Question

Topic: Branding

Brand Repositioning

Posted by reneandlesley on 9/23/2008 at 8:47 PM ET 250 Points
I am a contract marketeer who was asked to look at a brand on behalf of a company who is looking at expanding internationally. After looking at the brand , its service and its website I suggested a revamp of style whislt retaining some core elements that were strong but had not been followed through in any maromms etc. The company is involved in mobile media advertising/voucher distribution via mobile. To set it apart from all others who ar trying to ' own' the cuting edge technology space (which frankly is an impossible space to own due to the very nature of the space and the numbers of participants in it) I suggested an era driven brand identity - 1920's - the age on innovation and the uptake in every house of the USA of a telephone. the imagery can use Sepia/ Black and White pictures incl styles such as Buster Keaton , Harold Lloyd, keystone Cops etc with a pythonesque humour attached to all the weird and wonderful Barnum and Bailey freak shows. My question is - Do you believe an era centric brand repositioning can work and if so do you have any examples?

Thanks
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RESPONSES

  • Posted by reneandlesley on 9/23/2008 at 9:17 PM Author
    Thanks Phil, I agree with the 'noise' of the 1920's overshadowing the product but it is a very passive like service and desperattely needs a character otherwise it will become a wall flower.
  • Posted by Jay Hamilton-Roth on 9/24/2008 at 9:41 AM Member
    The 1920s were also the time of the stock market crash.
    Instead, why not choose the "space race era" which will connect better with technology/communication?
  • Posted by reneandlesley on 9/24/2008 at 5:43 PM Author
    Hi Jo

    Thanks for the comment. I agree with the core arguement. I was planning on using the 1920's as a visual tie primarily on banner ads etc . The service is a mobile texting serive which the consumers get paid for receiving . therefore all the texts etc are the company that is ofering the voucher/ discount via text so the 20's will not be followed through in the actual service.

    Thanks very much to all who have contributed
  • Posted by tADman on 9/25/2008 at 7:20 PM Accepted
    Agree with the comments that 20's loses me. even from a visual format.

    The most important thing you can connect with in a mobile setting today is ease of use, (readability), quick to understand, and no cost to receiver (in your case you explain the consumer gets paid - I'm assuming a promotional discount).

    You stated eeryone is in this category (mobile) and I think you may have understated that.

    To answer your question - era setting branding, no. Most people over engaged with mobile are too young to get the subtle nuances. International may miss it completely and those old enough and into mobile technology are not looking for promotional offers to clog their time or service. No matter how good.

    To me, just pick a simple, clean look and let your copy drive the concept. A great headline will take you much further indelivering the brand, it's position and the business offer. if you need - add a character or design element that you can own (not being done by others in this space) and make it part of the logo, all ad layout etc. You'll do better getting your product across by staying simple. In fact less is more if I can be cliche'.
  • Posted on 9/28/2008 at 12:42 PM Accepted
    Rene, I would keep the current logo and reposition it by retelling the company's story. A brand is only a face. You can dress it up and make it anything you want by telling a great story with wonderful supporting images.

    I'd think in terms of developing the brand's personality instead of an entire makeover. I agree that the retro '30s look is not hip enough. Why not a Maxwell Smart type character? Who better used mobile technology and spoke to two different generations?

    In our opinion at Garden Media Group, that a brand is much more than a logo. It's the entire package.

    Suzi McCoy, www.gardenmediagroup.com
  • Posted by reneandlesley on 9/28/2008 at 6:24 PM Author
    Thanks to all those who commented. I have taken on board all the ideas and have reassessed the direction that I was taking. Whilst I do not fully endorse the future concept which would create little or no difference with every other brand out there I understand the need to ensure that the brand does not get too caught up in era driven imagery.
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