the marketing shower: brandhome about rebranding
TRANSCRIPT
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identity driven brand building®
marketing shower Vlerick alumnierik saelens, June 9th 2010
your name?or their minds?
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Brandhome | Vlerick alumni | June 9th 2010
renaming & rebranding, different or the same
5 Brandhome insights on rebranding and renaming research
10 bells to ring when facing a rebranding or renaming
your shower question for tomorrow
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Brandhome | Vlerick alumni | June 9th 2010
are renaming and rebranding the same?
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Brandhome | Vlerick alumni | June 9th 2010
are renaming and rebranding the same?
no!
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Brandhome | Vlerick alumni | June 9th 2010
REBRANDING
RENAMING
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Brandhome | Vlerick alumni | June 9th 2010
renaming rebranding
- brand name changes
- cosmetic
- tactic moment focussed on creating and producing comms & stuff
- performance < perception
- is about “packaging”
you change your name
- brand content changes
- fundamental
- strategic moment of truth, confronting the organisational, structural and cultural implications
- performance > perception
- is about “(re)positioning”
you change their minds
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Brandhome | Vlerick alumni | June 9th 2010
renaming reBranDing
tactical
strategic
(re)positioningimpacts
marketing & communications
name changeimpacts
communications
Brandhome rebranding matrix®
(re)positioningimpacts
entire organisation
(hr, bizmodel, operations, finance,...)
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Brandhome | Vlerick alumni | June 9th 2010
renaming reBranDing
tactical
strategic
new Tempo-TeamVedior/Tempo-Team
Brandhome rebranding matrix®
1 2
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Brandhome | Vlerick alumni | June 9th 2010
renaming reBranDing
tactical
strategic
Brandhome rebranding matrix®
Orange/BASE
BASE/BASE freedom of speech
1 2a
2b
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Brandhome | Vlerick alumni | June 9th 2010
renaming reBranDing
tactical
strategic
Brandhome rebranding matrix®
Fortis/BNP Paribas Fortis
BNP Paribas Fortis
1
2
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Brandhome | Vlerick alumni | June 9th 2010
renaming reBranDing
tactical
strategic
Brandhome rebranding matrix®
MINI
MINI
1
2
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Brandhome | Vlerick alumni | June 9th 2010
renaming reBranDing
tactical
strategic
Brandhome rebranding matrix®
DELTA nutsbedrijven
DELTA, the multi-utility company
1
2
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Brandhome | Vlerick alumni | June 9th 2010
renaming is no rebranding
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Brandhome | Vlerick alumni | June 9th 2010
renaming is no rebranding
rebranding can include a renaming
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Brandhome | Vlerick alumni | June 9th 2010
renaming is no rebranding
rebranding can include a renaming
renaming often preceeds a rebranding
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Brandhome | Vlerick alumni | June 9th 2010
renaming is no rebranding
rebranding can include a renaming
renaming often preceeds a rebranding
when market goes down, renaming goes up
when market goes up, rebranding goes up
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Brandhome | Vlerick alumni | June 9th 2010
libertel Vodafone Ptt Post tPg Post tnt Post tnt BBl ing gardner merchant
Van hecke restaura sodexho stassano campina melkunie Pal Pedrigree treets
smarties Bonitos m&m telfort o2 cge itt alcatel centraal Beheer achmea |
rtt Belgacom roccade Pink elephant Pink roccade akZo nhm amsterdamse
Bank twentsche Bank rotterdamse Bank aBn-amro generale Bank aslk Fortis
aBn gemeentekrediet artesia Dexia hamburg-mannheimer ergo life itineris Ft
orange sony ericsson Fujitsu siemens Philips ge Black & Decker mini union
miniere umicore nec nokia Breezer Brt 2 canVas Donna mnm JiF andy
ciF Danone iBis Veronica Yorin sabena sn Brussels kPn Brussels airlines |
Planta Brio arthur andersen accenture kPmg Bearing Point gulf Q8 walibi six
Flags compaq hP Dutchtone arbeidsvoorziening kliQ capability Vedior tempo-
team BnP Paribas Fortis société générale crédit agricole newedge Zoo antwerpen
Planckendael Cardoen Tunis Telecom Elissa Interbrew InBev AB InBev SP sp.a
cVP cD&V enduris Barclays kent Vu nV-a Zuma hema V&D raider twix
evolta oxxio meXX ago ennia aegon Basiqair transavia nmB ing Zaire
congo Prince the sex symbol calvé unox royco Bt Fet De tijd Ben 3
gran Dorado center Parcs seca Jet lukoil heidemij arcadis smiths lays Vnu
sanoma golden tulip nh wattPlus essent Voka VeV Xerius ageas ag |
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Brandhome | Vlerick alumni | June 9th 2010
libertel Vodafone Ptt Post tPg Post tnt Post tnt BBl ing gardner merchant
Van hecke restaura sodexho stassano campina melkunie Pal Pedrigree treets
smarties Bonitos m&m telfort o2 cge itt alcatel centraal Beheer achmea |
rtt Belgacom roccade Pink elephant Pink roccade akZo nhm amsterdamse
Bank twentsche Bank rotterdamse Bank aBn-amro generale Bank aslk Fortis
aBn gemeentekrediet artesia Dexia hamburg-mannheimer ergo life itineris Ft
orange sony ericsson Fujitsu siemens Philips ge Black & Decker mini union
miniere umicore nec nokia Breezer Brt 2 canVas Donna mnm JiF andy
ciF Danone iBis Veronica Yorin sabena sn Brussels kPn Brussels airlines |
Planta Brio arthur andersen accenture kPmg Bearing Point gulf Q8 walibi six
Flags compaq hP Dutchtone arbeidsvoorziening kliQ capability Vedior tempo-
team BnP Paribas Fortis société générale crédit agricole newedge Zoo antwerpen
Planckendael Cardoen Tunis Telecom Elissa Interbrew InBev AB InBev SP sp.a
cVP cD&V enduris Barclays kent Vu nV-a Zuma hema V&D raider twix
evolta oxxio meXX ago ennia aegon Basiqair transavia nmB ing Zaire
congo Prince the sex symbol calvé unox royco Bt Fet De tijd Ben 3
gran Dorado center Parcs seca Jet lukoil heidemij arcadis smiths lays Vnu
sanoma golden tulip nh wattPlus essent Voka VeV Xerius ageas ag |
YOU GUYS JUST CAN’T
GET ENOUGH
CAN YOU?
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Brandhome | Vlerick alumni | June 9th 2010
libertel Vodafone Ptt Post tPg Post tnt Post tnt BBl ing gardner merchant
Van hecke restaura sodexho stassano campina melkunie Pal Pedrigree treets
smarties Bonitos m&m telfort o2 cge itt alcatel centraal Beheer achmea |
rtt Belgacom roccade Pink elephant Pink roccade akZo nhm amsterdamse
Bank twentsche Bank rotterdamse Bank aBn-amro generale Bank aslk Fortis
aBn gemeentekrediet artesia Dexia hamburg-mannheimer ergo life itineris Ft
orange sony ericsson Fujitsu siemens Philips ge Black & Decker mini union
miniere umicore nec nokia Breezer Brt 2 canVas Donna mnm JiF andy
ciF Danone iBis Veronica Yorin sabena sn Brussels kPn Brussels airlines |
Planta Brio arthur andersen accenture kPmg Bearing Point gulf Q8 walibi six
Flags compaq hP Dutchtone arbeidsvoorziening kliQ capability Vedior tempo-
team BnP Paribas Fortis société générale crédit agricole newedge Zoo antwerpen
Planckendael Cardoen Tunis Telecom Elissa Interbrew InBev AB InBev SP sp.a
cVP cD&V enduris Barclays kent Vu nV-a Zuma hema V&D raider twix
evolta oxxio meXX ago ennia aegon Basiqair transavia nmB ing Zaire
congo Prince the sex symbol calvé unox royco Bt Fet De tijd Ben 3
gran Dorado center Parcs seca Jet lukoil heidemij arcadis smiths lays Vnu
sanoma golden tulip nh wattPlus essent Voka VeV Xerius ageas ag |
178 rebranding & renaming
operations analysedthe
BEST kEPT SEcRETS in BranDing
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Brandhome | Vlerick alumni | June 9th 2010
5 insights
1. YOU NEED TO HAVE THE MONEY
no formula for budget calculation of renaming and rebranding operations exists
however in some cases spending increases to 12 times the annual communications budget
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Brandhome | Vlerick alumni | June 9th 2010
5 insights
2. BUDGET OVERSHOOT IS EXPEcTABLE
9 out of 10 renaming and rebranding projectshave budget overshoot of more than 32%
lack of know-how, underestimated impact, complex decision process, internal politics
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Brandhome | Vlerick alumni | June 9th 2010
5 insights
3. FAILURE IS JUST AROUND THE cORNER
1 out of 2 rebranding projects fails to meet their strategic goals... and thus business goals and financials
lack of know-how, insufficient budget, aggressive competitive reaction, consumer dissociation
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Brandhome | Vlerick alumni | June 9th 2010
5 insights
4. YOU PUT YOUR MARkET SHARE AT RISk
renaming and rebranding are moments when a company lowers its defense and market share and value are at risk
market share gains up to 12% market share loss of up to 23%
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Brandhome | Vlerick alumni | June 9th 2010
5 insights
5. INTERNAL BRANDING IS FORGOTTEN
your best employee before a rebrandingis most probably your worst afterwards
internal employee dissociation is the biggest pitfall in rebranding and renaming operations, hence the growing importance of internal branding
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Brandhome | Vlerick alumni | June 9th 2010
10 Bells to ring
1. renaming or rebranding; what are you facing
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Brandhome | Vlerick alumni | June 9th 2010
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
10 Bells to ring
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Brandhome | Vlerick alumni | June 9th 2010
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
3. ceo buy-in necessary; force it or step down
10 Bells to ring
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Brandhome | Vlerick alumni | June 9th 2010
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
3. ceo buy-in necessary; force it or step down
4. appoint project team; mix and create new team
10 Bells to ring
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Brandhome | Vlerick alumni | June 9th 2010
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
3. ceo buy-in necessary; force it or step down
4. appoint project team; mix and create new team
5. get specialists involved; they know more than you
10 Bells to ring
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Brandhome | Vlerick alumni | June 9th 2010
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
3. ceo buy-in necessary; force it or step down
4. appoint project team; mix and create new team
5. get specialists involved; they know more than you
6. start internal alignment program asap; hr is key for success
10 Bells to ring
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Brandhome | Vlerick alumni | June 9th 2010
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
3. ceo buy-in necessary; force it or step down
4. appoint project team; mix and create new team
5. get specialists involved; they know more than you
6. start internal alignment program asap; hr is key for success
7. face the consequences; be consequent and be tough
10 Bells to ring
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Brandhome | Vlerick alumni | June 9th 2010
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
3. ceo buy-in necessary; force it or step down
4. appoint project team; mix and create new team
5. get specialists involved; they know more than you
6. start internal alignment program asap; hr is key for success
7. face the consequences; be consequent and be tough
8. if you are a listed corporate brand; save your money
10 Bells to ring
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Brandhome | Vlerick alumni | June 9th 2010
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
3. ceo buy-in necessary; force it or step down
4. appoint project team; mix and create new team
5. get specialists involved; they know more than you
6. start internal alignment program asap; hr is key for success
7. face the consequences; be consequent and be tough
8. if you are a listed corporate brand; save your money
9. before launch doubt will hit; stay focussed
10 Bells to ring
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Brandhome | Vlerick alumni | June 9th 2010
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
3. ceo buy-in necessary; force it or step down
4. appoint project team; mix and create new team
5. get specialists involved; they know more than you
6. start internal alignment program asap; hr is key for success
7. face the consequences; be consequent and be tough
8. if you are a listed corporate brand; save your money
9. before launch doubt will hit; stay focussed
10. start in time; at least 6 months prep
10 Bells to ring
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Brandhome | Vlerick alumni | June 9th 2010
some numBers
> 3.000.000 active brand names worldwide
average uk person knows 15.000 to 45.000 words, 23% is used according to gls
the average person knows less than 0,23%
the world has changedrenaming doesn’t do the job anymore
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Brandhome | Vlerick alumni | June 9th 2010
Your shower Question For tomorrow
why should brands still want to rename?
do you want to change your name?or do you want to change their minds?
erik saelens
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