Senior Research Executive
COGS OF INDUSTRY
Back in July we wrote about Airbnb’s rebrand and its polarised responses, illustrating how tricky updating brand identity can be. This week Clive Rohald, creative director at Siegel+Gale, writes for The Drum with six tips on how to make over brand identity without alienating consumers, and how research is vital in keeping brands alive.
LETTER FROM AMERICA
In the last nine months, Miller Lite has already sold 32 million more cans than it did in 2013. This is no mean feat and has rescued the brand from a sales slump that had been sliding since 2009. This success can be attributed to a clever pack redesign and marketing strategy. Launching a limited edition of its original 1975 white can, with a tie-in to Anchorman 2 seems to have hit a sweet spot, appealing to Millennials (for its vintage cool) and older drinkers (nostalgic of the beer they used to drink) alike. Some customers even reported that the drink tasted better than before, suggesting that design expectation can become product experience.
Our in-house sustainability team came across ecostore this week, an eco-conscious brand from New Zealand whose products range from laundry and household cleaning to hair and skincare. Where many other natural household brands opt for packs that reassure on the scientific credentials, ecostore goes full-throttle on the emotive angle; with black and white family-album-style photography, reminding us that things in our home are worth protecting naturally.
In the city of Chongqing, China a stretch of pavement has been created exclusively for the use of smartphone-focused pedestrians, to avoid unnecessary collisions. However, doubts are already creeping in over the practicality of such a solution – apparently many residents are still ignoring the rule.
NAME THAT BRAND
Here’s the answer to last week’s Name That Brand. Why not give us a shout if you know the answer to this one?
And then, if you fancy the challenge, play the full game right here.