Rocketpig
01-16-2006, 09:44 PM
Today is a slow day, so I started thinking about all the companies that have been rebranding over the past few years... We've discussed several of them lately (Kokak, AT&T, Quark *hysterical laughter*, etc...) and most of the time, there seems to be a general consensus that no real improvement was made and that they were rebranded simply for the sake of rebranding.
So, in your opinion, who HAS been successful with a rebranding?
One that pops into mind immediately is UPS. It's been a few years since they did it, but I really like their "What can Brown do for you?" campaign. It sticks with their very unusual corporate color and differentiates their company, trucks, and workers based solely on that color. Kinda cool IMO. They also updated their logo (kept with the same theme and updated it a little) and keep a strong theme throughout their logo, "merchandise" (trucks, uniforms, etc), commercials, and website (though I think their site is the one weak link; very functional but not very visually stimulating).
Any other companies out there that you think have done a good job of rebranding?
So, in your opinion, who HAS been successful with a rebranding?
One that pops into mind immediately is UPS. It's been a few years since they did it, but I really like their "What can Brown do for you?" campaign. It sticks with their very unusual corporate color and differentiates their company, trucks, and workers based solely on that color. Kinda cool IMO. They also updated their logo (kept with the same theme and updated it a little) and keep a strong theme throughout their logo, "merchandise" (trucks, uniforms, etc), commercials, and website (though I think their site is the one weak link; very functional but not very visually stimulating).
Any other companies out there that you think have done a good job of rebranding?