rebranding

Brand Expansion, Diversified Marketing & Business Growth

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Angry Birds Are Everywhere!

It seems like everywhere you look “Angry Birds” is popping up as another product. Two years ago we saw plushies and various children’s toys enter the market, then shortly afterwards gummy candies begin popping up on super market shelves. Now we are finding their own brand of cola cropping up.

This begs the question, is this smart marketing?

One can argue that if they are selling and turning profit, then yes indeed it is. Yet one has to be careful, diversifying and attempting to place your brand into new market regions can be a risky proposition with long-lasting repercussions.

Take these “Angry Birds” for instance. Is the same demographic that the games, plush toys, candies and t-shirts appeal to, the same that would look at drinking this cola?

Probably yes and this could be a safe and smart choice.  However that is not always the case.

If one intends on entering a new market region with their brand, products or services, then they MUST do their research. History is full of examples of brands that tried – and failed – at creating new sources of profit. One needs to be aware of all of the variables that can affect their success and sometimes those variables are just about impossible to prep for.

There is always a certain level of risk when seeking new target markets to aim for. By doing the homework and paying attention, that risk can be greatly reduced. Whether you are a small business or a large corporation, seeking new markets is a key to growth. Searching out people who can benefit from your products & services, or adapting existing products & services to meet a new markets needs always merits investigation.

But remember doing it haphazardly could cost you big.

We will leave you with few examples of diversified marketing failures from the giants who should have known better:

  • Turner Broadcasting. Their attempt at Guerrilla Marketing quickly became a fiasco when their novelty glowing signs were mistaken for terrorist threats.
  • Coca-Cola. Everyone in the industry is familiar with the 1980’s “New Coke” failure.
  • Gap. Had a quick two day stint with a new logo before realizing it just wasn’t cool.
  • Netflix. Tried to hit two rival markets at once… oops!

Okanagan Small Business Marketing

Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.

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“Gredo Shot First” – The Worlds Worst Rebrand

Han Solo was the definitive black-hat wearing hero. Brought to life by the one and only Harrison Ford, he quite frankly, helped to position Star Wars as the pivotal piece of movie making history it is has been.

Then the “re-mastered versions” hit…

…and in what has been widely regarded as a disgraceful move on the part of George Lucas, an entirely new generation of Star Wars fans was led to believe that “Greedo shot first”.

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Han Solo was forcefully rebranded.

No longer the gun slinging, droid smuggling, Millennium Falcon owning bad ass who shot first and asked questions later, Solo was the victim.

“Greedo shot first”.

The fact is that, this illustrates a very important aspect of any branding / rebranding campaign.

KNOW YOUR MARKET!

Look at the devastating affect that “New Coke” had in the Coca-Cola brand in the mid 80’s. Yes it seemed like a good idea at the time, and how could you go wrong with Bill Cosby endorsing it?

But as hindsight shows… Oops!

Remember that just because an idea seems popular, mainstream or even “politically correct” that does not make it the right one for your brand.

Greedo did not shoot first, if he did then everything we knew about Han Solo has been put into question.

Don’t place your brand in a similar position – before changing your image, make sure you consider all of the variables.

Branding and Rebranding will define your businesses destiny – be sure to shoot first.

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Transition Marketing Services. Our passion is educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how were doing or if you have any questions.