How to Capitalize on the New Age of Rebranding

The New Age of Rebranding Capitalizing on Customer Emotions Rebranding may give you a marketing edge but it's a risk. The risks are many, such as unreceptiveness of customers' needs; unappealing visuals; inconsistency; and inability to deliver on the brand promise. But there is a new risk involved in new age rebranding – the risk of emotional branding. Top businesses and corporations around the world are willing to take this risk because they know, the returns are million times over. All they have to do is connect with the customers. Rebranding Increases Sales Sales 200% Traffic 300% Applications 300% Sales 90% Sales 22% CERVEZA DOS EQUIS FOUR SEASONS Hotels and Resorts Old Spice Lages Especial Old Spice's sales went up 200% and the website traffic Dos Equis launched the Most Interesting Man in the World' Baylor University improved their old campaign and there was a 300% rise in application from the previous year. Four Seasons revamped their website design, rebranded subtly and revealed that 90% users now pre- ferred their campaign and their previously low sales went up 22% in 1999. increased by 300% when they rebranded to attract the attention of the female audience. website. The Emotional Connection 95% All buyers are affected by their emotions but not all of them are aware of this because 95% of all human behavior is unconscious. unconscious behavior Research shows that brands which bring out a stronger emotional response increase customer loyalty and sales from 20%-200% as compared to their competitors. 20-200% increased loyalty & sales 80% Women control more than 80% of the purchases in the United States, and their decision is based on emotion and feeling. female customers Most B2B companies have a strong emotional connection with 20-40% of their 20-40% strong emotional connection customers. Most Influential Emotions MORE LIKELY MORE LIKELY TO BUY TO BUY anger joy fear POSITIVE anticipation NEGATIVE contempt admiration interest loathing LESS NEGATIVE trust apprehension LESS POSITIVE content NEUTRAL LESS LIKELY TO BUY Help Others to Help Yourself 24 91% 50% 37% 66% Millennials are attracted to companies where purchas- ing a product makės them contribute to a cause. Customers prefer to switch to brands which Consumers say they are willing to pay more to a brand that gives back to society people believe that organiza- tions shouldn't just give money away but integrate the cause into their business. support a cause Successful Rebranding Based on Emotions 200% 15х 10-14% Stock Rise Value Increase Growth NETFLIX BURBERRY LOND ON After Apple rebranded and altered their logo, the company's value rose up to $98.3 billion, which is 15 times the The 200% rise in Netflix's new look has Burberry's stock was due to its CEO, Angel Ahrendt, who rebranded and bought not only led them to a subscribers' growth of 10% to 14%, but has also increased the around a new and chic amount of its worth in number of paid look. 2000. subscribers from free trial users. Tactics for SuCceeding After Rebranding 71% of consumers Only 4% dissatis- fied customers are often confused about brand complain while 96% turn away to your competitors messages and refuse to buy it 70% users will| approach a company again if it has resolved their 73% consumers make the 4% reach out and prefer a brand because it offers happy engage friendly customer service issues excel in customer adopt a "solutions" relations attitude Pay special attention to your social media voice f f 58% 41% 53% 41% have shared 58% people on Facebook have 53% adult social a video or link networkers liked a brand about a follow a brand particular brand References ZILLION DESIGNS http://www.pinterest.com/pin/224124518931468924/ http://www.brandingstrategyinsider.com/2013/02/18-customer-facts-marketers-cant-ignore.html#.vCulzmeSyE4 http://www.vim-group.com/231-the-top-ten-reasons-for-rebranding https://www.hiebing.com/wp-content/uploads/2009/10/4_EmoConnection.pdf http://adage.com/article/adagestat/emotional-connection-brands/230468/ http://www.bizjournals.com/tampabay/print-edition/2013/10/18/businesses-see-results-after.html?page=all http://www.rebrand.com/stuff/contentmgr/files/d16bf114f5c02be8b50e6ad4ad657b88/miscdocs/how_to_rebrand_effectively.pdf http://www.causemarketingforum.com/site/c.bkLUKcOTLk- K4E/b.6448131/k.262B/Statistics_Every_Cause_Marketer_Should_Know.htm http://localvox.com/resources/small-business-marketing-statistics/ https://aytm.com/blog/research-junction/rebranding-essentials-why-rebrand/ http://www.slideshare.net/SmallBizSense81/rebranding-essen- tials-how-to-rebrand-your-business-in-5-simple-steps?qid3D7b6235f4-a545-4ff1-856c-2cae7eb0ce8b&v=default&b=&from_search=3 http://www.theguardian.com/commentisfree/2013/oct/07/feminism-rebranding-man-hater f VZILLIONDESIGNS @ZILLIONDESIGNS in COMPANY/ZILLIONDESIGNS (8+ +ZILLIONDESIGNS shock grief awe passion sadness serenity accpetance boredom submission