Brandhome's strategic director Erik Saelens ons rebranding at Vlerick (2010).

1. identity driven brand building®
marketing shower
Vlerick Alumni
Erik Saelens, June 9th 2010
your name?
or their minds?

2. Brandhome | Vlerick Alumni | June 9th 2010
renaming & rebranding,
different or the same
5 Brandhome insights on
rebranding and renaming research
10 bells to ring when facing
a rebranding or renaming
your shower question for tomorrow

3. Brandhome | Vlerick Alumni | June 9th 2010
are renaming and
rebranding the same?

4. Brandhome | Vlerick Alumni | June 9th 2010
are renaming and
rebranding the same?
no!

5. Brandhome | Vlerick Alumni | June 9th 2010
REBRANDING
RENAMING

6. Brandhome | Vlerick Alumni | June 9th 2010
Renaming Rebranding
- brand name changes
- cosmetic
- tactic moment focussed on
creating and producing
comms & stuff
- performance < perception
- is about “packaging”
you change
your name
- brand content changes
- fundamental
- strategic moment of truth,
confronting the organisational,
structural and cultural implications
- performance > perception
- is about “(re)positioning”
you change
their minds

7. Brandhome | Vlerick Alumni | June 9th 2010
rENAMING rEBRANDING
TACTICAL
STRATEGIC
(re)positioning
impacts
marketing &
communications
name change
impacts
communications
Brandhome rebranding matrix®
(re)positioning
impacts
entire organisation
(hr, bizmodel,
operations, finance,...)

8. Brandhome | Vlerick Alumni | June 9th 2010
rENAMING rEBRANDING
TACTICAL
STRATEGIC
new Tempo-TeamVedior/Tempo-Team
Brandhome rebranding matrix®
1 2

9. Brandhome | Vlerick Alumni | June 9th 2010
rENAMING rEBRANDING
TACTICAL
STRATEGIC
Brandhome rebranding matrix®
Orange/BASE
BASE/BASE freedom of speech
1 2a
2b

10. Brandhome | Vlerick Alumni | June 9th 2010
rENAMING rEBRANDING
TACTICAL
STRATEGIC
Brandhome rebranding matrix®
Fortis/BNP Paribas Fortis
BNP Paribas Fortis
1
2

11. Brandhome | Vlerick Alumni | June 9th 2010
rENAMING rEBRANDING
TACTICAL
STRATEGIC
Brandhome rebranding matrix®
MINI
MINI
1
2

12. Brandhome | Vlerick Alumni | June 9th 2010
rENAMING rEBRANDING
TACTICAL
STRATEGIC
Brandhome rebranding matrix®
DELTA nutsbedrijven
DELTA,
the multi-utility company
1
2

13. Brandhome | Vlerick Alumni | June 9th 2010
renaming is no rebranding

14. Brandhome | Vlerick Alumni | June 9th 2010
renaming is no rebranding
rebranding can include a renaming

15. Brandhome | Vlerick Alumni | June 9th 2010
renaming is no rebranding
rebranding can include a renaming
renaming often preceeds a rebranding

16. Brandhome | Vlerick Alumni | June 9th 2010
renaming is no rebranding
rebranding can include a renaming
renaming often preceeds a rebranding
when market goes down, renaming goes up
when market goes up, rebranding goes up

17. Brandhome | Vlerick Alumni | June 9th 2010
bertel Vodafone PTT Post TPG Post TNT Post TNT BBL ING Gardner Mer
an Hecke Restaura Sodexho Stassano Campina MelkUnie Pal Pedrigree
marties Bonitos M&M Telfort O2 CGE ITT Alcatel Centraal Beheer Ach
RTT Belgacom Roccade Pink Elephant Pink Roccade AKZO NHM Amsterda
ank Twentsche Bank Rotterdamse Bank ABN-AMRO Generale Bank ASLK
BN Gemeentekrediet Artesia Dexia Hamburg-Mannheimer ERGO Life Itine
range Sony Ericsson Fujitsu Siemens Philips GE Black & Decker MINI
iniere Umicore NEC Nokia Breezer BRT 2 CANVAS Donna MNM JIF
CIF Danone IBIS Veronica YORIN Sabena SN Brussels KPN Brussels Air
anta Brio Arthur Andersen Accenture KPMG Bearing Point Gulf Q8 Wal
ags Compaq HP Dutchtone Arbeidsvoorziening KLIQ Capability Vedior
eam BNP Paribas Fortis Société Générale Crédit Agricole NewEdge ZOO An
anckendael Cardoen Tunis Telecom Elissa Interbrew InBev AB InBev SP
VP CD&V Enduris Barclays Kent VU NV-A ZUMA HEMA V&D Raider
volta Oxxio MEXX Ago Ennia Aegon BasiqAir Transavia NMB ING Za
ongo Prince The Sex Symbol Calvé Unox Royco BT FET De Tijd BEN
ran Dorado Center Parcs SECA Jet Lukoil Heidemij Arcadis Smiths Lay
anoma Golden Tulip NH WattPlus Essent Voka VEV Xerius Ageas AG |

18. Brandhome | Vlerick Alumni | June 9th 2010
bertel Vodafone PTT Post TPG Post TNT Post TNT BBL ING Gardner Mer
an Hecke Restaura Sodexho Stassano Campina MelkUnie Pal Pedrigree
marties Bonitos M&M Telfort O2 CGE ITT Alcatel Centraal Beheer Ach
RTT Belgacom Roccade Pink Elephant Pink Roccade AKZO NHM Amsterda
ank Twentsche Bank Rotterdamse Bank ABN-AMRO Generale Bank ASLK
BN Gemeentekrediet Artesia Dexia Hamburg-Mannheimer ERGO Life Itine
range Sony Ericsson Fujitsu Siemens Philips GE Black & Decker MINI
iniere Umicore NEC Nokia Breezer BRT 2 CANVAS Donna MNM JIF
CIF Danone IBIS Veronica YORIN Sabena SN Brussels KPN Brussels Air
anta Brio Arthur Andersen Accenture KPMG Bearing Point Gulf Q8 Wal
ags Compaq HP Dutchtone Arbeidsvoorziening KLIQ Capability Vedior
eam BNP Paribas Fortis Société Générale Crédit Agricole NewEdge ZOO An
anckendael Cardoen Tunis Telecom Elissa Interbrew InBev AB InBev SP
VP CD&V Enduris Barclays Kent VU NV-A ZUMA HEMA V&D Raider
volta Oxxio MEXX Ago Ennia Aegon BasiqAir Transavia NMB ING Za
ongo Prince The Sex Symbol Calvé Unox Royco BT FET De Tijd BEN
ran Dorado Center Parcs SECA Jet Lukoil Heidemij Arcadis Smiths Lay
anoma Golden Tulip NH WattPlus Essent Voka VEV Xerius Ageas AG |
YOU GUYS JUST CAN’T
GET ENOUGH
CAN YOU?

19. Brandhome | Vlerick Alumni | June 9th 2010
bertel Vodafone PTT Post TPG Post TNT Post TNT BBL ING Gardner Mer
an Hecke Restaura Sodexho Stassano Campina MelkUnie Pal Pedrigree
marties Bonitos M&M Telfort O2 CGE ITT Alcatel Centraal Beheer Ach
RTT Belgacom Roccade Pink Elephant Pink Roccade AKZO NHM Amsterda
ank Twentsche Bank Rotterdamse Bank ABN-AMRO Generale Bank ASLK
BN Gemeentekrediet Artesia Dexia Hamburg-Mannheimer ERGO Life Itine
range Sony Ericsson Fujitsu Siemens Philips GE Black & Decker MINI
iniere Umicore NEC Nokia Breezer BRT 2 CANVAS Donna MNM JIF
CIF Danone IBIS Veronica YORIN Sabena SN Brussels KPN Brussels Air
anta Brio Arthur Andersen Accenture KPMG Bearing Point Gulf Q8 Wal
ags Compaq HP Dutchtone Arbeidsvoorziening KLIQ Capability Vedior
eam BNP Paribas Fortis Société Générale Crédit Agricole NewEdge ZOO An
anckendael Cardoen Tunis Telecom Elissa Interbrew InBev AB InBev SP
VP CD&V Enduris Barclays Kent VU NV-A ZUMA HEMA V&D Raider
volta Oxxio MEXX Ago Ennia Aegon BasiqAir Transavia NMB ING Za
ongo Prince The Sex Symbol Calvé Unox Royco BT FET De Tijd BEN
ran Dorado Center Parcs SECA Jet Lukoil Heidemij Arcadis Smiths Lay
anoma Golden Tulip NH WattPlus Essent Voka VEV Xerius Ageas AG |
178 rebranding & renaming
operations analysed
the
best kept
secrets
in branding

20. Brandhome | Vlerick Alumni | June 9th 2010
5 insights
1. YOU NEED TO HAVE THE MONEY
no formula for budget calculation of
renaming and rebranding operations exists
however in some cases spending increases
to 12 times the annual communications budget

21. Brandhome | Vlerick Alumni | June 9th 2010
5 insights
2. BUDGET OVERSHOOT IS EXPECTABLE
9 out of 10 renaming and rebranding projects
have budget overshoot of more than 32%
lack of know-how, underestimated impact,
complex decision process, internal politics

22. Brandhome | Vlerick Alumni | June 9th 2010
5 insights
3. FAILURE IS JUST AROUND THE CORNER
1 out of 2 rebranding projects fails to meet their
strategic goals... and thus business goals and financials
lack of know-how, insufficient budget, aggressive
competitive reaction, consumer dissociation

23. Brandhome | Vlerick Alumni | June 9th 2010
5 insights
4. YOU PUT YOUR MARKET SHARE AT RISK
renaming and rebranding are moments
when a company lowers its defense and
market share and value are at risk
market share gains up to 12%
market share loss of up to 23%

24. Brandhome | Vlerick Alumni | June 9th 2010
5 insights
5. INTERNAL BRANDING IS FORGOTTEN
your best employee before a rebranding
is most probably your worst afterwards
internal employee dissociation is the biggest
pitfall in rebranding and renaming operations,
hence the growing importance of internal branding

25. Brandhome | Vlerick Alumni | June 9th 2010
10 BELLS TO RING
1. renaming or rebranding; what are you facing

26. Brandhome | Vlerick Alumni | June 9th 2010
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
10 BELLS TO RING

27. Brandhome | Vlerick Alumni | June 9th 2010
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
3. ceo buy-in necessary; force it or step down
10 BELLS TO RING

28. Brandhome | Vlerick Alumni | June 9th 2010
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
3. ceo buy-in necessary; force it or step down
4. appoint project team; mix and create new team
10 BELLS TO RING

29. Brandhome | Vlerick Alumni | June 9th 2010
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
3. ceo buy-in necessary; force it or step down
4. appoint project team; mix and create new team
5. get specialists involved; they know more than you
10 BELLS TO RING

30. Brandhome | Vlerick Alumni | June 9th 2010
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
3. ceo buy-in necessary; force it or step down
4. appoint project team; mix and create new team
5. get specialists involved; they know more than you
6. start internal alignment program asap; hr is key for success
10 BELLS TO RING

31. Brandhome | Vlerick Alumni | June 9th 2010
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
3. ceo buy-in necessary; force it or step down
4. appoint project team; mix and create new team
5. get specialists involved; they know more than you
6. start internal alignment program asap; hr is key for success
7. face the consequences; be consequent and be tough
10 BELLS TO RING

32. Brandhome | Vlerick Alumni | June 9th 2010
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
3. ceo buy-in necessary; force it or step down
4. appoint project team; mix and create new team
5. get specialists involved; they know more than you
6. start internal alignment program asap; hr is key for success
7. face the consequences; be consequent and be tough
8. if you are a listed corporate brand; save your money
10 BELLS TO RING

33. Brandhome | Vlerick Alumni | June 9th 2010
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
3. ceo buy-in necessary; force it or step down
4. appoint project team; mix and create new team
5. get specialists involved; they know more than you
6. start internal alignment program asap; hr is key for success
7. face the consequences; be consequent and be tough
8. if you are a listed corporate brand; save your money
9. before launch doubt will hit; stay focussed
10 BELLS TO RING

34. Brandhome | Vlerick Alumni | June 9th 2010
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
3. ceo buy-in necessary; force it or step down
4. appoint project team; mix and create new team
5. get specialists involved; they know more than you
6. start internal alignment program asap; hr is key for success
7. face the consequences; be consequent and be tough
8. if you are a listed corporate brand; save your money
9. before launch doubt will hit; stay focussed
10. start in time; at least 6 months prep
10 BELLS TO RING

35. Brandhome | Vlerick Alumni | June 9th 2010
some numbers
> 3.000.000 active brand names worldwide
average UK person knows 15.000 to 45.000 words,
23% is used according to GLS
the average person knows less than 0,23%
the world has changed
renaming doesn’t do the job anymore

36. Brandhome | Vlerick Alumni | June 9th 2010
your shower question for tomorrow
why should brands still want to rename?
do you want to change your name?
or do you want to change their minds?
Erik Saelens

37. strategy | communication | implementation | lange lozanastraat 258 | 2018 antwerpen | belgium | +32 (0)3 237 05 95 | brandhome.com
identity driven brand building®
thank you