What Old (or Tired) Firms Can Learn from the Rebranding and Marketing of a 125-Year-Old Beer BrandBy Joe Walsh
June 30, 2015
In our recent study, Brand Regression?, we asked CMOs and CEOs of professional service and broader B2B firms to list the top catalysts for changing their brand strategy or expression (visual identity). See the full study here.
The two top reasons were "our brand is old and tired" and "our competitive landscape has changed." Sounds like a common problem in your corner of the B2B market, right? Well it's common in B2C categories, too, like beer.
That's why a recent Adweek article on how Narragansett Beer rebuilt its brand caught our eye. The beer is from Southern New England, near where I grew up. The low price offering had earned a reputation for being low quality; people called it Nasty-gansett. Talk about a brand problem.
Now all that has changed with product innovation, repackaging and smart campaigning that blends social media, branded content and events. Have a quick read of the Adweek article on rebranding for some refreshing inspiration.
Of course, not all the tactics will be right for your marketing but the out-of-the-can thinking is worth sampling.