Four times a year you can plunge into the marketing shower to let a steaming hot marketing topic pour down on you. Last time Erik Saelens sprinkled rebranding insights down on us. Visit http://marketing.vlerickalumni.com/ for more showers.

1. identity driven brand building ®
your name?
or their minds?
marketing shower
Vlerick alumni
erik saelens, June 9th 2010

2. 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
Brandhome | Vlerick alumni | June 9th 2010

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

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

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

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

7. Brandhome rebranding matrix® renaming reBranDing
name change (re)positioning
impacts impacts
tactical
communications marketing &
communications
(re)positioning
impacts
strategic entire organisation
(hr, bizmodel,
operations, finance,...)
Brandhome | Vlerick alumni | June 9th 2010

8. Brandhome rebranding matrix® renaming reBranDing
Vedior/Tempo-Team new Tempo-Team
tactical
1 2
strategic
Brandhome | Vlerick alumni | June 9th 2010

9. Brandhome rebranding matrix® renaming reBranDing
tactical
Orange/BASE 1 2a
2b
strategic
BASE/BASE freedom of speech
Brandhome | Vlerick alumni | June 9th 2010

10. Brandhome rebranding matrix® renaming reBranDing
Fortis/BNP Paribas Fortis
tactical
1
2
strategic
BNP Paribas Fortis
Brandhome | Vlerick alumni | June 9th 2010

11. Brandhome rebranding matrix® renaming reBranDing
MINI
tactical
1
2
strategic
MINI
Brandhome | Vlerick alumni | June 9th 2010

12. Brandhome rebranding matrix® renaming reBranDing
DELTA nutsbedrijven
tactical
1
2
strategic
DELTA,
the multi-utility company
Brandhome | Vlerick alumni | June 9th 2010

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

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

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

16. 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
Brandhome | Vlerick alumni | June 9th 2010

17. 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
tt 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
iF 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
Brandhome | Vlerick alumni | June 9th 2010
lay
anoma golden tulip nh wattPlus essent Voka VeV Xerius ageas ag |

18. 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
tt 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
ST CAN’ T
range sony ericsson Fujitsu siemens Philips ge Black & Decker mini
iniere
iF
umicore
Danone YOU
iBis GUYS JU
nec nokia
Veronica
Breezer
Yorin
Brt 2
sabena
canVas
sn Brussels
Donna
kPn
mnm
Brussels air
JiF
GET ENOUGH
anta Brio arthur andersen accenture kPmg Bearing Point gulf Q8 wal
ags compaq hP Dutchtone arbeidsvoorziening kliQ capability Vedior
CAN YOU?
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
Brandhome | Vlerick alumni | June 9th 2010
lay
anoma golden tulip nh wattPlus essent Voka VeV Xerius ageas ag |

19. 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
tt 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
naming
range sony ericsson Fujitsu siemens Philips ge Black & Decker mini
iniere
iF
17 8 rebran
umicore
Danone ding & re
iBis
nec nokia
Veronica
Breezer
Yorin
Brt 2
sabena
canVas
sn Brussels
Donna
kPn
mnm
Brussels air
JiF
anta
ags
Brio
oper
compaq ations an
hP
alysed
arthur andersen
Dutchtone
accenture kPmg
arbeidsvoorziening
Bearing Point
kliQ capability
gulf Q8
Vedior
wal
eam BnP Paribas Fortis société générale crédit agricole newedge Zoo an
the
anckendael Cardoen Tunis Telecom Elissa Interbrew InBev AB InBev
BEST kEPT SP
VP cD&V enduris Barclays kent Vu nV-a SEcRETS
Zuma hema V&D raider
in BranDing
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
Brandhome | Vlerick alumni | June 9th 2010
lay
anoma golden tulip nh wattPlus essent Voka VeV Xerius ageas ag |

20. 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
Brandhome | Vlerick alumni | June 9th 2010

21. 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
Brandhome | Vlerick alumni | June 9th 2010

22. 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
Brandhome | Vlerick alumni | June 9th 2010

23. 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%
Brandhome | Vlerick alumni | June 9th 2010

24. 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
Brandhome | Vlerick alumni | June 9th 2010

25. 10 Bells to ring
1. renaming or rebranding; what are you facing
Brandhome | Vlerick alumni | June 9th 2010

26. 10 Bells to ring
1. renaming or rebranding; what are you facing
2. make sure you have the cash; show me the money
Brandhome | Vlerick alumni | June 9th 2010

27. 10 Bells to ring
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
Brandhome | Vlerick alumni | June 9th 2010

28. 10 Bells to ring
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
Brandhome | Vlerick alumni | June 9th 2010

29. 10 Bells to ring
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
Brandhome | Vlerick alumni | June 9th 2010

30. 10 Bells to ring
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
Brandhome | Vlerick alumni | June 9th 2010

31. 10 Bells to ring
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
Brandhome | Vlerick alumni | June 9th 2010

32. 10 Bells to ring
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
Brandhome | Vlerick alumni | June 9th 2010

33. 10 Bells to ring
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
Brandhome | Vlerick alumni | June 9th 2010

34. 10 Bells to ring
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
Brandhome | Vlerick alumni | June 9th 2010

35. 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
Brandhome | Vlerick alumni | June 9th 2010

36. 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
Brandhome | Vlerick alumni | June 9th 2010

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