LinkedIn emplea cookies para mejorar la funcionalidad y el rendimiento de nuestro sitio web, así como para ofrecer publicidad relevante. Si continúas navegando por ese sitio web, aceptas el uso de cookies. Consulta nuestras Condiciones de uso y nuestra Política de privacidad para más información.
LinkedIn emplea cookies para mejorar la funcionalidad y el rendimiento de nuestro sitio web, así como para ofrecer publicidad relevante. Si continúas navegando por ese sitio web, aceptas el uso de cookies. Consulta nuestra Política de privacidad y nuestras Condiciones de uso para más información.
Instead of spending money on cosmetic changes like rebranding the logo, the colors, or packaging, spend money on true innovation, improving product, service and quality. These will lead to longer lasting lifts in revenue.
Methodology 1. We use change
in search volume to detect awareness and interest in the rebranding. 2. We use actual corporate financials for the 2 quarters after the rebrand to determine if there was any business impact. April 16, 2012. 2
So what? If not rebranding,
then what? “Instead of spending money on cosmetic changes like rebranding the logo, the colors, or packaging, spend money on true innovation, improving product, service and quality. These will lead to longer lasting lifts in revenue.” - Dr. Augustine Fou, Chief Digital Strategist April 16, 2012. 14
Dr. Augustine Fou – Chief
Digital Strategist Dr. Augustine Fou is Chief Digital Strategist of Marketing Science Consulting Group, Inc., a company he founded over 11 years ago. He is an industry- recognized thought leader in digital strategy, search and social media marketing and former Group Chief Digital Officer of Omnicom's Healthcare Consultancy Group. Dr. Fou is also an Adjunct Professor at NYU in the School for Continuing and Professional Studies and at Rutgers University at the Center for Management Development, where he teaches courses on digital strategy, social media marketing to executives. He is a frequent panelist, moderator, and keynote speaker. Dr. Fou completed his PhD at MIT at the age of 23. He started his career with McKinsey & Company. He writes a monthly column on Integrated Marketing for ClickZ.com, and can be found on Twitter.com @acfou. April 16, 2012. email@example.com 15
Melisa Lopez – Digital Media
Director Melisa Lopez has over 7 years of experience in ecommerce, digital media marketing, and Internet strategy consulting as founder of MR Roses Flower Co, and WPS Digital, a digital marketing company. Melisa Lopez is a former Client Analyst at Goldman Sachs. Melisa earned her MBA from Florida International University, and a Professional Certificate in Digital Media Marketing from New York University. She is a magna cum laude, Bachelor of Arts in Economics, of Universidad San Francisco de Quito Melisa can be found on Twitter @carmenmel LinkedIn: http://www.linkedin.com/pub/melisa-lopez/4/488/962 April 16, 2012. firstname.lastname@example.org 16
Mountain Dew: Logo (2009) Search
volume: steady April 16, 2012. 2009: Pepsi reported revenue of $1.1 billion in the quarter – a decline of 4% compared to 2008 24
Gatorade: Logo (2009) Search volume:
no change Old logo awareness 82% versus 43%!! …Gatorade’s sales volume decreased 13.7% in the first quarter of 2009 - Its market share decreased 6.3%. …Rebranding has hurt Gatorade’s sales by making the brand unrecognizable on shelves… April 16, 2012. 25
February 2009 – Tropicana Reverts
Design after 19% ($33 million) drop in sales Tropicana Line's Sales Plunge 20% Post-Rebranding AdAge 4/2/2009 Tropicana Discovers Some Buyers Are Passionate About Packaging The New York Times 2/22/09 In Blow To Arnell, Tropicana Drops Package Redesign BNET 2/23/09 April 16, 2012 26