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David Biernbaum's RetailWire Blog
July 30, 2010
A Rebranding Effort Betrayed
FROM RETAILWIRE:
A recent editorial in Advertising Age explored ethics around branding, particularly an individual's responsibility to make sure those messages somewhat ring true. A former copywriter for BP has a guilt complex. Has BP's "beyond petroleum" positioning as a new type of energy company caused more damage to its reputation than had it communicated a traditional oil company message?
MY COMMENTARY:
Rebranding is a creative and fun process but often the people behind the efforts become overly creative which ultimately ruins all the fun. Except for the comedians who will have LOTS of fun. BP's "beyond petroleum" image is now soon to be a classic example. 1. It's best to take the rebranding process to its most simplistic and clear level. 2. Don't understate nor overstate the brand's true capabilities. 3. Avoid the potential erroneous zones and ironies that will be sure to backfire one Monday morning before you get out of bed. 4. Your rebranding message needs to be appropriately relevant to your product and to 99% of the consumers that will purchase your product. Avoid being too cryptic, cute, or clever. You will get compliments from your mother and friends but your sales will suffer. 5. Don't copy someone else's message. Consumers will become confused. Unless that happens to be your goal! Leave the rebranding to the experts. And by the way, experts are usually people who are not close friends nor related to you! |
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