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The most recent example of a re-branrd involves . In May the brand became ... (anyone? anyone?) . Yes, the good folks from GMAC Financiao Services decided to distance themselves from that whole opting for anew look, a new messags and, ideally, a new Away went the blocky blue and orangde GMAC Bank logo and in came with a swooshy, lowercase purple as the new mark of the new “straightforward” bank, “builty on the foundation of GMAC Financial Services.” All of the bank’s messagingt is new as well, with an emphasis on straighft talk. Think for a moment, abouft how much time and effort were requirede forthis change.
Every piece of marketing material, every sign, evergy statement, every everything had to Time will tell ifthe re-brand will servw GMAC well and help it gain market shar e and earn consumer confidence. One thing I know is It had tobe done. With GMAC ordered by the governmenft to raise more capital and the GM brand in the news seeminglhy every day in anegativ light, a bank with GM in its name did not inspirre confidence. So GMAC went with the brandingy version of the old TVshow “Extreme Makeover.” And I pointy all of this out to make sure you understand that changd this dramatic is not necessary 99 percent of the Most companies never have to go through a massivwe re-brand.
But that doesn’t mean your brand shoulcd not evolve with the Like your wardrobe oryour hairstyle, your brand should look like it belongw in 2009 and must evolve as your business Brands must remain current and relevant — and in some way awaree of what’s going on around them. Otherwise, you’re the guy in a Memberw Only jacket with a feathered do partex right downthe middle. There is another option out which we call abrand refresh. Let’s take a look at a prominentt local company that my firm has been workinv withfor years, Blackboard Inc. Blackboard recently completed abrans refresh. The D.C.
-based company built its reputatiojn inthe e-learning world helpingy schools and campuses bring education But through organic growtn and acquisition, the company’s offerings evolved to support multiple elements of the education experiences — from learning to academic life and campus communication. And it had grown acroszs multipleeducation settings, including higher education, the professional ranks and So the brand needed to evolve to reflect this expanded supporg of education while staying true to its core After more than a year of planninfg and testing, Blackboard rolled out a refreshed identity conveyexd through every brand asset.
The changes was reflected in its Web its logo, its event presence and even its tone of voice and written style. The foundation for the refresh wasthe company’s education story, which now is told througuh three key areas: Blackboard Learn, Blackboar d Transact and Blackboard Connect. Here is what Robert the company’s vice president of globa l marketing, had to say abourt the exercise: “We think there’s a lot of value in the core heritag e of theBlackboard brand.
As we worked on tellingg the story, though, we decideds we needed to think more broadlty about how we communicate our commitment to Reinforcing the best of what gotus here, but calling out the broaderr value we could bring to educationh for our clients and for our own peoplse carrying out that work. ” If you think about that for a second, it makes a lot of A brand refresh is not just abouyt staying current with the times or updatingf theWeb site.
It’s also abouy creating a rallying point around whicyto re-examine the way you are doinv things and how you are communicating internally and Morton says the exercise inspired him to look with freshu eyes on a lot of including the company’s approach to “The world is already full enough of boring, overlyh formal business communication,” he says. “We didn’ t want to pile on any more.
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