Knowing When to Do a Brand Do-Over

Scott Davis heads Kuczmarski & Associates' Brand Asset Management Practice. He can be reached at 312-988-1500.

In the film, City Slickers, Mitch (Billy Crystal) gives Phil (Daniel Stern) advice about all the terrible things that have occurred in Phil's life. "Remember when we were kids playing stickball and the ball would get stuck up in the tree and we would yell it's a do-over and the batter would get another chance. It was like you would have a clean slate. Phil, you have an opportunity for a life do-over and start from scratch."

There are times in the life of a brand when management should consider the unthinkable-a brand "do-over," changing your brand radically to be better positioned for future success. When is a do-over to be considered?

1) When the brand limits and stifles growth. When Boston Chicken understood that chicken was not what drove consumers to its restaurants, but instead it was 'home-cooked" style meals, management recognized the need for a brand do-over. Rebranding Boston Chicken as Boston Market would enable them to broaden their offerings and thus, broaden their appeal.

Similar to many utilities, Northern Illinois Gas wanted to expand its service area and its product and service offerings, but was limited by its name. By leveraging a brand do-over, Nicor Energy is now able to develop new products and services under the new brand and expand to new territories. As a result, Nicor's product offerings, awareness and its stock price have grown considerably.

2) When a bad brand do-over needs to be done over.

Waste Management, a highly successful pioneer in servicing waste, changed its name five years ago to WMX in order to be perceived as an international, broad-based services company. Unfortunately, WMX had no meaning, ultimately confused the marketplace and its stock plummeted. Last Spring, WMX management changed its name back to Waste Management, but it was too late. The company was recently acquired for less than market value.

3) When change is required for survival in a changing marketplace.

United Airlines recently found it was losing customers, so a brand do-over was implemented last year. The "Rising" campaign has been telling the world that United is about customers, not about flying. United has taken "airlines" out of its name, and is co-branding with partners like Starbucks, It has also gone back to its simplified icon from the 1960s, and is telling customers that it is focused on improving their travel experience.

Kmart faced a critical juncture a few years ago. Its only brand recognition was tied to its blue-light special. Management called for a brand do-over. The company revamped its stores and added new "image" lines like Martha Stewart-branded products. Kmart had a great year last year, customers are coming back and the blue lights are turning into green ones (i.e. dollars).

4) When the brand has changed so often that consumers do not know what it stands for anymore.

McDonald's is a great example of a brand starting to find itself again. McDonald's has shifted its message in the marketplace from great taste to family-oriented to great value to low-cost over the years. This has confused consumers and resulted in several competitors gaining share. It was time for a do-over and for management to get back to McDonald's roots (i.e. "food, folks and fun"). Recent stock and market performance has shown that it may be working.

5) When a brand's strengths become its weakness.

Hewlett-Packard has always been a stalwart within the tech world, Recently, though, sales suffered and HP found itself as a brand without an image. Last year HP decided to overhaul its image and initiate a brand do-over. It has recently revamped its advertising to focus on people, simplicity, feelings and being connected.

The key to brand do-over success is to realize when it is time for a do-over, understand what changes need to take place and make sure every area within the company is involved.

While Curly (Jack Palance) from City Slickers implied, "just find that one thing and do it well," I am sure that if you wanted to change that one thing for the right reasons, Curly would be OK with it.

COPYRIGHT 1998 BPI Communications, Inc.
COPYRIGHT 2000 Gale Group