|
|
Speed Dial: 60-Second Marketing Insight Newsletter
Las Vegas Still Has A Few Shockers
Left...
Other Marketing Makeovers That Are Successful Examples of Brand Revitalization
Las Vegas is a revitalized brand, one of
the best marketing makeovers of the decade. But there are other examples of brand revitalization worth
noting as well. Consider these marketing makeovers:
- Cadillac is no longer just an
automobile for wealthy old-timers... but a top ride for the hip-hop
crowd.
- Fiber One is no longer just
a high-fiber cereal... but a line of filling, good-tasting foods found throughout the grocery
store.
- Target is no longer
just a cheap "five-and-ten" variety store... but a value-oriented supercenter offering
fashion-forward items in every aisle.
- Olay is no longer just a
old-fashioned wrinkle cream ... but an anti-aging line that commands top-tier pricing in mass
outlets.
Two Tips For Successful Marketing Makeovers & Brand Revitalization
Before becoming the successes they are today,
these revitalized brands were treading water or sinking. How did these old brands turn
around so dramatically and become relevant again?
When I do revitalization work, I find it often worthwhile to:
1) Keep the Core Idea. For better or
for worse, a brand that's already on the market holds a position in consumers' minds, and any direction we
ultimately pursue must flow logically from this starting point.
In the examples above, you can see the natural evolution from the
original brand positionings: gambling became adult entertainment, fiber became filling weight
control, cheap became value-chic, etc. This new direction comes from a careful
exploration of consumer needs/ wants/ attitudes, corporate
capabilities, emerging marketing trends- - and the courage to:
2) Release the Core Consumer.
The last thing a struggling brand wants to do is to alienate its core consumer base. But when that
consumer base is dwindling irreparably, a new, sustainable target market must be found.
Brand revitalization is a fascinating challenge, and I hope you've
enjoyed a glimpse into it from my perspective as a brand marketing consultant. As always,
thanks for joining me- - see you next week!
|
|
|
|
|
|
|