Dealing with customers who prefer the old brand?

A PwC report (2023) found that 73% of customers feel more loyal to brands that actively solicit and respond to their feedback. Create dedicated channels – surveys, hotlines, social media polls – for customers to voice their concerns. Actively listen to what aspects they miss most about the old brand. This can reveal valuable insights: are there elements worth incorporating into the new brand, or is it a communication gap hindering positive perception? By demonstrating you value their opinions, customers feel heard and acknowledged, fostering trust and potentially mitigating resistance to change. After all, a successful brand transition requires not just a great new brand, but also a commitment to your existing customer base.

Ouvir clientes sempre é básico. A raz?o de existir de uma marca é seu público. Se este público manifesta preferência pela marca antiga face a marca nova, o primeiro passo é tentar entender o que acontece. A que a marca antiga remetia e a que a marca nova remete. Existe percep??o negativa ou ponto de desconforto em rela??o à marca nova ou apenas uma rela??o forte e emocional com a marca antiga. Esse desconforto indica, por outro lado, a rela??o forte com a marca e, parece, indica também confian?a, que é o espa?o necessário para que se abra uma conversa sobre a mudan?a.

When dealing with customers who prefer the old brand, it's crucial to empathetically listen to their concerns, acknowledge their loyalty, and educate them on the benefits and enhancements of the new brand. Offer personalized experiences, highlight improvements that address their needs, and gradually guide them towards embracing the brand's evolution while maintaining respect for their attachment to the previous version.

When customers prefer an old brand, focus on understanding their reasons and addressing concerns. Highlight improvements in the new brand while acknowledging the strengths of the old one. Emphasize continuity and shared values between the brands. Offer personalized demonstrations or trials to showcase new benefits. Listen actively and validate customer feelings, but gently guide them towards embracing change. Provide excellent customer service to build trust in the new brand. Consider retaining popular elements from the old brand if feasible. Be patient and allow time for adjustment, offering support throughout the transition.

From my experience, dealing with consumers who prefer the old brand starts with listening first. For instance, when we rebranded the primary and secondary packaging of our product, some consumers expressed a preference for the old version. We organized a series of listening sessions where consumers could share their thoughts and concerns. By truly understanding their feedback, we were able to identify the elements they missed most. We then had open dialogues with our stakeholders to discuss these insights and find ways to integrate those beloved features into the new design. This approach not only respected our consumers' opinions but also strengthened our brand by showing that we value their input.

Customers missing the old brand? Here's how I win them over: ?? Listen First: Acknowledge their concerns & understand their perspective. ?? Highlight the Evolution: Showcase how the new brand builds on the old, offering improved value. ?? Benefits Make the Case: Clearly communicate how the new brand better meets their needs & aligns with their values. ?? Focus on the Future: Frame the change as an exciting new chapter for the brand & their experience. By fostering understanding & emphasizing the positive aspects of the new brand, I bridge the gap & turn hesitant customers into enthusiastic supporters. ???

1. Emphasize the enhancements and innovations in the new brand. 2. Show how the new brand meets current customer needs and values. 3. Make the advantages of the change clear and relevant. 4. Acknowledge the old brand while focusing on evolution. 5. Explain how the new brand enhances the customer experience. Example: When Dunkin' Donuts rebranded to Dunkin', they highlighted their expanded beverage offerings and streamlined menu, showing how the new brand better aligns with busy, on-the-go customers while maintaining the quality and familiarity of their products.

Clearly communicate the reasons behind the rebranding and the brand's future direction. We've rebranded to better reflect our commitment to sustainability and innovation. Focus on how the new brand will enhance their experience. Show how it aligns with their needs and values. The new branding signifies a wider product range that caters to your evolving needs.

Communicate the new brand's value by emphasizing its innovations and alignment with customer needs. Show how it naturally evolves from the old brand, enhancing their experience without losing familiar elements.

Por que a marca mudou? Até que ponto os motivos que levaram os gestores da marca à mudan?a ficaram claros para os consumidores? E esses motivos foram suficientemente fortes e convincentes para que entendam a mudan?a e apoiem? Além dessa comunica??o básica, talvez seja preciso contar um pouco mais sobre as cren?as da necessidade de atualiza??o da marca como um processo natural. Mudan?as fazem parte da vida.

Bridging the gap between old and new brands is key. A study by the Harvard Business Review (2023) found that leveraging nostalgia can boost customer engagement by 20%. Consider limited-edition "classic" product lines or subtly incorporating familiar elements into new offerings. This eases the transition for loyal customers (HBR, 2023). However, strike a balance. Overreliance on the past can hinder new brand identity. Use nostalgia strategically – a warm reminder of the past propelling customers towards the exciting future your new brand represents.

Identify elements of the old brand that have been retained in the new identity. This creates a sense of continuity. We've kept the brand's signature color scheme, but with a modern twist. Proactively address specific concerns customers might have about the changes—product quality, customer service, etc.

Bridge the gap by blending old and new brand elements. Limited runs of classic products or familiar touches in new offerings can ease transitions, using nostalgia to enhance, not overshadow, innovation.

Use incentives like special promotions, loyalty rewards, or exclusive access to entice customers to try the new brand. These offers create positive experiences that gradually shift their preferences.

1. Introduce limited-time offers to attract interest. 2. Provide rewards for loyal customers to encourage engagement. 3. Offer early or exclusive access to new products. 4. Ensure incentives create a positive customer experience. Example: When PepsiCo launched its new product line, they offered a buy-one-get-one-free promotion and exclusive early access to their most loyal customers, which helped drive initial interest and positive experiences with the new brand.

Use multiple channels (website, social media, email) to educate customers about the changes and their benefits. The GAP used social media campaigns to explain the reasoning behind their logo change and engage customers in discussion. Create interactive experiences that allow customers to explore the new brand in a fun and engaging way. Oreo offered a virtual reality experience to showcase their new cookie flavors.

1. Share the rationale and stories behind the new brand. 2. Highlight research, design process, and benefits. 3. Provide engaging content to educate customers. 4. Host workshops, social media interactions, or community events. Example: When Airbnb rebranded, they launched a campaign explaining the meaning behind their new logo and design, sharing stories from the community, and hosting local events. This approach educated users on the brand's evolution and engaged them in the process, building a stronger connection with the new brand identity.

Awareness campaigns can make customers more familiar with the new brand. Once they see the new brand regularly over a few weeks, many of their reservations will quickly fade. Use advertorials to explain the background of the relaunch, and work with the press or relevant voices on social media to highlight the reasons behind the changes. Engaging with customers through these channels helps them understand and appreciate the new brand, ultimately transforming their preference through better awareness and involvement.

Consistency is Key: McKinsey research (2022) shows successful brand transitions require a seamless customer journey. Messaging matters, but ensure all touchpoints, like store layout & website navigation, reflect the new brand while maintaining familiarity. This builds trust & reduces friction, reassuring customers they're getting the quality they value with a fresh look.

Em qualquer período de transi??o, quem acompanha a transi??o como público sem poder de decis?o sobre a marca, precisa ter certeza do porquê e dos ganhos para a marca. E por conseguinte, para quem é f? da marca. Nesse sentimento, uma vez feito o movimento os pontos de contato e momentos da marca dever?o repercutir a mudan?a e, mais que tudo, seus benefícios de maneira prática e esclarecedora.

Ensure that the entire company uses the new CI/CD (Corporate Identity/Corporate Design) from day one. Search for any remnants of the old branding and remove them completely. Even if the original production of items like giveaways was costly, they should no longer be used. It’s crucial that customers experience consistency and see only the new branding at all touchpoints. This consistent approach helps build trust and familiarity with the new brand over time, reinforcing the brand transition effectively.

1. Monitor Social Media: Keep an eye on social media for real-time feedback and sentiment analysis. 2. Employee Training: Ensure employees understand and can communicate the new brand effectively. 3. Consistent Rollout: Maintain consistency in how the new brand is presented across all channels. 4. Patience: Understand that brand transitions take time and patience.