As branders, we love watching brands evolve, grow and take charge. How a rebrand unfolds, and the reasons behind it, is intriguing at least. And done well, a rebrand can make a big difference in fan loyalty and market share. Two very popular consumer brands officially announced brand updates within days of each other, and while “rebrand smackdown” may be a slightly exaggerated way to refer to it, we think it could be fun to compare notes for these two established, consumer-facing brands.
Company ABC is a tech consulting firm in the secure government contracting space that promotes a fundraising event for a highly respected, well run charity for rehabilitating soldiers injured abroad. The veteran owners and many of their clients care passionately about the cause, and the thousands of dollars they contribute directly impact those in need of immediate assistance. Their contribution fills a vast funding deficit and gives the charity a much needed financial boost. And, it serves as an expression of Company ABC’s brand. They pride themselves on their integrity, reputation and transparency, and their commitment to their clients, country and community is evident in their brand from the way they provide services to the way they demonstrate giving back.
BMW wins Coolest Brand, Best Performance Brand and Best Exterior Brand Design, 2009.
