rebranding

Why Cillit Bang was wrong to lose Barry Scott

One of Reckitt Benckiser’s most iconic brands, Cillit Bang, recently launched a new ad campaign, moving away from fictional cult hero Barry Scott for the first time since the product launched. 

Frankly I think it’s the worst thing to happen to advertising since Captain Birdseye was traded in for a younger model or Mr Muscle was replaced by a bloke who was actually muscular, and I intend to explain why.

Five tips for a successful rebrand

A rebranding exercise is an exciting project for any company. But it will present challenges too, not least because the process, from concept to roll-out, can take months if not years to implement. 

The value that your brand represents to your overall company value can be as much as 15%, and in the case of a business like Coca-Cola, that figure is 50%. Getting a rebrand implemented smoothly and accurately, therefore, can have a massive impact on your business.

In my experience, success is most accurately measured by the implementation phase of a rebrand. In my early career at various branding agencies, I frequently saw branding projects lose momentum, strength and vitality in the implementation stage – because the process was, to put it bluntly, chaotic. 

Implementation can cost as much as 20 times the price of brand design. If you pay £100,000 for the design phase, you’ll pay £2m for the roll-out. And, if you don’t get it right, you are going to see a disappointing return on investment.

So I offer the following as the five strategic actions that, in my view, come together in assuring a successful rebrand.

DC Entertainment rebrands with interactive logo

Rebranding is never easy. A company’s visual identity is extremely important, and established companies can risk a lot when they make changes, making change challenging.

Such a challenge was faced by DC Entertainment, which yesterday unveiled
its new brand identity. The iconic comic publisher, whose fictional characters
include universally-recognized figures like Superman and Batman, was
founded nearly 80 years ago. But you wouldn’t know that looking at its
new logo.

Overstock learns that .com is still king

During the internet boom of the late 1990s, companies flush with investor cash regularly spent big bucks acquiring generic .com domain names.

The rise of the .com domain name culminated in the sale of Business.com for $7.5m in 1999.

After the .com bust, the pace of multi-million dollar domain name sales slowed, although more than a few domains have changed hands for seven figures in the past decade.