For nearly 20 years, Visa's brand tagline - "It's everywhere you want to be" - was ingrained in the minds and wallets of millions worldwide, so much so that it came to hold a place in pop culture. But, despite the ubiquity of the brand, Visa communications and marketing executives decided the tagline's connotation of universal acceptance needed a more modern makeover. That's not to say they needed to fix something that was broken; rather, it was a matter of evolving with the times and with their various audiences, which is something every company must do. "Whatever the case, no service, product or company can overlook re-branding --it should be a function of anyone's core business plan," Matt Gorman, director of marketing for Eidos, said when discussing his company's rebranding in a recent BusinessWeek article. "Life changes, people change...
The Digital Image: Adding Online Comms to Rebranding Efforts
You might also be interested in:
- Most Effective Online Newsrooms ‘Hybrids’ That Serve the Media and Consumers Alike
- 4 Steps to a Winning Social Media Narrative
- 6 Ways to Integrate Employees Into Your Organizational Messaging
- 5 Questions to Ask Before Measuring Your Content Marketing Campaigns
- How Four Big Brands Crafted Multi-Platform Content Catering to Their Demographic Targets