Rebranding successes and disasters

As you've probably worked out by now, I'm not a big rap for branding as a marketing strategy for most businesses, especially small businesses.

I'm more of a direct response kind of bloke - if you can't track and measure the response you're getting from a marketing exercise, think long and hard about laying out your hard earned cash on it.

But branding is a totally valid and logical exercise for many large businesses, especially those that operate in mass markets.  Think Coke, Microsoft, Coles, Woolies.  They live and die on the results of their branding campaigns.

And if your branding efforts stink, you'd better be quick about rebranding before you lose your market and your shirt.

Even as small and medium business owners, we can all learn plenty about consumer behaviour and psychological responses from branding campaigns and strategies.

So take a few minutes and have a look at this - a great Business Insider article on the best and worst of rebranding, on the big stage.  I like the UPS story best.

Enjoy!

Richard