Branding Evolution: The Art of Changing to Stay Relevant The focus of branding shifted Today, when consumers think of Apple and Microsoft, they don’t immediately consider the technical specifications of their respective products. Today the modernized script logo is applied on products and branding tools alike, including their website, social media accounts, and other traditional print poster ads. They also provided a step-by-step breakdown of how they would put it all together. And if all that wasn’t proof enough of their adaptability, there’s been some talk of plans to add a food service element to their brand as well in the form of a chocolate-themed café called the “Cadbury Cocoa House.” Clearly, their ability to evolve their products and marketing simultaneously (and consistently) is one of the secrets to their success. Your comment may not appear immediately. Wrote a great post…, by Angela Hausman, PhD - If you’ve never heard the term digital transformations, then you’re in luck. Now, their digital brand consists of a main McDonald’s website and an app aimed for adult customers, plus a separate Happy Meal website and McPlay app intended to market directly their younger audience. When a company decides to re-brand, their hope is to create an entirely new persona for their company and team, in order for old and reliable customers or clients to get excited about the new brand designs and implementations, as well as bring in entirely new customers due to their change. Join over 100,000 of your peers and receive our weekly newsletter which features the top trends, news and expert analysis to help keep you ahead of the curve. Up until the turn of the 21st century, LEGO was marketing to children and parents (via LEGOLAND and children’s magazines) and basically ignoring their (always growing) adult fan base. By Janetta Mackay, Ashleigh Cometti. By. 2. Is there a specific time to post content on…, - It seems like we have access to more data than ever, but are you using data effectively in your marketing? Realizing this, they soon adapted some of the marketing for the new 5,000-piece LEGO model sets specifically to adults. All you have to see is the yellow “M” to know exactly which brand you’re dealing with. We also can’t leave out the 2014 LEGO Movie that revamped the world’s (both kids and adults) love for LEGO all over again while earning $400 million globally. From that original cocoa recipe came countless variations and products over the years. And we can’t forget their transparency campaign of 2014 that filmed the process of how McDonald’s buys, cooks, and packages their menu items. These ads were full of text, and didn’t really set the company apart in any way. That typically equates to live, in-person events and activations. In turn, brands are laying the foundation for the future direction of social media marketing. With years of experience, talented marketing teams, and the ability to understand their audiences, these timeless brands certainly know how to keep consumers from getting bored. These elements have given off a sense of trustworthiness, success, and comfort for many years now. To market their new brand to the world, they opened the very first LEGOLAND resort in 1968 located in Denmark, attracting 625,000 visitors in its first season. Pearlfisher, an advertising company Cadbury has partnered with, created the video below to represent how new design changes have allowed the company to modernize their marketing while also paying homage to the traditional brand. So, how has a company that sells tiny plastic building bricks remained so beloved over the years? At Uber, ownership is essential to stay in a constant state of revolution, and is viewed slightly differently. Popular clothing brands have returned to basics and are focusin on simpler, more durable and comfortable garments to stay relevant. To Stay Relevant, Professional Associations Must Rebrand The cautionary tale of CES. There is a fine line, however, when looking to stay relevant. Cadbury Chocolate is one of those success stories. Recently, McDonald’s has recognized that consumers are becoming increasingly more health conscious and tech-savvy. In 1954, not only were the arches used in a new version of the logo, but when Ray Kroc opened the first out-of-state location in Des Plaines, Illinois, the arches were incorporated into the new building design as well. From plastic toys to Hollywood to video games, LEGO continuously adapts their brand to new media to ensure they are targeting every niche possible – all while ultimately remaining a system of creative play and an outlet of imagination. In strong brands, brand equity is tied both to the actual quality of the product or service and to various intangible factors. And if all that wasn’t proof enough of their adaptability, there’s been some talk of plans to add a food service element to their brand as well in the form of a chocolate-themed café called the “Cadbury Cocoa House.” Clearly, their ability to evolve their products and marketing simultaneously (and consistently) is one of the secrets to their success. According to Takumi’s research, 25% of consumers are more likely to source news updates and opinions from influencers than journalists and established news outlets. Covid-19 has unquestionably accelerated digitisation and reshaped our world; marketing communications professionals need to reorient themselves with humility and agility to … Since its beginnings as a humble startup in a garage in 1976, Apple has (very) quickly evolved into the corporate giant we know today. Now, that’s a Viking word all about burning. Volkswagen 1939 vs 2015 In 1948 the McDonald brothers revamped “McDonald’s” from a barbecue to a drive-in restaurant with a streamlined nine-item menu and new logo – featuring the mascot Speedee. The golden arches are probably one the most easily recognizable logos in the world – but there is so much more to their brand. Image: Is there really a best time to post on social media? It was the owner’s son, Godtfred, who saw the immense potential in LEGO bricks to become a system for creative play. Coco-Cola has always kept their slogan the same. Certain brands have been able to stay relevant for so long because they have stayed consistent but have also changed with the times. McDonald’s got their start by selling 15-cent hamburgers in California, and today their cheap, tasty fast-food brand brings joy to adults and kids around the world. Though it started as a 10-person company making wooden toys in Denmark, LEGO has certainly come a long way since... Cadbury. Offering a new spin on the same story keeps audiences from getting bored. Innovate 5 Ways the Most Innovative Brands Will Stay Relevant in 2018 What entrepreneurs must do now to adapt to emerging trends in lifestyle, health and fitness in 2018. The brand stays relevant. Because each person who tells it does so a little (or a lot) differently. Home Business Guides 5 Companies That Have Stayed Relevant By Re-inventing Themselves. Is there a specific time to post content on…, by Alice Corner - It seems like we have access to more data than ever, but are you using data effectively in your marketing? And we can’t forget their transparency campaign of 2014 that filmed the process of how McDonald’s buys, cooks, and packages their menu items. Users expect fresh content, and their preferences are ever-changing. With over 57 sub-brands under its confectionary category, it’s impressive how Cadbury manages to keep their brand consistent throughout all of their products and materials. Though it started as a 10-person company making wooden toys in Denmark, LEGO has certainly come a long way since 1939. Leave a comment. But all of that doesn’t mean that Cadbury’s marketing is stuck in the past. But there’s another image we associate with this chain as well. In an age of scrappy startups, and a generation that prizes innovation over brand loyalty, how have some brands managed to stay relevant? The secret weapon? As their recipes evolved, so did their marketing – and therein lies the secret of their successful brand. As your business matures, so should your brand. Although your business may have an established brand, your brand needs to evolve with your business. © Business 2 Community. Branding is as important as ever, but brand building has certainly evolved over time. As Cadbury grew, they knew their branding had to evolve to reflect the changes. From plastic toys to Hollywood to video games, LEGO continuously adapts their brand to new media to ensure they are targeting every niche possible – all while ultimately remaining a system of creative play and an outlet of imagination. However, there’s more to SEO than the…, - SEO and Web Design are Linked We’ve all been there. And Ronald spurred major changes to the rest of McDonald’s branding. By using this site, you are agreeing to our Privacy Policy. As Cadbury grew, they knew their branding had to evolve to reflect the changes. McDonald’s got their start by selling 15-cent hamburgers in California, and today their cheap, tasty fast-food brand brings joy to adults and kids around the world. Brands need to evolve to stay relevant—and so do their logos. The more positive mentions there are about your business, the better…, by Brian Wallace - During the pandemic, 88% of global organizations have either encouraged or required remote work. You have to adapt in ways that still play to your brand strengths and emphasize why your brand is different. In 1948 the McDonald brothers revamped “McDonald’s” from a barbecue to a drive-in restaurant with a streamlined nine-item menu and new logo – featuring the mascot Speedee. Here’s where the word comes from originally– ancient Norse. But they are very good at building organic growth once they have bought a brand. You can find Coco-Cola is a small can or a glass bottle. A serious threat facing most brands in dynamic markets is the loss of relevance because the category or subcategory they are serving is declining. L'Oréal, the French cosmetics firm, has mainly grown through acquisitions. With years of experience, talented marketing teams, and the ability to understand their audiences, these timeless brands certainly know how to keep consumers from getting bored. Gianluca di Tondo , Senior Global Brand Director for the Heineken® Brand, is passionate about brands and the power they have to make a positive contribution to society. Some of the most successful brands in the world have experienced difficulties, often due to factors beyond their control. Those famous arches are what tied – and still tie – all the varying aspects of McDonald’s branding and marketing together. This mindset was essentially the birth of the brand, and by by 1954 the LEGO brick was trademarked. She also enjoys reading and writing about design, advertising, typography, and basically anything about art.… View full profile ›. In the last two years, Polaroid has struggled to find ways to stay relevant, ... Brands of the World Founded: 1977. Before 1984, Apple implemented standard advertising techniques, including print advertisements. Successful businesses have found ways to integrate themselves into daily lives while maintaining relevance and trust. Innovate 5 Ways the Most Innovative Brands Will Stay Relevant in 2018 What entrepreneurs must do now to adapt to emerging trends in lifestyle, health and fitness in 2018. But today’s rapidly changing environment and digital transformation demands agility. In 1987, fresh salads were added to the menu, and today there are even more healthy options such as apple slices, Halo oranges, and more. Content marketing continues to evolve, and to stay ahead of the game we’ve had to grow and change as well. Within a few years, McDonald’s revamped their marketing efforts again with the addition of Ronald’s new friends – really expanding their brand to a fun, fast food favorite for the whole family. Allen is co-founder and managing partner of Metaforce and brings over thirty years of experience in building iconic brands. This Indian-ink drawing for the original logo was created by Ron Wayne, the third member of the small start-up company. ⠀ Being consistent with your messaging and visual identity was considered a key principle of brand building. In 1954, not only were the arches used in a new version of the logo, but when Ray Kroc opened the first out-of-state location in Des Plaines, Illinois, the arches were incorporated into the new building design as well. These companies have either gone bankrupt, merged, or still exist but have fallen from the top Fortune 500 companies. “Ownership” is a key value that companies are seen striving to promote. Some threats stay constant, such as natural disasters and changes in the economy. After all, simulation is not innovation. While Cadbury’s branding has remained purple since 1920, the logo changed several times over the years. Pearlfisher, an advertising company Cadbury has partnered with, created the video below to represent how new design changes have allowed the company to modernize their marketing while also paying homage to the traditional brand. These ads were full of text, and didn’t really set the company apart in any way. One thing they have changed is the bottle. For example, it seems like every few years there is some kind of economic bubble. Offering a new spin on the same story keeps audiences from getting bored. They are always evolving and adapting because “the only thing that’s changed is everything.”. Left behind by the advancement of digital cameras and competitors that had found ways to stay relevant, Kodak declared bankruptcy in 2012. Companies need to evolve to stay relevant, and so do their brands. Whether you’re a PC or a Mac user, there’s no denying that Apple is one of most successful brands of all time. Only time will tell if today’s newer brands like Netflix, Airbnb, and Dollar Shave Club learn a little something from these established brands. So it should come as no surprise that the food industry is home to many businesses that started with a single homemade recipe and grew into favorite consumer brands. Related Articles. By 1998, Apple modernized the iconic logo with a solid monochromatic version that has remained current to this day. Many companies have begun to allocate substantial shares of their marketing budget to digital media to stay relevant in the marketplace and forge deeper connections with their customers. The more positive mentions there are about your business, the better…, - During the pandemic, 88% of global organizations have either encouraged or required remote work. Staying relevant is a constant battle. All you have to see is the yellow “M” to know exactly which brand you’re dealing with. Ronald McDonald was introduced in 1966 as the new face of McDonald’s in their first national television commercial. From that original cocoa recipe came countless variations and products over the years. A growing threat. Steve Jobs’ uncanny ability to understand his audience and adapt consistently strong marketing tactics for that audience. Over The Years Closer Branding Design Blog Blogging Brand Design Corporate Design. But all of that doesn’t mean that Cadbury’s marketing is stuck in the past. Even the phrase, “golden arches” has come to have its own cultural relevance. Sometimes, these fraudsters spend weeks talking with you before pulling their scam. Brands are finding their social voice. Quick, Creative & Sensitive – A Brand’s New Normal: As marketers, it is instances like these that force us to re-think the conversations we have with our audiences, while keeping a delicate pulse on how society is reacting to this period of uncertainty. 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