Any form of re-branding is an exciting time for any company. It is a period of renewal, rebirth, and opportunity, but who can lay claim to the greatest re-branding of 2014? Getting an idea of a brand and how it is perceived by consumers is a constant evolution of changes, modifications and re-creation. Often Brands and companies need to adjust and reinvent themselves in order to stay up to date and compete competition.
Bench is a Philippine retail brand with over 700 retail outlets in the Philippines, China, the Middle East and the US. The company offers fashion brands for every age-group, cosmetics, household goods, hair salons and, most recently, dermatology centers.
With growth accelerating in its international markets, the brief was to define a clear positioning for the organization to stand behind, and to create a visual language that could transcend seasons and fashion.
Cancer Research UK (CRUK) is the largest charity of its kind, with 40,000 volunteers and 7,000 staff. It covers everything from raising funds and managing research to putting treatments in hospitals worldwide. Such breakthroughs have helped double cancer survival rates in 40 years. Despite this, Cancer Research UK’s funds were plateauing, leaving CRUK unable to take advantage of new technologies.
A key success measure was increased awareness of our name ‘Fiji Airways’ in key and emerging markets and greater alignment with the destination. Searches for ‘Fiji Airways’ in key markets increased 235% with an overall 20% increase in airline search volume reported in the month following the rebrand. Activities to stimulate awareness, particularly in long-haul markets are ongoing.
The rebrand to Fiji Airways was more than just a design change, it symbolized the return of the national airline to the people of Fiji. It was also the return of the airline to financial health with before-tax profits of FJ$18 million in 2012/2013, just three years after record losses.
The TV channel hasn’t been rebranded since 2007, but now the bosses have decided it’s time for a change. Dave has maintained a matey, comedic image, and the changes brought about by the rebranding are vague. The idea is still for Dave to be seen as the viewer’s best mate. The idea is still wit, humour, and interesting programming. The idea is still predominantly Red Dwarf. So, what Dave has up its sleeve remains to be seen – but whatever it is, we know we can’t wait.
Wilko has branched out into the world of TV advertising, with an advert for its own goods, based on the Pirates of the Caribbean films. The slogan, ‘Where there’s a Wilko, there’s a way’, aim to bring national awareness to the company’s produce, and boost Wilko from a regional treasure to a national emblem. Wilko now also has links with the Co-op group, after is appointed Sean Toal, who is the chief operating officer for food for the Co-op, as its new chief operating officer.
Cadbury’s chocolate needs no introduction, and yet the brand has undergone a rebranding in the last year. The brand has changed its logo – but kept the glass and a half of milk – and has the TV ads and social media coverage to back it up. It just goes to show that it isn’t enough to be one of the longest standing brands in the UK – Cadbury’s has poured $7million into its latest campaign. Watch this space.
Ladbrokes have rebranded their image and stepped away from traditional methods of gambling promotion. Their new advert “the Ladbrokes Lifestyle” aims to show that gambling in a variety of different settings can be fun, especially when you are with your friends. You can view their new advert below and the comedy aspects are on that will appeal to most.
PayPal is unique – it is the only reliable, HMRC regulated method of paying for things, and for being paid, on the internet. Who could have thought that such a brand would be in need of reinvention? However, PayPal has indeed been rebranded, with a new logo, but the same memorable colouring. The brand has also escaped from the virtual realms, and there are now many stores which accept payments via PayPal, another move in the chain of events which will make bank and credit cards obsolete.
After four decades of flying under the same logo and livery, American was ready for an identity that its customers would see on planes but also feel in a more meaningful way, across a variety of touchpoints and experiences. Extensive global market, customer and employee research highlighted an essential truth—that reinvigorating the American brand meant tapping into those ideas that represent modern America: pride, innovation, possibilities, optimism and progress. Building upon these powerful ideas, we developed a new logo, livery, visual style and tone of voice that are clear and confident, yet welcoming and engaging. The updated look and feel honors the airline’s heritage while capturing the timeless spirit of modern America.
When the American identity launched in January 2013, the impact on the world of social media was immediate and dramatic; the airline went from a slow and steady presence to explosive growth overnight. Additionally, brand index and customer satisfaction studies have shown that the new identity and livery, supported by implementation at airports, subsequent product launches, experience enhancements and promotions has led to a significantly positive improvement in customer sentiment in the months following the launch.
In order to differentiate and ensure continued connection with their customers, Fit Brains needed a new visual identity. This identity would be the umbrella for the existing web-based and mobile app, as well as future apps, including a kid’s version and several targeted brain trainers. The entertainment aspect of the Fit Brains trainer is what engages the users, however it is the science behind the game that grounds the offer and makes it viable in the ‘brain training’ space.
The brand refresh had to establish a fun and healthy identity, while reinforcing the value of the science behind the game. A new logo was created that captured a sense of play while remaining bold and credible. The supporting graphic language represented the balance of game play and brain training through a vivid colour palette and dimensional attitude to shape and shadow. Variations of the logo were created for more targeted brain trainers, and a badge system was developed to ensure the credibility of Fit Brains could support the launch of future themed apps.
In the first half of 2013, Fit Brains Trainer was downloaded by 1.5 million people. Since then, users have increased to 4.2 million. The logo badge system will leverage the Fit Brains brand in the launch of 7 new iOS apps, and it is anticipated that the halo effect will secure Fit Brains as many as 10 million users by the end of the year.