Rebranding

Insights on rebranding campaigns

Rebranding


Robin Schatz, ANA Magazine, Spring, 2014

This article explores the growth in the number of brands collaborating with musicians in order to change consumer perceptions and deliver tangible business results.


Joseph Clift, Event Reports, Cannes Lions, June 2014

This report summarises a presentation from creative agency Iris Worldwide at the 2014 Cannes Lions International Festival of Creativity, discussing how planners can use data in smart ways.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This campaign, for a Dutch financial services brand specialising in funeral insurance, used emotional TV ads to overcome consumer scepticism about the sector.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2014

This case study describes how McDonald's, the quick service restaurant chain, improved public perceptions in Canada with a transparent and open approach.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Situation Stockholm, a magazine sold by homeless individuals in Stockholm, Sweden, cut through apathy by helping consumers connect with the sellers.


Case Study

Oreo: Daily Twist
Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how OREO, the US cookie brand, celebrated its centennial anniversary via social media to rejuvenate the brand.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This campaign promoted an American lottery game to a sceptical New York audience despite the fact that the price point had doubled from $1 to $2 per play.


Effie Worldwide, Gold, North America Effies 2014

This case study describes how Cole Haan, a shoe retailer, used an innovative, night-time out-of-home campaign during New York Fashion Week to target fashion conscious consumers aged 24-45 and reposition its brand.


Warc Exclusive, May 2014
This article provides marketers with information and guidance on building brands. Key themes include the role of communications; positioning and differentiation; building brand purpose; launching new brands; managing a portfolio of brands; leveraging brand extensions; building disruptive and challenger brands; and refreshing/revitalising brands.

WARC RECOMMENDS


CASE STUDY

NTUC Income

Warc Prize Asia winner on the Singaporean insurance brand


RECOMMENDED CASES

Brand Launches

Warc's pick of the most effective case studies


CASE STUDY

Domino's Pizza: Pizza Turnaround

Using original creative to reverse a brand's decline


WARC BRIEFING

Rebranding

Theories and trends in rebranding strategies


CASE STUDY

Skoda: 'It's a Skoda. Honest'

A classic rebranding campaign from the automotive sector


ARTICLE FOCUS

Rebranding with purpose

A practical example of rebranding from Motorola