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Out with the old, in with the new.

In order to keep up with our fast-paced marketplace, companies, products, and services are constantly exploring fresh ideas and new identities. Many of these rebranding efforts result from a number of needs including, but not limited to: ridding a company of negative connotations, entering a product into a new market segment, merging companies, or simple updating. Many notable entities have succeeded in rebranding efforts focused on the company itself (utilizing new logos, mottos, taglines, names, etc.), and have retained unwavering brand loyalty. And now, to turn the spotlight on one such company …

Coca-Cola. This exemplary brand has undergone a makeover to add a fresh new twist to their bottles and cans. Coke cans and Sprite cans are now donning new looks with clean and fresh features. Not to say the old cans were in desperate need of a change, but it is nice to keep consumers on their toes in order to truly appreciate the value of the brands they patronize.
On the Coke Classic can, the excess clutter of bubbles, stripe of yellow, and plentiful swirls have been eliminated to allow full attention to be focused on the red and white logo of Coca-Cola. In my opinion, this rebranding effort was a brilliant move for such an iconic company. Coca-Cola has established itself as a powerful brand and has earned its claim in the soft drink industry. This rebranding effort acknowledges the bold, confident, and trusted name of Coca-Cola that so many people worldwide know and love.

Sprite, a Coca-Cola product, has also received a can makeover. The new cans appear to be somewhat edgy and revolutionized. The colors are vibrant, edges are jagged, and logo is somewhat futuristic. The same basic color schemes and font have been incorporated into this updated new look. This rebranding effort reveals careful positioning and planning on behalf of Coca-Cola. With all the new soft drink variations entering the industry, something had to be done in order to keep Sprite on the leader board. The new look connects with the target market using a fresh, inventive, and confident approach.

These two examples of rebranding show the important impacts of staying one step ahead of the industry. With more creativity than ever before, companies are constantly competing for top-of-mind awareness amongst consumers. Researching, experimenting, updating, reinventing, and connecting; these terms are becoming the common vernacular of today’s companies.

As the saying goes, the only constant in the universe is change.
Don’t get left behind.

Contributed by Carrie Friedrich

Remember the phrase, “If you’ve got it, flaunt it?”

Not anymore. Just yards away from our Charlotte location you can find yet another example of business responding to Americans’ new appreciation of frugality.

The Ballantyne Resort (owned by Bissell Family of Companies, which developed our Charlotte home, the Ballantyne Corporate Park) has changed its name to The Ballantyne Hotel and Lodge. The transition has been taking place over the past two months.

For those not familiar with the area, the Ballantyne neighborhood has become a who’s who of Charlotte’s corporate and social elite, and the Resort is one of the best places to meet, golf, and stay in the area.

According to an article in the Charlotte Observer, “The luxury meeting place and golf course has officially changed its name to The Ballantyne Hotel and Lodge after hearing from corporate customers who said the term “resort” carried too much of a high-dollar stigma in today’s economic and political climate.”

And who can blame them? After public and congressional backlash from recent corporate retreat / Continue Reading »

I’m a sucker for an onomatopoeia –and KABOOM! packs quite a punch. This high powered bathroom cleaner (and ancillary products such as Bowl Blaster) uses aggressive naming to let consumers know this product is ready to show your bathroom who’s boss. The only thing that will get your tub, toilet and tile cleaner than KABOOM! is a vat of sulfuric acid and a wrecking ball.

And while I appreciate that some people may not want such explosive imagery around their toilet bowl, you have to admit, the name KABOOM! paints quite a picture when it comes to total soap scum and mildew obliteration. Plus, how much fun does Billy Mays appear to be having each time he says the products name? I want to buy the product simply so that I can yell KABOOM! with every pull of the plastic nozzle trigger.

So whether you appreciate the name, or it just makes you laugh, it’s certainly memorable. I’m glad to see that Church & Dwight is willing to use a name that can stand out from the sea of ho-hum descriptive cleaner brands on the shelves today.

Contributed by: Maghan Cook