rebranding

Vodacom Goes Red With a Splash

Posted by Shirley Brady on April 5, 2011 02:30 PM

Now that it's majority owned by the UK's Vodafone, the South African wireless brand Vodacom has rebranded, changing its official color from blue to red and adopting a new tagline ("Power to You"). But as it notes below, it's more than just a new paint job — and there are some interesting twists and turns to its new image.Continue reading...

campaigns

Carlsberg Calls for New Brand Positioning

Posted by Barry Silverstein on April 5, 2011 12:00 PM

Carlsberg, arguably one of the world's premium beer brands, is getting its most significant makeover since the beer's origination in 1847.

Call it part of brand rejuvenation — a phenomenon that occurs when a brand sets its sights on aggressive growth in a market where demand might be softening and competition is fierce.Continue reading...

lather, rinse, rebrand

Playtex Looks to Lift and Separate Branding

Posted by Abe Sauer on March 25, 2011 11:00 AM

Are you a woman? Does the brand name "Playtex" mean anything to you? Anything good? If so, you also may be the new target of the £1m campaign in the UK to reposition Playtex as the underwear brand for women over 50. You might say it hopes to shape women in more ways than one.Continue reading...

rebranding

Hotels Swap Brands to Refresh Local Properties

Posted by Barry Silverstein on March 17, 2011 12:00 PM

As the W Hotel officially opened its first property in London last night with a bash that included a performance by Mick Jones and Roger Daltrey (a pre-opening sneak peek shows its Leicester Square surroundings, above) another trend is sweeping the hotel world.

Rather than opening new properties, major hotel brands are using a new strategy to grow. Squeezed by rising costs and tight credit, they're "reflagging" or rebranding to convert an existing hotel property to be part of a different brand family.Continue reading...

quote unquote

Starbucks: "Everywhere, Accessible, Predictable"

Posted by Shirley Brady on March 13, 2011 12:15 PM

“Has anybody said they came back because people love the coffee again? They came back because they’re remaking themselves as a brand that competes on value, largely — a brand that’s everywhere, easily accessible, predictable."

— Bryant Simon, author of "Everything but the Coffee: Learning About America From Starbucks," commenting in "A Changed Starbucks. A Changed C.E.O." in today's New York Times

 

design watch

Would You Let Your Logo Have 40,000 Permutations?

Posted by Shirley Brady on March 10, 2011 11:15 AM

MIT's famed Media Lab would, tapping a couple of alumni designers to reimagine its visual design and logo to celebrate its 25th anniverary. Check out the explanatory video above, and read more on Fast Company's Co.Design.

in the spotlight

Starbucks Turns 40 Today With New Look, Menu Items

Posted by Shirley Brady on March 8, 2011 08:00 AM

Starbucks isn't the first siren to turn 40 and reveal a fresh face to the world. Yes, it's had some work done — and it's asking customers to be kind and "give it time." (CEO Howard Schultz told USA Today about the logo and rebranding brewhaha, "I do like the fact they're talking about us.")

Four flagship locations will unveil the new logo signage and packaging today: Solana store in Beijing — timed to the launch of its VIA instant coffee packets in China — plus Avenue de l'Opera in Paris, Brompton Road in London, and Times Square in New York. 

A new advertising campaign touting "moments of connection" will roll out in newspapers and TV next week, while in-store freebies and new menu items will thank customers for their loyalty.Continue reading...

quote unquote

Starbucks CEO on Brand's 40th: "I do like the fact they're talking about us."

Posted by Shirley Brady on March 7, 2011 12:00 PM

"I can't answer why people are so emotionally linked to what we do or why they like or don't like us so much. I do like the fact that they're talking about us. ... Over the past 18 months, we've become more relevant to our core customer and younger audience. The maturation of the company has enabled this. These are the best of times for Starbucks."

— Starbucks chairman and CEO Howard Schultz to USA Today in a Q&A highlighting Starbucks' 40th anniversary on March 8th, hotly debated rebranding and how it's evolving.

In addition to releasing a limited-edition tribute coffee, the brand is celebrating its anniversary this week by giving customers a treat with beverage purchase — details below.Continue reading...

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