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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Behind the Vans Boom - BoF - The Business of Fashion

Behind the Vans Boom - BoF - The Business of Fashion | Integrated Brand Communications | Scoop.it

LOS ANGELES, United States — “Vans was a brand that was run very emotionally,” said Kevin Bailey, president of the action sports division of VF Corporation, which owns Vans, a company with almost 50 years of heritage, as well as associations with Z-Boys Tony Alva, Jay Adams and Stacy Peralta, who created modern skateboarding in the early 1970s. “I think emotion is capable of sustaining a brand for a period of time,” continued Bailey, who previously spent time at Nike, American Eagle and Lucky Brand.  “But with global growth ahead of us, if we want to reach beyond the confines of being a fairly regionally-driven brand, a Southern California brand, we really needed to understand our consumer better. Instead of being purely emotional and right-brain-driven, we had to add the left brain and get smart about it.”


Getting smart about it has led to impressive results. From 2008 to 2013, Vans grew revenues from $750 million to $1.7 billion. The second quarter of 2014 marked the company’s 19th consecutive quarter of double-digit growth. And the brand says it’s on track to reach its target of $2.9 billion in revenue by 2017. But Bailey — who returned to Vans in 2009, after a two-year absence — is already thinking beyond 2017.

Russ Merz, Ph.D.'s insight:

A very detailed description and #casestudy behind the growth of the Vans #brand. This is a great example of a successful brand revitalization strategy and all the pieces that are necessary to pull it off.

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9 Strategies To Revive Your Brand

9 Strategies To Revive Your Brand | Integrated Brand Communications | Scoop.it

Commoditization is a fact of market. I always remember that great observation by VJ Govindarajan that “Strategy starts dying the moment it is created”. It dies because its (potential) effectiveness dies and with that, its relative value.

That idea, transposed to brand is, in reality, what commoditization is: the (slow) death of relevant value. However, there are strategies you can put in place to reverse the speed and/or pace of that commoditizing effect. Here are nine ways I outlined to a leadership forum in Malaysia recently to decommoditize your offering and reassert its branded value.

In the presentation itself, I focused on actual commodities, but the principles are in fact applicable to any brand/product that doesn’t command the value that it needs to, or once did:

Russ Merz, Ph.D.'s insight:

Good guidelines for #brand revitalization strategies.

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Southwest Lets Fly Massive Brand Refresh

Southwest Lets Fly Massive Brand Refresh | Integrated Brand Communications | Scoop.it

Southwest Airlines is unveiling an unprecedented brand refresh as it grows up and out of the U.S.

 

The carrier is revamping its campaign, tagline, in-airport signage and even the aesthetic of its planes -- everything Southwest that's seen by the public is part of the effort, which will emphasize the company's heart and the hospitality of its employees. The initial effort breaks today with a commercial unveiling the new plane design themed, "Without a heart, it's just a machine."

 

The effort comes as Southwest tries to position itself as a more professional and mature airline. It's 2011 deal to acquire AirTran is expected to be completed by the end of the year and the carrier has begun offering international flights and broadening its U.S. footprint to hubs like New York and Washington D.C. In July, Southwest announced plans to resume a list of 50 potential international cities the former "peanuts airline" may expand into.

Russ Merz, Ph.D.'s insight:

A good case study of Southwest Airline's brand revitalization strategy. The new positioning of "Without a Heart, Its's just a Machiine" sets it apart from its competition by focusing on its people. Whether it is believable and compelling only time will tell.

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Kool-Aid Man Makeover Stirs Up Digital Content

Kool-Aid Man Makeover Stirs Up Digital Content | Integrated Brand Communications | Scoop.it

Kool-Aid has updated its pitcher spokesman Kool-Aid Man and added a new Facebook page and YouTube channel as part of a wider campaign.

 

At 59 years old, Kool-Aid's spokespitcher, Kool-Aid Man, has a new look and a new personality.

 

The makeover is part of a brand campaign called, "Smile. It's Kool-Aid," which is tied to the launch of Kool-Aid Liquid Drink Mix, a sugar-free squeezable liquid drink mix that launched in January and recently became available nationwide.

 

Targeting moms, the campaign includes a new Facebook page and YouTube channel. An interactive website and app will follow.

 

After the revamp, Kool-Aid Man, which first appeared in 1954, has a more modern look and distinctive voice. According to Kool-Aid, Kool-Aid Man has "gone back to his roots" with an emphasis on his "original pitcher-focused personification but playing up his undeniably fun personality."

 

Previously a costumed character, Kool-Aid says the new Kool-Aid Man is technologically advanced, CGI-generated and more interactive and colorful. In addition to his tagline, "Oh, yeah!" he will have his own characteristic sound, expanded vocabulary and developed personality, the brand says.

 

"Really the news that prompted this makeover was the evolution of the new Kool-Aid Liquid product line," says Erica Rendall, senior brand manager at Kraft Foods. "As we were evolving the portfolio and launching this new Kool-Aid Liquid product, there was an opportunity to evolve Kool-Aid Man as well...and when we did so, we also gave him a personality and a voice to go along with it."

 

This marks the seventh iteration of Kool-Aid Man.

Russ Merz, Ph.D.'s insight:

New branding campaign for a familar "face".

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