Over time brand images can get exhausted and need a refresh – on average an organisation updates their identity every seven to ten years – but there are also many other motivations for companies to rebrand. At MarketInvoice the word rebrand is pretty hot right now as we launched ours just last month.
We thought it’d be great to share with you our favourite and most successful rebrands of recent times and the different motivations behind them.
And the MarketInvoice rebranding award goes to…
1. Best merger or acquisition rebrand
The marriage of two businesses is one instance that usually results in an immediate rebrand. If you want to tell a tale of happily ever after for the union of two businesses what better way than to go all out with a lovely new logo that sends a message of confidence and cohesion to your clients.
In September 2009 Orange and T-mobile announced a 50/50 joint merger. Launched in 2010 the new brand Everything Everywhere was a name that was intended to capture the vision and ambitions of the third and fourth largest mobile providers in the UK.
The marriage admittedly had a rocky start and in 2012 it was back to the drawing board and the company rebranded oncemore, this time pretty successfully creating greater reach to multiple sectors of the market. With it’s shorter and snappier name and logo ‘EE’ it was a resounding success for the network. Offering the first access to 4G set allowed them to streak ahead of their competitors and to experience considerable growth and increase in value.
We’re really glad they got their fairy tale ending.
Their new brand is cohesive, slick and modern and communicates with confidence for the leaders in innovation and technology in the mobile network arena.
2. Best logo
Designing a good logo can be a challenge. It needs to be memorable and not too complicated but communicate for your brand and create your identity.
If you’ve been in business a while it also needs to be in keeping with your identity and be recognisable.
Maybe it’s a little obvious but it’s a great example of an image refresh that looked great and delivered in terms of the big plans the company had for it’s future. When ‘Apple Computers’ became ‘Apple Inc’ they needed a logo change that could really represent their amibitions. The reincarnation of the rainbow apple of their niche-computer-market-yesteryear became the grown up and slick platinum apple of the multi-product market leader brand we know today and rocketed the company into the 21st century.
3. Best market growth/world domination
Going from what was essentially just an independent gallery to evolve into a global art brand, Tate wins this one for us.
They recruited the international brand consultancy company Wolff Olins who truly delivered on concept and a recognisable logo with tonnes of aesthetic appeal.
The rebrand was designed to coincide with the opening of two new sites in St.Ives and Liverpool back in the 90s but has led to global recognition and really put Britain on the art map. Art was brought to the masses and the previously named Millbank and Bankside galleries in London got more descriptive labels as Tate Britain & Tate Modern.
As The Observer quite beautifully phrased it back in 2005:
“Tate has changed the way that Britain sees art, and the way the world sees Britain”
4. Best reinvention
Little over a decade ago Marks & Spencer was suffering from a severe and unshakeable case of granny brand out-datedness. Their sales had slumped and shopping there wasn’t in any way regarded as a positive thing. They’d missed the boat a couple of seasons in row with their fashion lines and their other products, the St. Michael’s food range was also tired, a bit bland and ordinary. Cue the unveiling of a new brand image that oozed sex appeal and sophistication (well, relatively!). Perhaps the best use of Helvetica ever!
The St. Michael brand took a back seat as a measure of their maintained standards and M&S was born as the high street retailer that added that little bit of luxury to the weekly labour of a food shop and much more. After all, it’s not just a food shop….it’s an M&S food shop.
5. Most subtle but effective
Britons eat on average 850 million portions of Heinz brand of baked beans every year. As a brand Heinz has always been a recognisable, treasured and trusted British supplier of store-cupboard staples.
They approached branding expert agency Landor with a motive to give a 21st century makeover to their brand whilst still maintaining their iconic and successful heritage image. So like a phoenix from the ‘Heinz baked beans’ ashes, ‘HEINZ BEANZ’ was borne.
Their mission was to modernise and that’s exactly what they delivered. The colours and label style that defined the brand were maintained but now they are accompanied by a delectable illustration of the beans themselves – exactly the right things had an evolution and enough of the original brand identity was maintained.
The stats pay dividends to Landor’s efforts with a 12% yearly rise in value as a result of the increased sales and maintenance of the top spot and 62.2% share of the market.
6. Most innovative (and frankly a bit crazy) reincarnation
Proctor & Gamble Co. bought Old Spice in 1990 but struggled to revamp the old man image after a rebrand in 2002, being edged out by “Axe” deodorant in the 12-24 age bracket. However, that all changed with ad agency Weiden and Kennedy.
Then came the “Man your man could smell like” advert. This was unconventional, funny, engaging and featured a sexy topless man. What more could you want? The advert started on YouTube, became a sensational hit and spawned a series of other videos. Weiden and Kennedy then went the extra mile and engaged viewers directly by having Isaiah Mustafa, the Old Spice guy, respond directly to tweets and messages from the public in short, 30 second clips. All of these videos were watched and shared relentlessly and sales of Old Spice skyrocketed.
The Old Spice ad machine didn’t stop there as they released new videos for more products with internet favourite Terry Crews, which got progressively weirder and popular. Overall, the strategy was a huge success and was truly the rebrand your brand could be like.
Want to have a go yourself?