You walk into a supermarket with shelves full of different varieties of fruit juice. You cannot see what is on the inside, and yet, in a matter of seconds, it is almost always clear which one to pick. What drives this decision?
Ultimately, it all boils down to the connection that the brand is able to establish with its users through its design. In the world of brands and marketing, the book is more often than not, judged by its cover. Research says that as part of basic human nature, people are more motivated by an organization’s transcendent purpose than the transactional purpose. In simpler words, humans are drawn more towards how the product improves life. Simon Sinek had stressed on the same in his brilliant TED talk. Why should the customer believe that the product is indispensable to them? The best way to communicate this is through great stories.
Multiple companies in the past have tried reinventing themselves through rebranding campaigns to appear fresh and new to their users and keep them interested. However, rebranding a company with pre – established goals, values and message is not an easy job and many have suffered huge losses in trying to create a new image for themselves. Let us take a look at a few stunningly successful campaigns and some complete disasters:
- ‘Think Different’ by Apple – At a time when Apple was just a computer company dangerously close to bankruptcy due to stiff competition from rivals like IBM, Dell and HP, Steve Jobs turned the game around with a clever ‘Think Different’ campaign. The whole concept of this campaign was to challenge customers to see Apple as a lifestyle choice which reflected their individuality and not just as a product like many others in the market. The TV ad was launched with a ‘To the crazy ones’ tagline featuring famous personalities like Albert Einstein and Mahatma Gandhi. The promotional posters also featured a series of famous personalities with a ‘Think Different’ tagline. This approach turned out to be hugely successful for Apple and was indeed ‘different’ from what the world had seen.
- The ‘Lego’ Movie – There was a time in the 90s when LEGO was nearing bankruptcy due to competition with online games and was forced to rebuild itself brick by brick. The LEGO rebranding campaign was called ‘From Bricks to Clicks’ and involved a lot of focus on social media and meaningful brand extensions. The company started listening to their customers and even started sharing pop culture recreations on social media to engage with the audience. They built the LEGO Factory allowing fans to build and share virtual models through social media and created a LEGO Universe – a virtual world to build and live with their creations, to compete with online games. giving fans a virtual world to build and interact. They even ventured into cinema with ‘The LEGO Movie’. Lego’s evolution through brand extensions and adoption of customer innovation portrays the power of social media as a brand building tool.
- Pepsi Struggles – Pepsi has always struggled as a brand against their competitor Coca-Cola and have introduced multiple logo changes. In 2008, Pepsi released the latest iteration of their logo, rotating the circular icon and incorporating a “cheeky smile” into the design. They accompanied this with a revolting looking typeface and was not well received by the customers. It was also one of the most expensive rebranding campaigns with $1.2billion being spent on it over three years. A great waste of time and money we think.
- The Tropicana Debacle – Tropicana’s re – branding debacle is the perfect manifestation of the quote ‘Don’t fix what’s not broken’. A decision to change the classic Tropicana design to a cleaner 21st-century design resulted in a tremendous customer backlash. People had a certain connection with the plump Tropicana orange with a straw pumped into it and the rebranding made Tropicana lose it’s identity somewhat. Eventually, they had to move back to the original design. It was reported that they suffered a 20% drop in sales just after the rebranding and had put in $137 million in the complete process.
Design and branding have been instrumental to the successes and failures of multiple organizations in the past. After all, it is all about what your consumer thinks about you. Conquest mentoring sessions are aimed at helping promising startups scale the summit by meaningful interactions with stalwarts in multiple fields. Understanding the importance of product design, Conquest mentoring sessions offer a separate category of ‘Product Management’’. We hope mentoring from the right experts will help our Top 50 startups tell their stories better.