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