Page 12 - Start Up_V. 2

ENTREPRENEURSHIP

Rebranding Done Wrong

n this fast paced, increasingly savvy In 1985, amid increased competition from Pepsi Cola
world, that has never and will never and depreciating market shares, Coca-Cola decided to
stand still. It is important to keep reformulate its recipe. However, the American public’s
evolving. We have heard it said reaction to the change was negative and the new coke
that your name goes before you considered a major failure. The company reintroduced
in all aspects of life. Branding, Coke’s original formula within three months. This situation
is no different. Businesses proved that new is not always better.
should ensure that they are
branded in a way that catches Tropicana, also redesigned its packaging. The change went
the customer’s eye. Standing into effect January 8th, 2009 and was instantly ridiculed
out as to convince a customer on social media. Sales fell by 20% within the first two
at first glance. In an attempt to months. The difference in design between the old package
remain fresh, significant, new and and the new made Tropicana unrecognizable to previous
relevant to both yesterday’s and today’s customers, and lacked any reference to the original icons
audience, businesses have to go down the of the old design such as the orange with the straw, the
rebranding route. logo, and the ‘Pure Premium’ tagline. The new design also
strayed too far from the emotional understanding of the
Rebranding is done in an attempt to remain on top or brand. It focused on the processed juice rather than the
regain ground that may have been lost to competitors. It oranges.
is enjoyable and effective when done right. The business
gets what it wants, including customer satisfaction all PepsiCo announced that they would be reverting Tropicana
in one perfectly placed slogan, logo, name and symbol. to the old packaging on February 23rd, 2019 “We
Your target market is reached and your product gets underestimated the deep emotional bond they had with
the recognition you have envisioned it having. You also the original packaging,” Said Mr. Cambell, then president of
get prospective clients to see you as a solution to their Tropicana North America.
problem.
Examples of rebranding that backfired are plenty and they
What is often overlooked is that rebranding is a toss of a serve as a reference point. Your strategy and approach
coin, and for a few tense moments, the whole company to rebranding needs to be well thought out and planned
holds its breath collectively, hoping the coin falls on the meticulously. You are never to rebrand from without.
right side. If not, it is a nightmare that worsens at the reality
of pulling off the mother of all comebacks, shifting the How to Avoid Nightmares
public perception in your favour. Luckily, you won’t free fall
into an abyss because you have a ripcord to pull on. 1) Think Twice - Clients are emotionally connected to the
product; always consult them before making changes.
The aim of rebranding is to recapture people’s minds and Run a poll or a competition so that they are engaged
propagate what you are offering. In the process, you need from inception.
to be mindful not to step on the proverbial toes of your
clients; this can have a detrimental effect on your product 2) Stay True - Motivate buyers to pick your product by
or service. building brand loyalty.
When the Sci-fi channel changed their spelling to Syfy in 3) Eliminate Confusion - It is not acceptable for
2009, ridicule was brought upon them because in many customers to see both the old and new brand at the
parts of the world Syfy is slang for the sexually transmitted same time. Confusion might arise if the new and old
disease Syphilis. If an organization is going to rebrand, it is brand are presenting conflicting messages.
imperative that extensive research is carried out before the
release of a new design. This will not only prevent a public 4) Social Media - Customer views spread like wild fire
outcry resulting from a poorly thought out design, but will so have a team in place that is fully versed in your
also ensure sales and profits are not affected. Carrying out rationale for rebranding.
research will see you have everything needed to prepare
the customer for the rebranded product. Do not befuddle 5) Timing is Key - Done properly, bold moves can be
clients and customers by rolling out a product without ingenious. The opposite may damage your company.
consultation. In as much as this is cliché, remember that
the customer is always right. 6) Lastly, get a brand guru to help with the
conceptualization of a winning game plan.

9 The Africa We Want