The brand change can be greatly changed the company’s trajectory, as you can see in a variety of successful examples. DunkinBurberry accepted modern luxury as an influential figure like Emma Watson, so he focused from donuts to coffee. Airbnb’s “SELD Agende” campaign emphasized the community. Old spices Used mood Activate the image. This strategic movement shows how a company can finance and connect with consumers. Each case provides valuable insights on effective effects. Brand change Strategies worth more exploring.
Main takeout
- DUNKIN ‘has increased coffee sales by investing in drinks and modern shops and dropping “donuts” to focus on mobile orders.
- Burberry has modernized the logo and participated in young consumers through digital innovation and transformed into a modern luxury brand.
- The Airbnb’s “SELD Agende” campaign has contributed to millions of listings and $ 31 billion by improving identity and community focus.
- OLD SPICE updated humorous advertising and designs to activate brands, increasing body wash sales by 107%.
- Starbucks has evolved from a coffee seller to a lifestyle brand by improving customer experience and promoting a strong emotional relationship with consumers.
DUNKIN’s brand drops donuts
when DUNKIN ‘Donut In 2019, the “donut” dropped “donuts” and the brand’s identity has changed significantly with the goal of adjusting with Evolving. Consumer preference.
This movement is one of the remarkable things Brand change example In recent years, Dunkin has focused on coffee and drinks. The company invested $ 100 million Modern store design Mobile orders have been improved to become more versatile destinations for food and drinks.
DUNKIN ‘saw following the brand Coffee sales From 1.6 billion cups in 2019 to 4.4 billion cups in 2021.
This successful branding effort is located. Dunkin ‘ It shows how the brand meets the changing consumer demands with other companies that have effectively changed the brand.
Burberry’s brand change magic
Burberry‘S Brand change in 2009 It indicates a considerable processing time for the brand to move away from the negative connection and relocate it. Modern high -quality icons. This variation is often cited among the best brands of all time.
The main factors of the Burberry strategy are:
- Enlistment Emma Watson With the face of a brand that attracts young consumers.
- Modify the logo with a smooth typeface in a traditional horse emblem.
- Emphasize digital innovation and social media participation to improve online location.
- Enables marketing campaigns related to British Chic Style.
Burberry increased income of more than 2 billion pounds in 25 million pounds in 2000 Effective branding The meaning of successfully capturing modern customers.
Air B & B’s brand change: It belongs anywhere
Air B & BEfforts to change the brand’s brand, focusing on the theme of “Where are you” belong to the way that emphasizes the community and empathizes with the user.
Introduction beautiful The logo and the refreshing color palette enhanced the visual identity, making the brand more relevant and more attractive.
This strategic change not only contributed to the surge in listing, but also Market evaluation Before IPO.
Focus on community and affiliation
The brand change can greatly change the company’s identity, and in the case of Airbnb Community and affiliation It was the center of change. This strategic pivot has grown significantly by redefining the role in the travel industry.
The main side is as follows:
- The introduction of the “Bélo” logo symbolizes the connection with the community.
- Changes in the direction of comprehensive performance and diversity that show hospitality around the world.
- The storytelling of the platform improves user experience to emphasize local attractions.
- More than 7 million people have been listed by 2019 due to the successful relocation of home sharing services as a global hospithal liti brand.
These factors were able to improve Airbnb with resonance with the user. Brand identity It contributes to the $ 30 billion evaluation before IPO in 2020.
Visual identity conversion
The important aspect of the evolution of Air B & B is related to its reconstruction. Visual identityIt played an important role in improving the existence of the brand.
The introduction of the “Bélo” logo was emphasized by symbolizing people, places, love and Airbnb. Community and affiliation. This visual identity conversion is A Light red palette It is paired with bold purple and turquoise shades that reflect passion and emotional connections.
https://www.youtube.com/watch?v=fve1yoxtmam
The custom version of the ‘circular’ font also integrates the brand’s image on a variety of platforms. next Brand changeAir B & B’s list is over 7 million In 2019, it shows the effect of new identity for attracting users.
Eventually, this change contributed to the $ 31 billion evaluation of Airbnb before IPO in 2020, emphasizing significant financial impacts.
Bold brand change of old SPICE
Old spices‘S conversion In the late 2000s, this is a representative example of how the brand can do successfully. Re -crush yourself Maintain relevance in the changing market.
The brand change includes some major elements.
- A humorous and attractive advertising campaign that changes the image from old to trendy.
- Updated logo and packaging design that appeals to young consumers and respects legacy.
- Memories and stories that increase the brand visibility significantly.
- Body wash sales increase by 107%, strengthening the position as the No. 1 male body wash brand in the United States.
Old spice’s bold brand change shows the effect. Strategic marketing Packaging to revitalize the brand’s image and re -design it to connect with a new audience.
This proves that innovation can lead to amazing success.
Coca -Cola’s brand change: always refreshing
Coca -Cola through history Branding strategy It meets the evolving preferences of consumers. Controversial release New coke In 1985, he aimed to reconstruct a classic drink, but faced loyal fans’ backlash. Coca -Cola originally introduced the official formula while responding quickly. Coca -Cola ClassicStrengthen the dedication to brand heritage.
The company emphasizes nostalgia In marketing that is essential to maintain customer loyalty. In addition, Coca -Cola often updates branding and focuses. Sustainability and health Appeal to modern consumers.
Recent innovations include new packaging designs and digital participation initiatives to increase their relevance as they maintain their symbolic identity in the competitive environment.
LEGO’s brand revival
Lego‘S Brand revival It shows a strategic focus Creative innovationFranchise cooperation and Community participation.
Partnership with popular franchises Star Wars and Harry PotterLEGO has greatly improved the appeal to the new generation.
In addition, initiatives, such as LEGO IDAS Platform, have encouraged a strong community sensation, allowing fans to contribute to design and solidify LEGO’s position as a leader of creative play.
Creative innovation focus
As the toy industry faced significant changes, one brand was able to change the property by emphasizing. Creative innovation: Lego.
The company focused on the main areas of attracting consumers of the new generation, and activated the image.
- Community participation: LEGO started the initiative and events that foster connections among all ages.
- Sustainability effortThe brand has integrated eco -friendly data into product lines and packaging, appealing to consumers with environmental awareness.
- Creative play leadershipLEGO enhances the creativity of children and adults by strengthening its identity as a leader of imaginative play.
- Financial recovery: LEGO’s sales from 2005 to 2020 have surged from $ 1.6 billion to more than $ 5 billion, showing innovative strategy success.
The strategic focus on creativity and sustainability is Competitive toy market.
Franchise cooperation increases appeal
Many brands are struggling to adapt to changing consumer preferences Partnership with a popular franchise It helped to activate LEGO’s appeal.
Cooperation with the franchise Star Wars and Harry Potter very Increase in salesAttracting fans of a new generation. for example, Star Wars Partnership In 2019, 12 different sets of LEGO’s total sales increased by 25%.
This collaboration strategy was emphasized. Creativity and storytellingFans can participate in their favorite franchises through the dialog building set. By matching the modern pop culture, Lego not only activates the product, but also additionally. I have expanded my appeal Strengthen its status as a leader of creative play for both children and adult collectors.
https://www.youtube.com/watch?v=sb9if7wbnus
To activate the brand, LEGO Community Participation Initiative Public relations Collaboration and creativity Fan base. These initiatives increase their ownership and strengthen their relationship with lovers.
Some major efforts are:
https://www.youtube.com/watch?v=e1bjkperpps
- LEGO Idea Platform: Fans can submit and vote for a new set concept to improve participation.
- Fan event and workshop: This meeting encourages the creativity and connection between the LEGO lovers.
- Lego FoundationThis organization focuses on inspiring children’s creative play and improving community participation.
- Sustainability initiativeLEGO’s promise to use sustainable materials by 2030 is appealing to consumers who have environmental awareness in line with community values.
This strategy effectively deployed Lego as a leader of creativity and community participation.
Starbucks’ brand: focus on experience
Starbucks The company finished the brand by changing the focus with the overall improvement in selling coffee. Customer experienceIt recognizes that a powerful connection with consumers exceeds the product itself.
The company has expanded to A Lifestyle brandstress Community participation Comfort of the store design. The new layout encourages customers’ interactions to make each visit more attractive.
Starbucks has been introduced additionally LoyaltyIt greatly improves customer maintenance and sales. They maintained consistency Visual branding element Strengthen the customer’s recognition and loyalty throughout the position.
The simplified siren image appeals to a wider audience, reflecting modern aesthetics.
These strategic changes have changed Starbucks to A destinationIt is for experience as well as coffee.
conclusion
as a result Successful branding The company’s identity can be greatly reconstructed Market location. The conversion to Dunkin’s coffee, the modern advanced appeal of Burberry and the community focus of Airbnb show how the target strategy can be improved. Consumer connection. Similarly, the humorous approach of OLD SPICE, Coca -Cola’s perfume branding, Lego’s community participation and Starbucks’ experience shows a variety of ways that the company can use. This example is not only a simply activating the brand, but also an additional example. Drawing growth Consumer loyalty in the competitive market.
Image through ENVATO
