Considerations While Weighing a Rebrand: Research, Communicate and Measure

Say “31 flavors” to an ice cream enthusiast and she'll immediately point you in the direction of the closest Baskin Robbins. However, the 77-year-old company, while continuing to enjoy annual growth and an affable reputation, saw an opportunity to remain fresh and top-of-mind in an emerging market.

So, in April Baskin Robbins decided a slight re-do of its logo would garner attention and remind fans to “seize the yay,” its new tagline.

“Any rebrand communicates a message of change,” says Margo Kahnrose, CMO of Skai, an intelligent marketing platform. “Often that message is as simple as modernization, which has neutral undertones."

Kahnrose adds, "rebranding can be enough to call new attention to a stale or even just mainstay product with some PR buzz.”

Still, Baskin Robbins’ move may give others pause as they wonder about the rebrand's ROI.

A Landor study shows 74 percent of S&P 100 companies rebrand within a seven-year period, particularly if they've taken on a merger or acquisition. While Baskin Robbins’ rebrand came from a desire to modernize, other rebrands make a statement about positive change.

For example, Aunt Jemima, now Pearl Milling Company, chose to rebrand due to the name's racial stereotype.

How should organizations proceed and where can they look for results?

 
Deciding to Rebrand...