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    This is the personal blog of Simon Kendrick and covers my interests in media, technology and popular culture. All opinions expressed are my own and may not be representative of past or present employers
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The power of successful rebranding

Rebranding can be a large scale venture. Rebranding can be a small scale venture. Some rebrands work. Some don’t.

Successful rebrands don’t have to be complete overhauls. They can be minor tweaks – a new campaign, or a new logo for instance.

Look at Dave. It was the same channel, and had minimal schedule change (I believe Whose Line is it Anyway was the only addition). But a new name (moving from the rather forgettable G2, which people would confuse with a +1 channel) and a new platform (moving to Freeview) resulted in a hugely successful relaunch.

Dave is now the 4th most popular multi-channel station, behind ITV2, ITV3 and E4 but ahead of G.O.L.D – its former parent station.

Small, targeted changes give impetus. And impetus matters – check out the ratings for King of the Hill. The announcement of its forthcoming cancellation reminded people that it was still on air – there is now an impetus to watch it while it lasts.

A change of figurehead can signal a new impetus. CEOs regularly come and go in order to appease stakeholders. To take one example, Steve Jobs’ return to Apple paid huge dividends – Jon Steel has a nice account of this in Perfect Pitch.

And to take another; America has just elected a new President. A President with fresh impetus running on a platform of hope and change.

barack-obama-hope

I’m hopeful that there will be a successful change.

sk

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