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February 12, 2008

When are Brands Refreshed and Revived?

I am always interested in the nuances of revamping a company’s brand naming or product naming. Fact is, a lot of the big branding news this year has come from brands that have updated their images, or changed them altogether.
The fashion world is busy bringing back names from yesteryear. I have already written about Halston making its USA comeback, now it seems in London, Ossie Clark (actress Sienna Miller pictured right in an Ossie Clark dress) and Nutters, from the sixties, are back on the catwalk.

The New York Times suggests that even the mafia could use some rebranding. And often age or changing tastes do create room for a brand refresh.
But the biggest reason that brand names we love get changed is acquisition. Honest Tea is soon to fall under Coke's control and that will affect how customers perceive it, which will, whether the company likes it or not, change the perception of Honest Tea from alternative to mainstream.

The one brand that is begging to be rebranded is Ford Mercury, or “the love that dare not speak its name” according to Robert Farago. It has to either be totally rebranded or else simply killed.

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Posted by William Lozito at February 12, 2008 7:31 AM
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