Question

Topic: Branding

"big Bang" (re)brand Launch - How To?

Posted by Anonymous on 6/14/2007 at 5:31 PM ET 175 Points
I'm looking for examples (good & bad) of corporate rebranding launches. We are planning on a "big bang" Launch Day (or Week) in 2008 where a critical mass of material carrying the new brand will be rolled out globally.

I'm with a global infrastructure firm with 10,000+ employees in over 200 offices. We've been around for over 100 years, and have had our current logo (I wouldn't say there's ever been a true "brand" defined for the firm) nearly as long! We're now trying to become ONE company with a single name and we're marking this with a new brand. We have spent the last few years developing the brand strategy, elements, promise, vision and values, graphics, etc., and now we're moving into implementation.

So, some questions to throw out there:
- How did you handle a rollout on a global basis?
- Did you focus solely on an internal launch or were there external aspects?
- What launch day events, communications, promotions, etc. worked best? What didn't work?
- How did you handle the local versus corporate tension? (e.g., what works in Sydney may not be the best for Singapore or San Francisco)
- Should the Launch be Event-based or Communications-based? (given a rather limited budget)

Any information would be greatly appreciated.
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RESPONSES

  • Posted by ilan on 6/14/2007 at 5:45 PM Member
    Robert,
    With all due respect, the kind of issues you raise here, are worthy of a serious project.
    Kraft handles an international rollout of new packaging for a 100 year old brand in one way, and Barclays Bank is treating the new identity on their branches in a different way. Each brand has its own specific manifestations and needs. There is no one formula that requires a promotion, or an ad in the leading newspaper, as you say, Sidney is not Singapore...
    One thing that many companies with a true global spread do, is to appoint a brand implementation officer, one person who spends time in different locations, observes the local needs, and changes them to fit the new brand identity.
    If you appoint such person, his first job will be to organize the roll out for each location, by coordinating with the locals every single step, and than by being there to watch part of the implementation.
    I lived on three continents and have done some similar things to those you describe.
    I'll be happy to talk to you about it if you wish to contact me.
  • Posted on 6/14/2007 at 9:47 PM Member
    I agree with each post so far, as there are so many elements that would require specific attention. For instance, my firm handles creation and implementation of sports specific marketing programs. I could describe several ways that I would go about launching a brand if the target market was specific to demographics heavy into sports. But I couldn't honestly say that I would have an answer for you to develop a marketing strategy unless I knew more about your business and brand strategies.

    There is a Boston based firm that frequents this forum called Blackcoffee. They specialize in Brand Expression. I highly recommend them, as they focus on developing systems that guide you in the process of delivering your brand message to consumers at every touch point. You can check them out at www.blackcoffee.com.

    Hope that helps.

    Good luck,
    Derek
  • Posted by Harry Hallman on 6/15/2007 at 7:34 AM Member
    As everyone is saying this is a large endeavor. I would suggest you not forget your own employees and make as much to do internally as you do externally.

    Not only will you generate internal pride and educate the staff, you will get 10,000 people talking about the firm to their friends and families.

    One of my client is a meeting planning and producing organization and they could help with any events you might want for employees and for that matter consumers. Try them at www.thejuicestudios.com .

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