ING Direct Rebrand to Capital One 360 Irks Orange Ball Loyalists

Posted by Sheila Shayon on November 15, 2012 02:14 PM

In June 2011, the Dutch financial services giant ING Group agreed to sell ING DIRECT USA to Capital One as part of a restructuring agreement with the European Commission. As part of the deal, ING Group permitted the use of "ING DIRECT" only until February, 2013, so the companies adopted Capital One 360 as its new brand name.

As a result, the distinctive ING Direct orange ball is rolling into the archives, to be replaced by Capital One's red-and-blue logo with the addition of a red ball enclosing the number “360” with a sideways chevron. But not all current ING Direct US "Savers," as they like to call their Facebook followers, are convinced. Some fans just can't let go of the ball.

ING Direct customer David Mejias started a “save the orange ball” petition on, while another brand loyalist, Maria Elena Villegas, posted on Facebook: “So, Capital One bought the rights to the orange ball only to destroy any brand recognition and customer loyalty amongst ING customers? If anything, they should have rolled everything over to look and feel and work as ING Direct works. This is an absolute waste of branding, customer loyalty, and potential goodwill or at least neutrality from current ING customers by Capital One.”Continue reading...


Freshly Rebranded Ryder Cup Tees Off in Chicago

Posted by Mark J. Miller on September 28, 2012 05:44 PM

Most of the world’s best golfers are hanging out in the suburbs of Chicago this weekend, but they're not there to share a cold one and reminisce about good times. It’s the 39th Ryder Cup, the golf tournament that features the best players in Europe taking on their American counterparts every two years. 

The tourney, featuring such pros as Tiger Woods, Sergio Garcia, Rory McIlroy, and Jim Furyk, kicked off Friday and should finish up on Sunday, barring any unforeseen incidents. It is one of the few events that pro golfers team up to play rather than competing as individuals. Europe has won all but two of the events since 1995, but the Americans have the home-course advantage this time around.

Economies can be crumbling. Hemlines can be rising. Icebergs can be melting. But pretty much nothing stops these two sides from doing battle for bragging rights. After all, there is no prize money involved. It’s all about pride. And this time around, everybody around will be sporting new Ryder Cup logos, which was designed by the folks at Interbrand, which just happens to own brandchannel, as part of a brand refresh to help this tourney stand apart from all the endless rest.Continue reading...


New Zealand Loses The National Bank Brand in ANZ Merger

Posted by Shirley Brady on September 26, 2012 02:23 PM

The National Bank's distinctive horse logo with green branding in New Zealand is disappearing. Parent ANZ National Bank is merging the country's biggest bank, which has traditionally served rural and small business owners, with its smaller ANZ brand, which recently came in last in a survey of business customers.

The two-year, NZ$100 million rebranding of The National Bank to ANZ comes almost a decade after ANZ bought the bank from Lloyds TSB, and will see at least 200 positions and 20 branches eliminated.

The move, called "risky" by banking ratings firm Roy Morgan, is being explained to customers on a microsite, on Facebook and in the YouTube video below.Continue reading...


Restoration Hardware Ditching 17 Letters in RH Rebranding

Posted by Mark J. Miller on September 19, 2012 10:17 AM

Get ready to be nostalgic for Restoration Hardware. The retailer that once scarily commodified the products of an entire generation’s youth as it grew through the ’80s and ’90s is reinventing itself to forget about the nostalgia and pay more attention to high-end furniture, the Associated Press reports.

The rebrand will include simplifying the name of the place to RH. "RH enhances our identity and moves us beyond our hardware store beginnings," CEO Carlos Alberini said in a statement. "It enables us to leverage our core capabilities of innovation, curation and integration of new ideas and businesses."

This is the next step for a chain that has been changing since Stephen Gordon launched it in 1980 and severed ties in 2005, through to when Sears acquired a stake in 2007 and the company was sold back in 2008 to a private-equity firm.Continue reading...


Yves of Destruction: YSL Reveals 'Saint Laurent' Branding

Posted by Mark J. Miller on July 24, 2012 05:14 PM

Yves Saint Laurent announced last month that it was dropping the Yves from its ready-to-wear line, and the logo looks to have shed a little weight as well.

A big departure from the brand's iconic intertwining YSL letters, the new logo (revealed on its Facebook page) is all caps in white type on a black background, signaling a return to an earlier period of the company when the logo type was much simpler and straightforward. New York magazine notes commenters on the brand's Facebook page harrumphing at the change. "Where's the iconography? This is not iconic," said one. "YSL without the Y is not YSL," wrote another.

Looks like recently appointed creative director Hedi Slimane is going to have a lot of defending to do while designing the next line of clothes and bags — or NYC T-shirt company Rocksmith may feel compelled to cover up the brand's logo yet again.


YSL is Rebranding Ready-to-Wear Line (Only) to Saint Laurent Paris [UPDATED]

Posted by Sheila Shayon on June 21, 2012 05:05 PM

Hedi Slimane, newly installed creative director of the Yves Saint Laurent fashion empire, is reportedly spurring the iconic brand name and signature logo created in 1961 at the inception of the house to Saint Laurent Paris. “For Slimane to make the decision to change YSL to SLP before his first collection for the label has been shown is a strong statement about regime change. Clearly, Slimane intends to do things his way," commented the Guardian.

“WWD assures us that the classic YSL logo 'will not disappear,'" reports Racked. In fact, Slimane's rebranding looks to the past as well as the future: He's hoping to tap into the sense of youth and modernity that Yves himself captured with his Saint Laurent Rive Gauche ready-to-wear line in 1966.”

Update: Yves Saint Laurent provided the following statement to brandchannel clarifying the evolution of its branding:

The YSL logo, created by Cassandre in 1961, will remain intact and the name Yves Saint Laurent will continue to be used and represent the fashion house. The Ready-To-Wear line, originally called "Saint Laurent Rive Gauche" in 1966, will now be called "Saint Laurent Paris." Therefore the principal change will be the RTW’s name, "Saint Laurent Paris" and the fashion house will continue to go by the name Yves Saint Laurent. Continue reading...


"Nobody Doesn't Like Sara Lee"- Except Hillshire Brands

Posted by Barry Silverstein on June 6, 2012 06:05 PM

In the annals of brand taglines, "Nobody Doesn't Like Sara Lee" is considered a timeless classic. It evoked images of delectable baked wholesome goodies, fresh from the oven. As a result, the Sara Lee name was indelibly etched into the minds of a generation of moms. (Actually, the full tagline was "Everybody doesn't like something, but nobody doesn't like Sara Lee.")

But that was yesterday. Today's Sara Lee is moving in an entirely new direction — with a product line that concentrates on packaged meats rather than baked goods. So goodbye "Sara Lee" and hello Hillshire Brands, the official new name of the food company's North American foods business as a result of its corporate split. According to a press release, "The new name of the company ... will become effective after the June 28, 2012 spin-off to shareholders of its international coffee and tea business."

It's a natural evolution, given the fact that Sara Lee had already divested itself of the snack cakes and cookies that were its claim to fame. Still, when a brand name with the equity of Sara Lee is abandoned, well...Continue reading...

brand extensions

Pure Genius: What Won't Richard Branson Slap the Virgin Brand On?

Posted by Mark J. Miller on May 30, 2012 11:01 AM

From his humble roots as a seller of vinyl LPs to the spotty youths of Great Britain, Sir Richard Branson has extended the Virgin brand name from record shops to an array of businesses including airlines, mobile phones, space and deep sea travel, hotels, bridal boutiques, cheeky health clubs, beverages (including vodka, cola and wine), gaming, banking and beyond. Now Brits will soon be finding the Virgin brand on another product: water.

The home of the elastic brand today announced a partnership with Israel-based Strauss Water to rebrand its Strauss Water UK business as Virgin Pure, a system that filters water straight from the plumbing system to provide consumers with chilled or boiling water “at the touch of a button.”

"I love businesses that help to improve our way of life,” Branson stated. "Pure, chilled and boiling drinking water at the touch of a button means no more lugging bottles home, waiting for filter jugs to trickle through or kettles to boil for that great cup of tea."Continue reading...

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