Rebranding

Insights on rebranding campaigns

Rebranding


Nathalie L'Hoir, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Coca-Cola reconnected with the teen market in Belgium with its 'Share a Coke' campaign, in which the Coca-Cola name was replaced with 200 of the most popular baby names of the 1990s.


Linda Carlos, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Mercedes-Benz crowdsourced sound for a TV ad for its E-class car, following research that the found the sound of its engine had an emotional impact on drivers.


Jay Chiat Strategic Excellence Awards, Bronze, 2014

This case study describes a re-branding exercise undertaken by All Nippon Airways (ANA), a Japanese airline that wanted to extend its global appeal.


Jay Chiat Strategic Excellence Awards, Bronze, 2014

This case study explains how Evolve, a gun safety charity, found the middle ground in the US gun debate by talking about safety culture rather than changing laws.


Jay Chiat Strategic Excellence Awards, Silver, 2014

This case study explains how Kissan, the Indian ketchup brand, brought its 'made with real tomatoes' claim to life by encouraging mothers and children to grow their own tomato plants.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Lincoln Motor Company redesigned its mobile site using up-to-date technology and standards to offer a best-in-class experience to the US market and extend its ongoing rebranding initiative.


Howard Belk, Admap, October 2014

This article reveals the fundamental shifts in the way agencies and their clients must develop, launch and manage brands in an age where speed of delivery and rapid results are paramount for success.


Neale Cotton and Julian Dunne, ESOMAR, Congress, Nice, September 2014

This paper explains how organisations with seemingly disimilar target audiences and product offerings can construct a unified master brand positioning.


Joanna Seddon, WPP Atticus Awards, Grand Prix and Winner, Branding and Identity, 2013

This article explains how to engage in brand valuation and demonstrates the real commercial benefit marketing delivers to a business.

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Rebranding with purpose

A practical example of rebranding from Motorola