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Brands are living and breathing entities that are born, grow up and then need to change. Change may be a tweak of a logo, change of font or something more radical. In the era of social media, however, re-branding takes on entirely new challenges. Ask the Gap and Vegemite, among others. This presentation covers:- the dos and don'ts of re-branding in the era of social media- examples of successes and failures - how re-branding should be used to inject social media into the core of a brand's DNA to bring about real change.
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Rebranding with Digital Platforms: Success Stories & Pitfalls March 16th 2012
By Xie Qing
Agenda 1. The Brand Ecosystem 2. What is a Rebranding Social Media Strategy ? 3. Why Should You Have One? 4. Formulate Your Strategy • Assess the Brand’s Social Assets • Decide the Reasons to Rebrand • Design the Best Way to Communicate the Transformation
10. The Social Rebranding 11. Key Take Aways 12. Questions
The Brand Ecosystem
Brand Websites
Partner Sites
Micro Sites
WAP sites
Mobile Apps
SMS Messaging
Paid Search
Media Partners
Display Ads
Micro-targeted Ad
Soacial Ads
Moble Ads
Intranet
Partner Extranets
Google Blogers/Forums
Brand Bloggers
Brand Ecosystem
Owned
Earned Earned/Paid
Owned
Owned/Earned
Social CRM
YouTube
(Youku)
(Sina Weibo)
Flickr
Social Media Search Paid Media Owned Media Internal Communications
Paid
All places in the brand ecosystem…
The rebranding strategy Rebranding is far more than just a change in visual identity and must be reflected across the brand ecosystem.
Rebranding is far more than just press release announcements and must be communicated across the brand ecosystem.
Rebranding is far more than a one-way message and must be part of a on-going two-way conversation using the target audience’s preferred methods.
Why a rebranding strategy? Without a rebranding social media strategy, you could damage your brand, your reputation, and even your business.
There will always be COMPLAINTS, CHANGE never comes easy
“Ugly…” Stupid…
A generic “bargain brand” Do any of these package-design people actually shop for orange juice?
The new cartons “stink”
“You used to wait to go to the water cooler or a cocktail party to talk over something.”
“Now, every minute is a cocktail party, you write an e-mail and in a couple of minutes, you’ve got a fan base agreeing with you.”
Formulate Your Strategy
Social Assets Rebranding Reasons
Communicate
Conversation
GAP redesigned its logo, but why?
GAP redesigned its logo, but why?
GAP turns to crowdsourcing, but why?
“We’ve learned a lot in this process. And we are clear that we did not go about this in the right way. We recognize that we missed the opportunity to engage with the online community. This wasn’t the right project at the right time for crowd sourcing.
There may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way.”
GAP reverts to original logo 7 days later
What did GAP do wrong ?
1. Know very little about its audience on social media platforms due to lack of in-depth engagement.
2. Poorly executed rollout
Social Assets:
Reasons to Rebrand: 1. Think they can shortcut the brand
evolution by changing the visual identity. 2. Assume that they can carry the customers
with them during the journey, but they failed to convince themselves internally.
Assess the brand’s social assets
1. The number of active social media channels. 2. The number of active fans and their preferred content form and tone of voice. 3. Indentify and evaluate influencers and brand supporters
1
Decide the reasons to rebrand
1. Rebranding to shed a negative image. 2. Rebranding due to emergent situations 3. Rebranding due to a new cooperative adventure.
2
Tap into daily conversations 3 1. Communicate the rebranding message in a two way conversation manner. 2. Be consistent and honest 3. Identify loyal supporters and build a close relationship with them. Have dedicated supporters on your side; it is easier for you to rally their support during a crisis.
Starbucks’ new logo – Combining Starbucks’ history and future
“ This is not just, let’s wake up one day and change our logo. It is a mirror change of the “rebranding” strategy.”
-- Howard Schultz (CEO)
Company website Twitter
Youtube
Starbucks’ new logo – Combining Starbucks’ history and future
The Pepsi 25
The Pepsi 25
The Social Rebranding
*Coca cola brand strategy term
From “boring” to “innovative”
There’s something happening here at Ford.
It's new. And it’s called Ford Social. You will be surprised at what we’ve already accomplished, but you’ll be amazed at what we have planned.
Our story is for you to share.
Ford posted its highest annual income in more than a decade – CNN on Jan.
28, 2012
33% of survey respondents are more willing to consider buying a Ford…. -
Bloomberg News, May 1, 2009
From “boring” to “innovative”
Ford has taken over the U.S. as the most popular automaker. –
Bloomberg, Mar. 2010
From “Chavs” to “Trendy”
From “Chavs” to “Trendy”
Key take-aways:
1. Know your social assets. Engage your audience on social media platforms on an on-going basis.
2. Formulate your social media strategy to communicate the rebranding message in the preferred content form.
3. Social rebranding: You have to make sure what you do is right for the moment you live in.
Xie Qing
Regional Digital Strategist | Ogilvy & Mather, Hong Kong
EMAIL qing.xie @ogilvy.com
TWITTER MissXQ
SINA WEIBO MissXQ
Thank You… Questions?
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