A brand with strong roots in the past is important. But every now and then it makes sense for brands to reinvent themselves with a new look, focus or products. We introduce brands that have succeeded - and explain what start-ups can learn.
im Kopf (reparking of the mind): Opel challenges prejudice
Several years ago,
traditional German car manufacturer Opel was struggling with revenue losses and
a stale brand image. With their 2014 "Umparken im Kopf" (reparking of
the mind) campaign, the car maker succeeded in revamping its boring image: with
a nationwide poster campaign, Opel exposed common stereotypes as false and
boldly targeted taboo subjects such as homosexuality in football - initially
without revealing they were behind the campaign. As a second step under the
motto #Umparken im Kopf, TV ads featuring celebrities like Jürgen Klopp and
Karoline Herfurth disproved the prejudice that Opel was yesterday’s brand. Opel
was back on track.
start-ups: brands can reach people with surprisingly honest messages. Opel's
campaign succeeded in linking the basic human need for authenticity with a
changed brand image, not only forcing the target group to challenge their own
prejudices, but also reaching them on an emotional level too.
(because we love you): The BVG admits their mistakes
cancellations, train and station damage: until a few years ago, the Berlin
public transport service was among the most hated public institutions in the German
capital. Instead of trying to defend itself further, the BVG turned the tables
in 2015 - and turned its bad reputation into a trademark. Under the hashtag #Weilwirdichlieben
(because we love you), the BVG asked customers to share their most
beautiful moments on Berlin city transport through their newly created social
channels - and earned themselves a huge shitstorm in which passengers denounced
the seemingly endless annoyances with the BVG. The trick: this loss of control
was intentional, the complaint tweets and hate posts with a good dose of
self-irony were answered by comedians of the "heute show" and the
"Neo Magazins Royale". The tone: brusque, direct, gobby Berlin - the
chaos became cool. According to their own market research, about 40 percent of
Berlin had a more positive picture of the public transport company one year
after the start of the campaign. A music video at the end of 2015 almost
certainly contributed: In the song "I do not care", YouTube star
Karim Arboga sang a hymn about the daily passenger madness featuring kebab
eating neighbors, running ticket checks and trains stopping dead in their
tracks. The BVG landed a viral hit.
for start-ups: Admit weaknesses
instead of trying to cover them up, and in doing so turn them into strengths.
but those who are honest in their mistakes and do not take themselves too
seriously score points because people like them and like the BVG achieve, in
the best case scenario, cult status.
beauty: Dove gets back to nature
today skincare brands advertise with images of perfect figures and flawless
faces. The company Unilever, which owns the skincare brand Dove, saw here a
real market gap - and as a result in 2006 fundamentally changed its visual
strategy. While commercials and posters had previously confronted viewers with
seemingly unattainable ideals, from 2006 onwards only "real" women
with "normal" figures could be found in Dove advertising. Alleged
blemishes such as cellulite or scars appeared as well as wrinkles and love
handles. Sub-campaigns such as "Beauty knows no age" brought further
topics such as attractiveness in old age into focus. In addition, Dove has
supported initiatives that promote self-esteem in young girls and the
prevention of eating disorders. The universal brand message: Everyone is
beautiful. With this appeal for more self-confidence and a positive
self-perception, Dove not only hit the nerve of a misunderstood customer
generation and expanded its target audience, but also created new social
relevance for their own brand.
for start-ups: Brands are more
than the products they produce -
. The closer
the brand message resonates with their customer's world view, the better. Because
brands who, like Dove, tackle and improve a sore spot in society create a sense
of significance and acceptance.
shows courage with a radical rethink
traditional German brand Jägermeister successfully rejuvenated its target
group: at the end of the 1990s, the herbal liqueur was clearly positioned as a
nightcap for older people. The hunting image: old-fashioned, dusty, out of
date. Dwindling sales forced the company to change its strategy. Instead of
continuing to focus solely on the 50+ generation, the company immediately
targeted customers in their early twenties and expanded from the sofa into bars
and clubs. Without altering the brand essence, Jägermeister was now sold as a
party drink - by communicating the already existing attributes such as the
roaring stag or the hunting tradition loudly and linking with party events such
as rock festivals and bar events. The Jägerettes – scantily clad waitresses who
helped out offering free Jägermeisters at parties - helped to increase its
popularity and fame. Jägermeister succeeded in transforming the German old man
brand into an international party symbol.
for start-ups: do not fear change! Sometimes, when a communication strategy
stops working, making a complete change of direction is the best solution.
However, it is important that the core of the brand is maintained - otherwise
credibility is lost.
Edeka finds itself #Supergeil (super cool)
food manufacturer Edeka was not exactly hip for most of its existence. But in
2014, the company made a brilliant coup. With the YouTube clip
"Supergeil" Edeka scored a viral hit - after just a few days, the
music video had more than four million clicks. To date, the counter shows well
over 19 million views. The simple but oh so clever secret of their success? The
largely unknown artist Friedrich Liechtenstein dancing through the Edeka
shelves singing, accompanied by a slow electronic beat, to the salmon for €5.99
as super cool. With relatively little cost, but all the more self-irony and a
lot of courage to change their image, the supermarket chain had rejuvenated the
public brand perception in one fell swoop. In 2015, Edeka followed suit with
the viral hit "Heimkommen" (coming home): Here, a lonely grandfather fakes
his own death to bring his family together for Christmas - unlike
"Supergeil", this clip evokes strong emotions with the watcher and
associates those emotions with the brand. "Heimkommen" has 59 million
views on Youtube to date.
Learning for start-ups: Good video marketing
can spread faster than any virus on the net if successful. For a clip to be
viral, a finely balanced mix of provocation, humor and/or emotion is required.
Only those films which stand out from the crowd will be clicked on.