What are some great rebranding stories?

Burberry was famous for designing trench coats in the last century, but its classic yellow plaid pattern design is easy to imitate. In recent years, it has finally changed, and the design style has gradually diversified, re-establishing the brand image and returning to the ranks of luxury goods.

Procter & Gamble's hair care product Icalu has been advocating the life trend of "returning to nature and advocating environmental protection", giving consumers the image of a girl, and in order to create a new image, through the "Discovery Journey" activity, users can discover surprises and accept the new image.

Matsuya Department Store in Japan, which has come back to life after the introduction of CI, has doubled its sales, and Matsuya has changed into a department store of the new era with a new feeling.

Reed Exhibitions Huabo series of gift show logo lack of consistency, can not match the status of China's first gift exhibition, and later handed over to Shenzhen Chen Shaohua design company, after several modifications, the memorable new logo was born.

Panerai, an Italian military watch brand with no history, has relied on hype to hype itself into one of the three major brands in the second-hand watch market today. It's ridiculous to think about.

To sum up OLAY in one sentence, it has successfully changed from a brand that only sells "Olay" to a normal variety of cosmetics and skin care brands.

Yakult lactic acid bacteria has almost never been advertised, but it is the first choice of many people, why is this?

The most impressive Marlboro, a brand that sells women's cigarettes, can be so manable without changing the soup or the medicine, just changing the packaging and positioning, it's a miracle of life.

Here, most of the copywriters have to correct the wrong mindset. Brand storyFirst of all, everyone should have a change in thinking, not as a copywriting job, but as a brand work. Therefore, the first step must not be to start making up stories as soon as you come up, but to interpret the brand and gain insight into consumers.

The first step must not be to start making up a story as soon as you start, but to interpret the brand and gain insight into consumers.

It is recommended that every copywriter should do a solid job of research before starting to write: talk to the customer first, and ask the founder more. The reason why a brand can live must be that it has its unique value, and it is very important to tap this value and then package it.

Brand story is to tell the brand concept through the story

Your whole story is not just to tell a story to others, but to convey to the target audience what the concept you want to express is through the story. The concept is to establish a connection between the brand and the consumer, so that the consumer can leave the impression that through this brand, I can have what kind of life or state I yearn for. So in fact, figuring out this, the brand story is very easy to write.

Brand stories are like characters, flesh and blood with attitude].

A brand story is not necessarily a very concrete story, but it can also be a bit like a brand statement, telling the attitude of the brand, such as treating the brand as a person, a friend of consumers, what kind of person this friend is, and what changes will you make if you make this friend. So don't limit yourself to the form, a good brand story comes from the brand thinking and core insight of the front-end copywriter. The marketing thinking of "insight" can help us target more accurately.

Nowadays, most companies are subjectively endowed by enterprises, and they do not meet the needs of any group in the market, and cannot interact with any group. The meaning of "insight" marketing thinking is to help us understand the personality and needs of each group and truly communicate effectively.

Brand story, in essence, is: the brand accounts for 80%, and the story accounts for only 20%.

Brand history, category, unique culture, inspirational story of the founder, core technology, brand proposition, brand unique logo or advertising slogan, product origin, unique product efficacy, potential market demand, etc.

How can the concept of a brand become a popular myth and a fable that everyone celebrates? This not only requires "brand ambassadors" (copywriting China original**: advertising copywriting, brand storytelling, speeches, summary plans, official documents, guidance, soft texts, economics, documents, law, corporate copywriting, news and other perennial secretaries**.

We can consistently convey the brand story, and the understanding and promotion of the "market influencers" are indispensable in order to be accepted and believed by the "brand supporters".

Doug Stevenson is a master storyteller, a former actor who now works as a full-time brand storyteller, teaching business executives and marketers how to create and tell brand stories. A lot of great brands, brands with a lot of personality, are masters at telling brand stories. Generally speaking, the main purpose of a brand is to connect a company's products, services, and consumers with emotion and relevance, creating a captivating, enjoyable, and memorable consumer experience.

Adding storytelling to your company's brand development strategy can make brand building more effective.

A lot of brands have a good story to tell – their history, what they're doing, etc. – but they don't succeed in consistently delivering the brand story to consumers across all touchpoints of the brand's communication with consumers. This article introduces ten companies that have been very successful in telling brand stories, from a variety of industries, as well as some B2B businesses. They all have something in common:

The brand story is very clear, the brand identity is very distinct, and the use of multiple channels to communicate their brand story.

Among the ten brands introduced, the top five are multinational corporate brands that consumers are very familiar with, and their consumer groups are relatively wide, and their marketing expenses are relatively large; The bottom five are SME brands that have achieved market success with limited resources and through a brand storytelling approach, so they are more relevant.

When it comes to brand storytelling, it's good to be familiar with it. A brand story is classic enough to generate good communication. If the brand story is written in a mediocre way, it is not only worthless, but it also takes up space for brand communication.

Advertising slogans and brand story writing can find wisdom in the future.

<> "Four Misconceptions About Brand Storytelling.

Many brand owners understand that telling a good brand story is conducive to brand communication. When we write brand stories for our clients, we find that some people have some misconceptions about the role of brand stories and how they work.

Myth 1: Brand story is brand introduction?

A brand story is a story that embodies the spirit of the brand and resonates with consumers. The relationship between the brand introduction and the brand story of the stool is just like that of a history book and a TV series. History books are detailed and data-based, which is the best choice for professionals, but outsiders generally can't remember them, while TV dramas use stories to narrate, which can make the public be moved by a certain period of history in an immersive way.

A direct description of the brand introduction, so that customers know you; A wonderful plot of your brand story that makes customers like you.

Myth 2: Start-up brands don't have a story?

No matter how small a brand is, it has a story.

Just as a person is born, he has a story; When a brand's determination is born, so does the story.

Brands can be big or small, but stories are not big or small.

It doesn't take a great legend to call it a brand story. For start-up brands, the more real and detailed the story is, the easier it is to move others and achieve the purpose of communication.

As long as it is well told, it will be wonderful whether it is a big story or a small story.

Myth 3: Is the brand story fooling?

If consumers think your brand story is a slick, they may have made two mistakes:

First, there is no emotional resonance.

Brand stories without emotional resonance are all flickering. The brand story should become an "emotional bond" between the brand and consumers, and consumers will be infected by the spirit of the story, so that they will spontaneously accept the story, trust the brand, and realize purchase and communication.

The second foot is rough and lacks trust assets.

Building trust is key before gaining consumer goodwill. Many brands focus on emotional resonance and forget to embody brand trust. Without trust as the foundation, no matter how moving it is, it can only reap the temporary emotion of consumers, and it is difficult to win the actual conversion.

How do you build trust assets? For big brands, brand endorsement and authoritative certification are one way; For start-up brands, Linghu can be established from the professionalism of the founding team and the specific data available to the brand.

Myth 4: Brand stories can only write the history of brand development.

The ultimate goal of a brand story is to make consumers empathize, accept and even love your brand. Writing a brand history is only a perspective, not a final solution.

In addition to describing the history of the brand, there are also these perspectives in the writing of the brand story:

1 Founder. What are the reasons for starting a business?

What drove the founders?

2 products. what the product category is like;

Product development process.

3 users. What can brands bring to users?

What kind of connection does a brand expect to connect with its users?

4 Society. What is the role of brands in society?

What is the contribution of a brand to society?