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
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...
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...
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
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
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...
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...
chew on this
Posted by Dale Buss on March 4, 2011 01:30 PM
The U.S. pork industry’s iconic marketing slogan, “The Other White Meat,” was crisp and clear and clever and to the point. And when it was introduced 24 years ago, the slogan connected easily with a generation of American consumers who were becoming uncomfortable with the fat and cholesterol in red meat.
Will pork producers’ new campaign and slogan, “Pork: Be inspired,” make the same kind of connection?
It’s not as catchy as its predecessor, to be sure. But industry executives insist that the new positioning will strike the right note with its main target, which – presumably unlike the audience for “The Other White Meat” — is existing pork eaters.Continue reading...