Sunday 1 March 2009
Implementation, Rebranding and Design
The majority of UK companies see a successful rebrand as a key way of weathering the recession, according to new research.
Implementation, Rebranding and Design, a report commissioned by branding consultancy the Principle Group, surveyed 250 marketing directors of blue chip companies and UK business owners and found that the majority recognise the importance of rebranding in a downturn and acknowledge the role of design in assisting business recovery. A few that is shared here at EC and the brands that we represent.
85% said that design can play an important role in generating a recovery for some brands. A successful rebranding was seen by 64% of UK business leaders as a route to gaining a competitive edge. Similarly, 63% agreed that a new identity signified a ‘bold embracing of change’.
“Any brand with the appetite to develop its identity in a recession demonstrates a willingness to challenge the market and a commitment to its businesses, services and products”.
The report shows a number of examples that includes Tesco retaining its ‘Every little helps’ approach and Aldi actively marketing and advertising its core ‘value’ proposition to a new audience of middle-class shopper. Also this month Citroen launched a new identity and according to Citroen Communications Director: “At a time when the bulk of the automotive industry is suffering a loss in confidence, we’re using the opportunity of a difficult climate to change the relationship with customers and show them that the company is reinventing itself”
In-fact in a way, us the designers should be communicating the strength and power of good design, its value and relevance to success for business owners and in this report 76% agreed.
Source: Principle Group
Implementation, Rebranding and Design, a report commissioned by branding consultancy the Principle Group, surveyed 250 marketing directors of blue chip companies and UK business owners and found that the majority recognise the importance of rebranding in a downturn and acknowledge the role of design in assisting business recovery. A few that is shared here at EC and the brands that we represent.
85% said that design can play an important role in generating a recovery for some brands. A successful rebranding was seen by 64% of UK business leaders as a route to gaining a competitive edge. Similarly, 63% agreed that a new identity signified a ‘bold embracing of change’.
“Any brand with the appetite to develop its identity in a recession demonstrates a willingness to challenge the market and a commitment to its businesses, services and products”.
The report shows a number of examples that includes Tesco retaining its ‘Every little helps’ approach and Aldi actively marketing and advertising its core ‘value’ proposition to a new audience of middle-class shopper. Also this month Citroen launched a new identity and according to Citroen Communications Director: “At a time when the bulk of the automotive industry is suffering a loss in confidence, we’re using the opportunity of a difficult climate to change the relationship with customers and show them that the company is reinventing itself”
In-fact in a way, us the designers should be communicating the strength and power of good design, its value and relevance to success for business owners and in this report 76% agreed.
Source: Principle Group
Labels: design strategy, opinion, rebranding