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Branding Restage - Gatorade

6/22/2012

1 Comment

 
As a follow-up to our previous post, Gatorade serves as an example of a well-conceived brand restage with results to prove it.

We believe their approach works because
- they knew what problem needed solving before the rebrand. There is no point to rebranding just for the sake of it.  Clear objectives are a must.
- they took a long, careful look at their core consumer (C1) and made the difficult decision to focus more specifically on the core's needs.
- they respected the roots of the Gatorade brand and considered its role within the company (C2)
- they understood that it was crucial to distinguish themselves from competitors (C3) in a truly meaningful way.
In short, the Gatorade team kept its eye on all three Cs.

Just as important, though, they walked the talk. Everything that the new brand stands for is evident in every part of the business - from the product line to where they advertise.  Sound strategy is absolutely critical, but committed execution wins the game.

Fast Company (required reading in our office) shares more of the background and particulars in its article, "How to Redefine a Flagging Brand."
1 Comment
branding companies link
4/15/2013 02:14:52 am

Every company needs to think about branding their products and services.

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    Author

    Betsy Kirkland, Hat Trick 3C's General Manager, loves branding and marketing so much that she sees opportunities for organizations to strengthen their brands everywhere she turns.

    Author

    Gail Legaspi-Gaull is the founder of Hat Trick 3C.  She lives and breathes marketing - sometimes to the consternation of her husband and kids.

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