to reinvigorate your brand with
a memorable tagline by Eric Swartz In the customer's mind,
your brand is forever being weighed, measured, compared
and tested. To ensure its continued vitality and effectiveness,
refresh and reaffirm your brand on a routine basis.
The question is: How can you breathe new life into your
old brand without reinventing the wheel or busting your
budget? Think tagline. More...
Hip
To Be Square: H&R Block gets a brand makeover
by Peter J. Burger If you've walked past an
H&R Block retail location recently, you probably
couldn't help but notice the company's striking new
visual identity. Formerly including three logo versions-one
red, one blue and one black-H&R Block's logo now
consists of a snappy, neon-green block next to the company
name. It's part of the hip new brand identity system
of a company on the move. More...
Rebranding
Zeno
by John Berard In a web
cast on 2004 October 1, CEO Jerry Epstein announced
that his agency, PR21, was becoming the Zeno Group.
Epstein spoke to employees in New York, Los Angeles,
Chicago, Washington, D.C., Seattle and San Francisco,
highlighting the significant changes that had transformed
the agency and precipitated the rebranding endeavor.
The firm formerly
known as PR21 had reorganized itself to better meet
the needs of the market, added experienced staff to
fill key positions, and developed significant new relationships
that, when added to its long-standing client roster,
resulted in a 50 percent growth rate. The relaunch of
the agency was built on these changes. More...
Columns Visually
Speaking
by Suzanne Salvo   
Light,
Lens and Location— the
answer to office photo monotony Question 1:
Visually speaking, what do all corporations around the
world have in common? Answer:
A) employees
B) office
space
C) computers
D) all of
the above together
More...
Case
Studies
- "Branding King's University College," Honey Design, Marketing & Communication
- "Hanson Brick: Launching North America's biggest brick manufacturer," Argyle Rowland Communications
- "You Won't Have Prunes To Kick Around Anymore— California Prunes Change Name to Dried Plums," Ketchum
Industry
News
- Robin Hood Gets the Elbow in Nottingham Rebranding
- Coca-Cola: The A to Z of Rebranding
- Looking Great, Mate
- Cape Consumers—Rebranding After Nearly Sixty
Years of Success
- ReBrand 100 Recognizes the Best of the Best In Rebrands
Related
Links Related Links provides additional articles and resources for understanding this month's topic of rebranding. You can also find these links alongside each corresponding feature article for quick reference.
- "Dancing the Tagline Tango," by Paul Quinn
- "A Rose by Any Other Name: Rebranding campaigns that work," by Jack Kaikati and Andrew Kaikati
- "Trials and Tribulations of Global Naming," by Ed Meikle
More...
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