Rebrand, Relaunch, Resign


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Last October, in Part II I posted about the Gap logo fiasco. In that post I mentioned that most logo redesigns are failures. Further to that comes research from Vikas Mittal, a professor of marketing at Rice University, who, along with two others, conducted two studies dealing specifically with consumer reaction to logos.

Among other things, the studies revealed:

  • The higher the consumer’s commitment to the brand, the more negative the consumer’s reaction to any changes in the logo design.
  • A logo change elicited three times more negative thoughts among strongly committed consumers than among consumers with weak commitment to the brand
  • After a change in a logo, strongly committed consumers held a more negative attitude of the brand than consumers who had low brand commitment.

Conclusion: If you want to alienate your most loyal customers, rebrand and relaunch. Maybe that explains the need to resign.


Republished with author's permission from original post.

Mitchell Goozé
Mitchell Goozé is the president and founder of Customer Manufacturing Group. His broad scope of business experience ranges from operations management in established firms, to start-up and turn-around situations and mergers. A seasoned general manager, he has headed divisions of large corporations and been CEO of independent firms, always focusing the company strategy on the most important person in business . . . the customer.


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