Brand Revitalization

ebook Ser ies: Volume 26
the promise behind the brand.
9 rea SonS brand reVitalization fail S

9 reasons
brand revitalization fails

CLICK SCREEN TO BEGIN.
Hit escape to return to normal screen mode.

©The Russo Group, 2010. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.

1 < back | Home | next >


TABLE OF CONTENTS

intro ............................................................................................................................................................................................................3
Superficial brand revitalization .........................................................................................................................................................4
the blame Game ....................................................................................................................................................................................5
campaign-based Solutions ..................................................................................................................................................................6
irrelevance ...............................................................................................................................................................................................7
forgetting the Past .................................................................................................................................................................................8
following the text book .......................................................................................................................................................................9
operational Savvy ............................................................................................................................................................................. 10
listening to feedback ..........................................................................................................................................................................11
thinking it ends .................................................................................................................................................................................... 12



Intro
When profits and sales are dropping, we
sometimes have no choice but to return
to the drawing board. Many floundering
companies use a revitalization attempt as a
way to re-brand their identity. Sadly, 80%
of all brand revitalization efforts fail. That
is a sad, honest fact. So how can someone
fail if they’re honestly trying to make a
positive difference?



SuperfIcIal
Brand
revItalIzatIon
This effort involves making appealing design changes
and maybe a few marketing changes without addressing
the substance. If a brand loses its identity or attention,
it’s because of something internal. Superficial brand
revitalization can best be explained by someone dressing
up an envelope and not even bothering to proofread the
letter inside. There is no reason for consumers to believe it.



the Blame
Game
Some businesses are quick to blame the ad agency
for leading their brand on a misguided path. In
all truth, no one should be blamed for having an
unfocused vision of the brand position than the
company itself. Businesses should realize that paid
media, even viral social networking, are not brand
positioning. Uncovering the real reason to believe in
your business requires a willingness to avoid middle-
of-the-road positioning.



campaIGn-BaSed
SolutIonS
The pressure to achieve growth is leading to a trend
in high turnover for senior level management. This has
created the need for short-term gain. Often the branding
assignment is constructed hastily in an effort to attract
new business quickly with campaign-based solutions.
Learn from the mistakes of Kmart, Circuit City and Linens
N’ Things and look towards strong, long-term-oriented
brands like Nike, Dockers, etc. Try to see the big picture
instead of a quick fix.



Irrelevance
If a brand has become irrelevant, then it’s time to
change. It’s that simple. Businesses can no longer
afford to stick to the marketing solutions that have
become tradition. Everyone is aware of how scary
new possibilities can be, but the only way to grow is
to change. The solution: a business must reposition
themselves as relevant to today’s consumer in an
effort to stay afloat. Learn the new rules of retail
and branch off from the line of tradition that your
business has been a part of.



forGettInG
the paSt
On the topic of tradition, a brand should always
move forward with an eye on the past. A solid effort
must include a look at where the brand has been
and what made it great (or hurt it) in the first place.
If the company were to research its Brand strategy
documentation left by previous management, it
would probably yield something useful and pure. A
read through your Brand’s history will increase your
chances of not repeating it.



followInG the
text Book
More and more brands are flopping because
management and creative are following the textbook
rubrics for brand creation. Although this keeps your
thought process organized, the final product will
always be safe or weak. Basically, functional benefit
models do not allow for intangibles such as sense,
feeling and meaning; all of which are essential for a
brand to resonate with a consumer.



operatIonal
Savvy
Keep in mind some of the most basic aspects of retail:
• Organization (Quality of management, flexible
culture and the will to innovate)
• Logistics (supply chain management)
• Administrative Systems (information management)
• Supplier relationships (differentiated
merchandising mix)
• Finance (planning/budgeting)

This operational savvy will provide retailers the opportunity
to prove their positioning and keep their promises.



lIStenInG to
feedBack
Truth: Customers are unbelievably more advanced
and demanding than they were 20 years ago.
They are looking for a store experience, not just a
product. Whether in-store or online, we want to be
more emotionally involved in our shopping. Retailers
are now competing with leisure activities. Bottom
line: It’s not what you think, it’s what they think that
becomes true.



thInkInG It
endS
Revitalization is an ongoing job. Strong brands
have visionary leaders with the ability to face
any level of competition, thrive during economic
fluctuations, and grow into additional markets.
Brand revitalization is not for everyone in the same
way that survival is not mandatory.



RUSSO IS A STRATEGIC BRANDING AGENCY –
AND AS A BRANDING AGENCY, WE ARE BELIEVERS.

Here, we believe in the promise behind the brand.
And here, we believe that changing the conversation motivates consumer behavior.

Through the use of consumer insight, we develop branding initiatives for our clients
that form emotional connections with their consumers.

for more information on branding, social media
or to learn more about the russo Group, drop us a line, we would love to hear from you.

116 e. congress St., downtown lafayette, la 70501 | 337.769.1530 | f 337.769.1531
www.therussogroup.com | www.razorbrandingblog.com | jaci@therussogroup.com



9 reasons
brand revitalization fails

©The Russo Group, 2010. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.


Brand Revitalization

Recomendados

Recomendados

Más contenido relacionado

Destacado

Destacado (17)

Similar a Brand Revitalization

Similar a Brand Revitalization (20)

Más de Jaci Russo

Más de Jaci Russo (9)

Último

Último (20)

Brand Revitalization