A good rebrand begins with looking at a brand’s reputation through the eyes of its audience. Whether the responses have been positive or negative, good rebranding. Next video „How hashtags work on social media: Twitter, IG, FB?” [ Ссылка ]

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#ChiaExplains what every good rebrand has in common!

00:20 Why do companies rebrand?
00:52 Example 1 of good rebranding from Old Spice
02:10 Key insights from their rebranding success
02:28 Example 2 of good rebranding from McDonald’s
03:33 How they approached their rebrand
03:43 Example 3 of good rebranding from Dunkin’
04:17 Major observations from their rebrand
04:33 The shared common factor between these examples of good rebranding - despite each brand selling very different products…

Creator + host: Chia-Luen Lee

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How do you know when it’s time for a company rebrand - and what’s the key to successful rebranding in the first place? Let’s look at some examples of rebranding that worked - inside the video!

Hey this is Chia from Brand24 and today, I want to talk about rebranding. Companies can decide to rebrand for a few different reasons: sometimes, it’s because of a huge PR crisis; other times, it’s to target a new audience or to surprise a complacent one… whatever the reason, the goal is always the same: to help drive sales.

Now, if invention is the mother of necessity, then REinvention must be due to the evolution of those needs. Just look at all those remakes of old movies - they’re still telling the same stories, but they have to find new ways to do it as years pass.

Anyway, let’s look at a few examples of successful company rebranding, and why they worked:

This first one was really a huge success, and you’ve probably seen at least one of these commercials. Old Spice is a brand that has been around for a long time, since 1937. It’s known for antiperspirant and deodorant products. So, this is one of those rebranding situations where there wasn’t any big PR crisis or anything like that, but people had just seemed to forget what made Old Spice stand out in the first place, and sales started to drop.

Customers - as well as people who DIDN’T want to buy their products anymore - had started to talk about Old Spice in a way that revealed that they had started to think of the brand as something that was for past generations - basically, they had become outdated. And this was a signal that it was time for a rebrand… to spice up their image, if you will. And they came out with a super successful rebranding campaign called “The Man Your Man Could Smell Like”. And it was a huge success, especially on YouTube. Within 1 week, their campaign received over 40 million views, making Old Spice the #1 most-viewed branded channel on YouTube at the time. They even followed up with an entire social media strategy, producing nearly 200 short video clips based on the success of the original commercial. The clips featured the actor from the commercial, Isaiah Mustafa, answering questions and engaging with fans and celebrities through a series of short videos, while in character.

This rebrand was such a success because Old Spice was able to identify the problem by listening to their customers - which showed them that they had to do something to update their brand.. If they had gone another route without listening to people, including their critics, they might not be so well-known today.

And another example of rebranding done right is from McDonald’s. In this case, it was motivated by negative PR. After “Supersize Me” came out, a documentary following the director in his social experiment about what happens to your body if you eat from Mcdonalds (and ONLY Mcdonald’s) for an entire month, their brand reputation took a huge blow.

Food from Mcdonald’s has never really been considered health food, but when viewers saw the director’s weight blow-up and all the negative side effects from his McDonald’s-based diet, like a serious lack of energy, liver abnormalities and more… McDonald’s brand reputation took a big hit and so did its profits. In the UK, McDonald’s sales dropped by nearly 3 quarters.

So, hearing what a growing number of consumers now thought about them, McDonald’s rebranding strategy focused on...

... watch the vid to get the full details!

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