Rant: Marketing Rebranding
By Stevie HarrisonThe public are dumb and stupid idiots who can be convinced to part with their money simply by showing them something which sparkles.
At least, that seems to be the opinion of the marketing world these days. Rather than spending money on researching and developing better products they just give the current model a quick makeover and perhaps a little name change.
None of those top companies got where they are today without a little rebranding here and there, selling the same thing with a flashy new look.
It was perhaps Coke that did it best. A complete accident unless you believe the conspiracy theorists. They developed a whole new coke, which turned out to be a bit flat in the taste department, and the relaunch of their classic brand boosted sales significantly. I guess you don’t miss something until it is gone, and rather cleverly relaunched just as the masses were beginning to notice.
Such is the success of a quick makeover to sell exactly the same thing, that even non-commercial organisations are getting in on the act. Political parties are of the belief that the voting public will be swayed by a quick splash of paint here and there.
But if you really want a success story, just think of that new government organisation you have only just heard of. There is an Office of Government Commerce? Who knew? Until, that is, they spent a little taxpayers money on a new logo that perhaps illustrates exactly what the public think of most bureaucratic government departments.
It was quickly retracted, with a few red faces. But in a meeting room or studio somewhere in the world I am pretty sure there are teams of advertisers designing there logos sideways in order to generate that little extra publicity that will pay for the managing director’s fourth house.
It was perhaps Coke that did it best. A complete accident unless you believe the conspiracy theorists. They developed a whole new coke, which turned out to be a bit flat in the taste department, and the relaunch of their classic brand boosted sales significantly. I guess you don’t miss something until it is gone, and rather cleverly relaunched just as the masses were beginning to notice.
Such is the success of a quick makeover to sell exactly the same thing, that even non-commercial organisations are getting in on the act. Political parties are of the belief that the voting public will be swayed by a quick splash of paint here and there.
But if you really want a success story, just think of that new government organisation you have only just heard of. There is an Office of Government Commerce? Who knew? Until, that is, they spent a little taxpayers money on a new logo that perhaps illustrates exactly what the public think of most bureaucratic government departments.
It was quickly retracted, with a few red faces. But in a meeting room or studio somewhere in the world I am pretty sure there are teams of advertisers designing there logos sideways in order to generate that little extra publicity that will pay for the managing director’s fourth house.
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