Rebranding

Insights on rebranding campaigns

Rebranding


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.


Michael Hyde, The Communications Council, Silver, Australian Effie Awards, 2014

This case study explains how Defence Force Recruiting, the Australian Defence Force (ADF) recruitment organisation, encouraged women aged 16-30 to join the air force by facilitating conversations between serving women and people who were interested in enlisting.


Joseph Smeaton, The Communications Council, Bronze, Australian Effie Awards, 2014

This case study explains how the National Art School (NAS) in Australia used social media to promote an art event, and improve perceptions of its approach to teaching and place in the community.


Angela Morris and Kat Paphitis, The Communications Council, Silver, Australian Effie Awards, 2014

This case study describes a campaign by RAC WA, a motoring services mutual, which created an 'attention powered car' to promote road safety and increase its brand relevance in Western Australia.


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.


Case Studies on Warc, Warc 100, 2014

This campaign, from LAICA, a Costa Rican sugar producer, tackled media misconceptions and cultural hearsay about sugar.


Isabel Simões and Luisa Agante, International Journal of Advertising, Vol. 33, No. 3, 2014
The goal of this study is to understand the influence of event sponsorship on children and their ability to fully understand its persuasive intent. A wide range of research addresses the effects of sponsorship on adults, but not much looks at children.

Case Studies on Warc, Warc 100, 2014

With this campaign, the Australian army challenged medical students to diagnose real-life injuries and ailments displayed on posters and billboards that linked to an augmented reality app.


Stephen Whiteside, Event Reports, Argyle CMO Leadership Forum, June 2014

This event report reveals how Santander Bank, the Spanish financial services group, has leveraged the views of an online community of consumers and staff to help build its brand in America.

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Rebranding

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Skoda: 'It's a Skoda. Honest'

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Rebranding with purpose

A practical example of rebranding from Motorola