Rebranding and You

Branding and Rebranding image by Laine TanMany product marketers agree that the task of introducing new products and solutions into the competitive landscape is challenging yet exhilarating.

How many times have you heard a product marketer make a post-product launch comment along the line of, “…it took tremendous effort and collaboration across multiple internal division teams, but, in the end, we delivered a new, cutting-edge solution to market, and that’s extremely gratifying.”

What about the task of marketing already-established “older” products?  Is rebranding similarly challenging and enjoyable?

Actors are often posed with the question, “Is it easier to play a villain or a good guy?”  Many actors respond by saying that it’s much easier to play the villain, the character who is more unpredictable and who delves into new behaviors, and that it’s harder to play a character who exhibits consistent good behavior to an audience.

Likewise, marketing older products, even those products that have been consistent, “good” bestsellers, may be more challenging and less exciting than promoting a product or solution that is brand-new.

What do you think?  If you’re a marketer, can you recall specific campaigns that successfully re-branded older products?  If you need help recalling, check out Judith Aquino’s article, “The 10 Most Successful Rebranding Campaigns Ever.”

And, beyond marketing, have you ever been asked to “put a new face” on a situation or to examine a set of familiar circumstances in a new way?  If so, did you enjoy that process and was it easy?

One of the biggest challenges that we face as we age is to see our lives and ourselves in a new versus old light.  Some have said that each day we live offers each of us a new opportunity to become more.

How are you doing with that task?  How are you living differently today than you did yesterday, and how will you become new as an individual tomorrow?

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