Question
Topic: Branding
Rebranding Do's And Dont's - Case Study Request
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I am posting this question with a fair amount of points because I would like to get as much SPECIFIC input as possible.
Situation:
I am working with a client friend who is facing a difficult decision on re-branding his core brand, which is the namesake of the foreign parent. The brand has been promoted in the US with a fair amount of support and promotion but generates relatively low brand name awareness and recognition given this investment. This lack of broad-scale recognition and inferred attributes could possibly be a limiting factor in his ambitious growth plans.
My friend absolutely feels he should execute a re-branding - so that is NOT the issue I am placing before you today.
His issue is execution and rationale. He is getting pressure to execute a comprehensive re-brand in one fell swoop with a very low marketing budget. He (and I) both concur that this could be a disastrous strategy for the brand, which has a fair amount of industry sponsorship and endorsement associated with it (sorry - I need to keep the company and brand confidential).
He needs to create a convincing argument for his fellow senior managers that a successful re-branding campaign requires one of two distinct strategies.
1. INTENSIVE STRATEGY - with a significant expenditure in advertising, promotion, and communications. This strategy will allow the brand to be re-staged in very few incremental steps AND allow him to execute over a relatively short time frame BUT CANNOT be executed without the investment.
2. GRADUAL RESTAGE - with a much lower overall marketing investment. The re-branding can be done with a lower budget but requires a SIGNIFICANT amount of time to execute gradually over several design/communications phases.
REQUEST:
I request your collective input on best/worst practices based on SPECIFIC re-brandings you have been associated with or have SPECIFIC knowledge of.
We need specific information/case studies to build a body of knowledge to support our conviction that, to be successful, one needs either a significant investment over a relatively short time frame OR a longer, staged re-brand with a lower overall communications investment.
Great answers (which will receive more points consideration) will include links to specific articles and/or case studies on this issue that will help create this body of knowledge.
I would also LOVE summaries of specific do's and dont's relative to your personal experience with the executional (time versus money) issues I have framed.
Thank you in advance for your contributions to this question, especially to my long-time colleagues!