A successful campaign requires more than a revamped logo. It demands a vision that inspires customers, investors, and others to see the company in a new light.
Through savvy marketing and better quality control, some companies discovered new ways to revive their brands and in some cases, made them stronger than ever.
J.Crew's sales were plummeting; now Michelle Obama is an endorser
When Millard Drexler, the man who turned the Gap into a multi-billion dollar icon, showed up as J. Crew's new CEO in 2003, sales were plummeting.
Under Drexler's guidance, J. Crew rebounded dramatically, earning $3.8 million in 2005, its first profit in five years and between 2003 and 2008 revenues rose 107 percent, according to the Wall St. Journal. In 2009, revenues exceeded pre-recession levels and same-store sales climbed 11 percent.
Drexler re-energized J. Crew by rebranding it as a store that sells basics like tank tops and capris that are well-made with a hint of luxury (think cashmere sweaters).
J. Crew also got an extra boost from the first family: all four wore the brand during the inauguration festivities. In addition, the First Lady provided her own endorsements. When Michelle Obama appeared on "The Tonight Show" and told Jay Leno that her yellow sweater, skirt and blouse were a "J.Crew ensemble," the company's stock shot up 8.2 percent.
The Lesson: Offer quality products while always looking for new ways to meet customer demands. J.Crew's new bridal line reportedly came about after Drexler learned from a sales rep that customers were buying simple sundresses in different colors to serve as bridesmaid dresses.
Note: Private-equity firms TPG Capital and Leonard Green & Partners are in talks to buy J. Crew, in a deal valued at about $3 billion. The PE firms have the cooperation of J. Crew CEO Mickey Drexler, reported Bloomberg News.
Burberry was considered gangwear; now it's worn by Emma Watson and Kate Moss
Even if you don't know the name Burberry, you would probably recognize its trademark black, tan and red check pattern. Founded in England more than 150 years ago, the once small brand, which introduced the waterproof fabric gabardine and trench coats, has been embraced by celebrities, royalty and preppies alike.
Not too long ago, Burberry was at risk of being dismissed as frumpy and over-extended, however. It was even considered gangwear. Due to rumors that the Burberry brand was popular amongst hooligans, two pubs in Leicester famously banned anyone wearing the label.
New leadership and savvy product design are what transformed the brand into one of the hottest fashion labels, say retail experts. Christopher Bailey, Burberry's creative director since 2001, overhauled the brand with a mix of modern and classic looks that included a sexier trench coat and swimwear, and snapped up high-profile celebrities like Kate Moss and actress Emma Watson of Harry Potter fame.
An increase in Burberry's sales is proof that luxury brands are staging a comeback with shoppers, according to analysts. Sales rose 27 percent to $747 million in the third quarter ended Dec. 31 and may expand 11 percent in the fiscal year ending March 2012, reported The Market Oracle. Burberry has also been steadily expanding in China and built 50 stores in 2010.
The Lesson: Brands can be successfully revamped by adapting current styles while celebrating its history. "Burberry is about heritage, but about making that heritage relevant for today," said Bailey in 2009. "You have to make sure what you do is right for the moment you live in. What makes things relevant? Without wishing to sound flaky, it's a sensitivity to the spirit we live by today."
Pabst Blue Ribbon was cheap and fratty; now it sells for $44 in China
The blue-collar Milwaukee lager -- best known for being a cheap beer and the drink of choice among college students and hipsters -- popped up in China last year. Americans may not recognize their PBR, however, since the beer retails for a an eye-popping $44.
Labeled "Blue Ribbon 1844" (the year the Pabst Brewing Company was founded) the beer is different from its American counterpart, says the company, since it is a special brew of German malts and aged in oak whiskey barrels. It's brewed and sold in China by a distributor who licensed the Pabst name.
China is the world's biggest beer market, reported Euromonitor and thanks to a new craze for high-end alcoholic drinks among the Chinese rising class, Blue Ribbon 1844 seems well positioned to take advantage of the Chinese taste for expensive beers.
The Lesson: Adding a foreign tag and fancier packaging can make a brand more appealing.
View more at Business Insider
http://www.businessinsider.com/10-most-successful-rebranding-campaigns-2011-2
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