Relaunching a Brand

Interesting article in Crain’s Detroit Business this week (also found on DetroitMakeItHere.com) about Morley relaunching the Sanders brand via retail stores in malls and hip, urban areas. It got me thinking about successful heritage brand relaunches, such as the VW Beetle, Prell, Ovaltine, and others. This is different than simply rebranding an existing brand, such Apple Inc from Apple Computers, or to HP from Hewlett Packard.

Each require discipline, forethought, strategy and measurement. But reviving a brand from the “dead” takes particular care and expertise, as someone notes in the article:

When you have a heritage brand like Sanders, people over a certain age will remember and connect with it, but the challenge is connecting with an audience that doesn’t share that nostalgic connection to the brand of yore.

Good primer on brand relaunches here.