How Old Brands Feel New Again
Iconic brands including Coors and Jello-O are revitalising themselves to win over new audiences as consumer tastes change. Plus, the rise of 'Christmas creep'.
The billion-dollar brands spending big to go from stale to chic
A great brand can sell products, connect with customers, attract great employees and open investors' wallets.
So, to keep up with the pace of culture, brands are in a constant state of reinvention, from changes as subtle as a tweaked typeface, to wholesale overhauls of their portfolios and positionings. Rebrands can help a cereal box stand out on a shelf, make an insurance company's logo look cleaner on a phone screen, draw attention to the star ingredient in a new shampoo or convey a tech conglomerate's expanded scope.
"If they're done right, they're barely perceptible to the audience," says Deb Gabor, the US-based founder and CEO of Sol Marketing and the author of several books on branding. "Everyday consumers just feel more resonance and emotional connection and indispensability from the brand."
Rebrands tend to be expensive, years-long processes – especially for massive global organisations operating across numerous channels. But if they're executed well, they can take a declining business and turn it into a powerhouse, or make an old name feel relevant to a new generation.?
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Why holiday candy hits shelves so early
If you've noticed holiday products are appearing in stores earlier and earlier, you're not alone. This so-called 'Christmas creep' is growing, tempting customers to start their holiday spending earlier.
A prime example of this is holiday candy, which often shows up at retailers the moment Halloween wraps (in some cases, even before that). Experts say there are many reasons shelves are decked with marshmallow Santas and candy canes so quickly.
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– Meredith Turits, Editor, BBC Worklife
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The CEOs of Budweiser, Coors, Fosters, and Guinness walk into a bar and the bartender takes their orders. The CEO of Budweiser says "I'll take a Bud Light. It's crisp, refreshing, and doesn't hurt the budget!" The bartender moves down the line. The CEO of Coors says "I'll take a Coors light. It's colder, even more refreshing, and won't give you a beer gut!" The bartender moves down the line. The CEO of Forsters says "These guys are crazy, give me a Forsters. It's the coldest, most refreshing, and damned tasty!" The bartender moves down the line. The CEO of Guinness says "I'll have a water." The others give a confused look. The bartender says "but... why aren't you ordering a beer?" He responds, "well, nobody else did."