Think Twice Before Updating Your Brand

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@stefanielle982 2 жыл бұрын

It's a perspective piece on why brands shouldn't rebrand/update branding simply because it's the "big thing" to do and he is absolutely correct. It's not a piece on why rebranding doesn't work or that companies shouldn't rebrand. Some of these comments mentioning "XYZ updated their logo and they didnt fail" yeah because updated branding 'does' have its place.

@somosagricultura Жыл бұрын

It's amazing to understand how our minds work. I work on marketing and this is pure gold for me. Thanks for sharing.

@ranushkalakmal 2 жыл бұрын

Very interesting. However, is it possible that this is only applicable to certain types of products? A product like detergent is something people do not want to experiment with (often time) or even looking forward to have disrupting changes when they are completely comfortable with current level of performance. On the contrary a technological product that do not evolve/update often (both features and design) can easily get replaced by a new and hot app released over the weekend. Physical design of iPhone has remained very similar to the first release, however iOS has changed dramatically over the years. Though it may seem subtle, Apple has even changed their brand identity over time including the logo, fonts and colours. Therefore is it possible that this is only applicable to products that customer do not expect drastic changes? Products that customers are comfortable with current level of performance?

@etnevel.naitzsirk Жыл бұрын

Yes, this is very possible. In fact, in tech one year can count as ten years in real life in the sense that you either keep up with the trends and adapt to the latest hype, or you get out-dated very fast. Of course, Apple doesn't change too much because they are an established brand that has to be careful with major decisions (remember the outrage about the headphone jack's removal?), but everyone else moves very quickly to stay relevant. This is also true about fashion, hoverer on the consumer side, you're not required to change your clothes very often, but brands have to keep up with generational taste changes and seasonal collections. Now, back to tech for a moment. Currently, we are in the era of the A.I. craze. Dall-E and MidJourney are controversial from many aspects, however ChatGPT's relevance is something that most people agree on. That's why Microsoft invested in its developer $10B, and integrates the service in Bing. How is this about staying relevant? Google was the search engine monopoly, but Bing just changed the game about how people want answer to their questions instantly with the best recommendation and without having to browse through multiple sites filled with ads and other intrusive elements. It turns out, Google went into panic mode and does the catch-up game now. On the other hand, Google refreshed Android, Chrome, ChromeOS, their apps and services to Material You, a brand new design language introduced with Android 12. It's fresh, it's stylish, it's new, and while it's also controversial for some people, the company dared to leave behind Material Design, which if you look at Android 5, needed YEARS to be polished. Now they managed to create a better, more consistent look. It integrates better in their identity, while Apple still works on the same design that was released 10(!) years ago and people still try to guess if Apple's operating systems get a fresh look in 2023 or later. Apple is the out-dated one in design right now. Even Microsoft figured out a new identity not only for their operating system, but for their whole product portfolio and their main company brand too. You know, the company that was always behind, that had the stigma of being too corporate, now feels as a younger, more relevant brand, which fits with them opening towards Millennial and Gen-Z as their customers. In conclusion, yes, tech is much more different from utility products that you choose the best from and never change them, as long as they work. Tech is based on this cat and mouse game, where competition and freshness is what leads the industry. At least on the consumer side, because Enterprise has a different approach with this "if it ain't broke, don't fix it" approach. Big corporations are very cautious about changes and their toolset is usually about stability. Basically they're old. If the Enterprise sector would be a person, it would be a boomer.

@yashasvitiwari8220 2 жыл бұрын

Thank you, your vedio has helped me in getting an answers to my questions which I had faced and I experienced and now all is clearly understandable.

@allthingstoallmen8912 2 жыл бұрын

Really interesting, I'd like to understand how habit relates with/to consumer hype. Because we see people going crazy over the latest and greatest *insert brand and gadget here*. There has to be more than just habit at play.

@olegsmertin-learn2manage Жыл бұрын

Great video. THANK YOU! Please, do more the same videos to advertise your other great ideas.

@danchelltaylor6836 2 жыл бұрын

Love your straight forward style! Lol😁

@tonychang3080 Жыл бұрын

Very useful brief .Do you think there are differences in product categories or market segments that should be considered when applying the Dean's thinking on rebranding?.

@soyunkim5380 2 жыл бұрын

Hi Prof.Roger, Thank you for sharing your insight from experience and research. I don't know who were customers. I thought it would be great to see the detergent for dark blue color with a specialized scent related to shave form. The data might be different for independent adventurous millennials in USA.

@kuanjuliu 2 жыл бұрын

Well, that certainly would explain conservative vs progressive political strategies. One of them, by construction, is always climbing uphill: it’s not incompetence - it’s the subconscious!

@jeyshs5131 2 жыл бұрын

Very interesting and insightful

@simonmayer5083 2 жыл бұрын

well - I guess one has to say that the "refresh" of a brand very much depends on the "how". An attentive designer changes a brands personality only with very much attention to what the old strengths were and how to enforce them. Designers who solely focus on styling accidentally destroy the habit of the customer :)

@washingtonmwangi6484 2 жыл бұрын

Great insights.

@beatricet5682 2 жыл бұрын

The original Instagram button icon was over-designed and too literal. That's why it needed updating. Also the new Instagram icon design reflects a suite of tools including Boomerang, Layout, and Hyperlapse. It's clear why the IG logo rebranded.

@GarrettReil 2 жыл бұрын

Agree. He makes no argument or supporting evidence at all on Instagram except that 'it's boggling' to him. I expect more from Roger Martin who is usually so on point. Perhaps straying a little too far from his core strengths here.

@kayarosenbloom1976 2 жыл бұрын

No customer is thinking about or making a connection to Boomerang, Layout or Hyperlapse. That’s his point. It’s justified to a bunch of designers; it’s lost on everyone else. That change, he argues, triggers the subconscious to rethink habit. Intagram may not be the best example because of its dominance, but it was an unnecessary risk that returned no real value.

@emmanueloluga9770 2 жыл бұрын

@@kayarosenbloom1976 Exactly this

@sommerxu6626 2 жыл бұрын

but how can I solve the growth problem?

@vcgallemit 2 жыл бұрын

This is the same with Derek Thompson’s MAYA

@etnevel.naitzsirk Жыл бұрын

This was an interesting video until I realised, this is not about re-branding being bad, it's about him not being able to catch up with change. The TIDE analogy was fine, but Instagram was in the position where they either die sticking to skeuomorphism, or switch to flat design and adapt to new mobile and desktop UIs. And to be honest, their new logo is good enough to stick out of the "crowd" of many apps on our phones. Which is more important than one person hating their favourite sports app's changes. It's obvious that the tech world adapts to newer generations, it's not about the people who want the same thing 10-15 years later, too. So he might praise iPhones being consistent, but others pull out their hair because of how they still have to rely on ancient Lightning cables. Being constant is not always an advantage. Incremental changes for years becomes boring very quickly and it means being behind while the world goes past the companies that don't want to stay relevant. Apple's advantage currently is iMessage, their new in-house hardware and that's it. I have Apple products, but that doesn't mean that I agree with all of their decisions. New vs Improved? Improved is for Apple's disadvantage since their 2020 product line. They raised the bar so much then that they can't show anything much more impressive, but people expect exactly that. Consumers want newer and newer revolutionary products because of that year's product line. Staying fresh is hard, but on the contrary of the video, big tech HAS TO stay fresh.

@SafiullahWasiullah 2 жыл бұрын

Thanks for sharing HBR

@olashoplife 2 жыл бұрын

Awesome

@sinoptik0274 2 жыл бұрын

Thats explain why iphone SE still exist

@omodiagbedominicedeoghon4607 2 жыл бұрын

Explains the failure of New Coke.

@beatricet5682 2 жыл бұрын

New Coke failed because they changed the flavour. It wasn't due to the branding.

@omodiagbedominicedeoghon4607 2 жыл бұрын

@@beatricet5682 You're partly correct. Describing Coke as new amounts to updating the brand. And consumers' response to the flavour of New Coke shows that habit affects not only consumers' response to branding but also their response to the substance of a product.

@beatricet5682 2 жыл бұрын

@@omodiagbedominicedeoghon4607 No that's not correct. In the example given in the video, Tide launched a new brand called Era which wasn't successful because they didn't use the word Tide or the orange bottle. The sole reason New Coke failed was not due to branding but that they changed the flavour. It was a product issue not a brand issue. They should have kept the classic Coke flavour and created a separate brand for the new Coke flavour.

@omodiagbedominicedeoghon4607 2 жыл бұрын

@Beatrice T Can you prove that calling it "New" was not a contributory factor, admittedly a lesser one than the change of flavour? Ask, what would have been the result had Coca Cola branded its new offering not as New Coke but as Improved Coke or Better Coke?

@beatricet5682 2 жыл бұрын

@@omodiagbedominicedeoghon4607 I have lived experience of the event. I was a teenager when it occurred and it was a big story. The overwhelming reason New Coke failed was because the formula was changed. People vigorously rejected the new flavour.