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In early 2023, Pepsi shocked the public by rebranding its lemon-lime soda Sierra Mist as Starry. Though the move raised eyebrows and spawned jokes, the success of the company’s rebranding strategy remains to be seen. Rebranding is always tricky and opens you up to the wrong kind of attention. So, if you’re considering it for your business, how do you ensure you get the right reactions? DON’T BE ‘STARRY’-EYED ABOUT YOUR STRATEGY REBRANDING THE RIGHT WAY
Rebranding is more than a new company name, updated logo, or website. It’s about your business’s identity and overall strategy for the future. Since rebranding is not a quick fix, every business owner should evaluate their reasons for wanting to rebrand before making the leap. Simply “feeling” like it’s time for a change is not enough. Ask what you’re hoping to accomplish, then consider whether you need to rebrand to achieve it. Your brand may just need a “facelift” with a tweaked logo, new company colors, or a refreshed social media presence. If you’re committed to rebranding, do it with clear eyes and an awareness of how your efforts could go wrong. One famous example was Tropicana (also owned by PepsiCo) in 2009. The company replaced its instantly recognizable image of a straw in an orange with a generic picture of a glass of orange juice. Consumers felt
Companies rebrand for many reasons. Many do so after flagging sales to revitalize interest or reach a new market. Others rebrand to reflect a significant change in the
it cheapened the product — and some even had trouble finding it. Tropicana quickly switched back to its old packaging, but it was a $50 million mistake. Rebranding is a balancing act between refreshing your image and retaining the elements that made your company successful in the first place. Business leaders should strongly consider hiring a rebranding expert who understands the risks before beginning an overhaul. It’s essential to understand your current customer base and target market. Otherwise, you could alienate both — and all your money, time, and effort could fall flat.
business, like an acquisition or considerable shift in products or services. Rebranding is also a tried-and-true method for companies to move on from bad publicity. But rebranding is more than renaming your business — in fact, you don’t necessarily need to rename your business at all.
OUR CLIENTS SAY IT BEST
correspondence with the other party relieving us of the messy conversations. Case Barnett, Dena and their team are great communicators. I’m sure a lot happened behind closed doors and they like to keep you out of it as much as possible, but if we ever had questions, they are very quick to respond. They also kept us informed about the case as the months passed by. We are thankful for Case Barnett, Dena and their awesome team. We finally came to a settlement and we are pleased with the outcome after a year. For anyone looking for a personal lawyer, call Case Barnett and his team. You will be well taken care of.” –Joseph D.
“WOW! Case Barnett and his team are AWESOME. Specially Dena. We can’t thank them enough for all their hard work. About a year ago my dad got into a really bad accident that cost his life. We were devastated , stressed out and overwhelmed. No one wants to get into an accident and deal with the aftermath. We are so grateful to have met Case and Dena because their team made this entire process so seamless and easy for us. Every time we were on the phone with Dena and Case we noticed how much they truly cared about their clients. We felt a huge relief when they handled all the things related to the accident, but most importantly dealing with the other person’s insurance. Dena handled all of the
This publication is intended to educate the general public about personal injury and elder abuse. It is not intended to be legal advice. Every case is different.
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