I never understand why some companies who have a little bit of bad luck, don’t go ahead and re-brand themselves. I know it takes time and money, and a great idea, but it is definitely worth it. As I always say, when you’re down in the dirt, pick yourself up, change your outfit, and go on your merry way.
Take Kim Kardashian for example. She has always been extremely privileged, but does anyone remember what made her so famous? Yes, her father was the lawyer for OJ Simpson, but at the time she was only 14. What really set her apart from every other rich kid in Hollywood was her sex scandal in 2007. (Now it seems every celebrity has a sex tape, but at the time this was a big deal). Although it was bad publicity that made her famous, she handled the situation extremely well. She used it for her advantage, grew as a person, and threw herself into the Hollywood industry. Now she has her own clothing line, clothing store, TV show, perfume line, sillybandz and so much more.
When I think of a company that needs some help it would be for a specific orange flavoured juice. They were quite popular at first until some bad publicity came out with health concerns that there wasn’t a high percentage of juice in the drink. The company re-launched with new ingredients to appear healthier, but sales were constantly in decline so they changed it once again, making it similar to the original recipe. They might have tried to reformulate the ingredients, and slightly alter their name, but for so many years I have seen the same ads with kids grabbing this drink over other beverages out of the fridge. How is this changing their image for the better?
If they were my client, I’d do a complete 360. Changing their ingredients didn’t work, so why not take a different approach to remain successful? Instead of competing against other orange juice companies that succeed off of being pure and healthy, they should focus on competing against other fruit drinks.
They should take advantage that they aren’t as healthy as orange juice, but they are really yummy drinks. The “Cool” Orange Juice. Advertisements with a little orange wearing sunglasses, sunbathing at the beach. Some snappy line about still getting Vitamin C in an alternative way with a slogan like, “Dee-Licious!” at the bottom of the page.
Just a suggestion.